Product Description

Connect to customers with compelling content!

The rules of marketing have changed. Instead of loud claims of product superiority, what customers really want is valuable content that will improve their lives. Get Content Get Customers explains how to develop compelling content and seamlessly deliver it to customers— without interrupting their lives.

It’s the new way of marketing, and it’s the only way to build a loyal, engaged customer base.

“Pulizzi and Barrett have taken integrated marketing communications to the next level. . . . Every marketer, large or small, can use this text to build better ongoing customer relationships.”
—Don Schultz, Professor Emeritus-in-Service, Integrated Marketing Communication, Northwestern University

“Deftly navigating the worlds of PR, advertising and marketing, Joe and Newt prove that the real secret to great marketing is not a brilliant tagline, but creating compelling and useful content.”
—Rohit Bhargava, Senior Vice President of Digital Marketing, Ogilvy 360 Digital Influence, and author of Personality Not Included

“Get Content Get Customers provides a play-by-play for any marketer who is serious about breaking away from the pack.”
—Greg Verdino, Chief Strategy Officer, Crayon, LLC

Product Details

• Amazon Sales Rank: #52756 in Books
• Published on: 2009-04-29
• Original language: English
• Number of items: 1
• Binding: Paperback
• 224 pages

Features

• ISBN13: 9780071625746
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
• Click here to view our Condition Guide and Shipping Prices

From the Publisher
Smart marketers around the globe are using the concepts from this book to create customer-focused, innovative organizations. Bottom-line-driven multi-nationals are moving mega-bucks from traditional media to content marketing initiatives because it drives both sales and profitability.

Moreover, many practitioners have been able to eliminate traditional marketing strategies altogether. In fact, as the authors illustrate with in-depth case studies, even very traditional companies have successfully deployed content marketing strategies in print, online, and in person.

As the book proves, the transformation from traditional to content marketing often requires both a new mindset and a new skill set. Although that's easier to say than to do, we are convinced that you and your team must make that transformation.

You may be concerned about the risks of making dramatic changes in your approach to marketing within your organization. We urge you to concentrate instead on the risks inherent in failing to make the changes necessary to compete for the new breed of buyer. We all know that many otherwise-smart companies remain mired in prehistoric marketing methodologies. If you're hesitating, think once again about the fate of the dinosaurs.

We don't know what caused the dinosaurs' demise eons ago. But, when it comes to the demise of marketing dinosaurs in the twenty-first century, we know for sure what will kill them off: the failure to develop and deploy successful content marketing strategies in the face of a game-changing metamorphosis in the business environment.

Don't be a marketing dinosaur. Start implementing your content marketing strategy today, and, as they say over at Nike, "Just do it."

From the Author
Before you read this book, you may well be a skeptic about the content marketing revolution. Frankly, five years ago we were pretty much traditional marketers ourselves. Today, we are unapologetic content marketing evangelists.

That's why we have written Get Content. Get Customers. We are compelled to share the lessons that we have learned as media executives, as observers of content marketing best practices, and, ultimately, as content marketing practitioners ourselves. Of course,this book is part of our own content marketing strategy.

Although most organizations still rely primarily, if not exclusively, on traditional marketing tactics, a rapidly growing number of companies of all sizes are proving that content marketing is the one strategy that will pay dividends for their customers and for themselves.

In fact, the accelerating shift to content marketing is occurring not because it's fashionable, but because it's effective.

From the Back Cover
Praise for Get Content. Get Customers.
"Pulizzi and Barrett have taken Integrated Marketing Communications to the next level with Get Content. Get Customers. The book includes how to combine old and new marketing, online and offline, print and electronic in innovative and useful ways. Every marketer, large or small, can use this text to build better on-going customer relationships." -- Don Schultz, Professor Emeritus in Service, Integrated Marketing Communications, Northwestern University

"Turning prospects into customers used to mean interrupting people with your company's product messages. But it was tough to break through the clutter. The Web allows smart marketers a better way: create compelling content that people actually want to consume. Pulizzi and Barrett show you how to create and deliver content and they provide dozens of examples of success to learn from." -- David Meerman Scott, bestselling author of The New Rules of Marketing and PR

"Content marketing may be the most revolutionary obvious idea you'll ever hear ... that marketing works better when you actually have something to say. For those who are seeking to add a personality to their brand, this essential book will take you beyond white papers and give you a roadmap to making content a bigger part of all your marketing. Deftly navigating the worlds of PR, advertising and marketing -- Joe and Newt prove that the real secret to great marketing is not a brilliant tagline, but creating compelling and useful content." -- Rohit Bhargava, SVP of Digital Marketing at Ogilvy 360 Digital Influence and Author of Personality Not Included

"Joe Pulizzi and Newt Barrett take one of the core concepts of new marketing--that providing consumers with valuable content trumps bombarding them with irrelevant advertising -- and give brands a treasure trove of tips, tricks, best practices and actionable approaches for using original online and offline content as a weapon in the battle for bottom line results. Get Content. Get Customers. provides a play-by-play for any marketer who is serious about breaking away from the pack, upsetting the status quo and moving beyond interruption marketing by offering compelling content that delivers real value for consumers and real revenue for their companies. "Get Content. Get Customers. highlights the role content plays in making YOUR customers tick, click and stick. An eye opening book that takes you through a step by step strategy to enhance your content and to connect to your customers through words, pictures, sound and video. If creating great content that serves your customer and your customer's customer is important, this book is for you." -- Samir Husni, aka "Mr. Magazine"(tm), Chair of the Journalism Department,University of Mississippi

"When it comes to online marketing, you've got to reach people with what is desired and valued (content) instead of what is despised and ignored (advertising). Online, great content is effective advertising, and smart marketers are the new media. The trick to content marketing is getting your message across while keeping people engaged, and you're about to discover exactly how to do that with this book." -- Brian Clark, copyblogger.com

"As we rapidly enter the Post-Advertising Age, marketers are scrambling to find new ways to engage their brands with customers, amid the growing realization that the old ways are dead. If intrusion is dead and consumers are in control, Get Content. Get Customers. brilliantly manages the feat of combining the theory of engaging customers through content marketing along with alarmingly simple and practical approaches to doing it. All of this is clearly and intelligently illustrated through many different case studies. For marketers who understand that narrative marketing is the only marketing left but are struggling to understand how to do it, Get Content. Get Customers. finally offers the solution." -- Simon Kelly, chief operating officer, Story Worldwide

Customer Reviews

Finally, a book that explains how I can put content marketing to work
I have been hearing that content is king for years, but now I understand how that applies in a world where buyers hate all the advertising that bombards them. That explains why our traditional marketing efforts don't work anymore and why we need a new content marketig approach.
My biggest aha from the book is that moving to an effective content marketing strategy means changing the way you think--but may be even less expensive than old-fashioned advertising and marketing.
Get Content. Get Customers. shows how and why changes in old-line media, buyer behavior, and technology have empowered--and required--smart marketers to "think like publishers" as the authors put it. That means understanding what problems and solutions are absolutely critical to your customers and providing rich content that provides meaningful answer to those challenges.
I loved the case studies which detail how content marketing has paid off on the bottom-line from a one person kitchen designer to Best Buy, a multi-billion dollar seller of kitchen appliances and high-end electronics. Every case study offers ideas that even small companies can put into practice.
Finally, the book provides a step by step illustration of how a hypothetical company can roll out a content marketing strategy that will really pay off.

Best Business Book For Small Business
Most contemporary business books should be in the humor genre as far as small business owners are concerned. Not Get Content Get Customers, this slim book deserves your roughest treatment. Mark it up, dog ear it, spill coffee on it, and tear through it. If there was one book you could keep out of your competitors' hands, this would be the one.
With traditional media becoming less effective, and almost all our new clients telling us they looked at our Website (HopeHealth.com) before calling us -- it was time to re-think our marketing from top to bottom. Get Content Get Customers is a step-by-step "get er done" guide to making your business visible to anyone who may be interested enough to search for your ilk.
Once the rules of the road are established, the case studies are invaluable. No theories here. It's all real world, tested advice. It's clear Pulizzi and Barrett, the authors, believe in Content Marketing because the subject matter is delivered with passion, and makes for an interesting and "relevant" read.
This advice is easy-to-follow, and easy to implement. Garden variety websites, enhanced with free downloadable software are all you need. Then only your creativity is the limit to how effective your content marketing will be. Highly recommended!

Content Marketing works!
We had the opportunity to watch firsthand how content marketing benefitted our organization, The Greater Naples Chamber of Commerce. The book's co-author, Newt Barrett, worked with us to make significant improvements in our print and online publications. The book does a great job of telling our story and that of many organizations who are putting content marketing to work successfully.

We now have a monthly magazine, Business Currents that generates great readership and great revenue--3X as much as our old Chamber publication. Our website is getting 6X as many visitors as it did before its transformation into a content-rich online home for The Chamber.

Just as the book describes, everything came down to understanding what issues are most important to our target audience--the regional business community--and delivering relevant and valuable content consistently, month in and month out. Content marketing has benefitted our members, our community, and our organization. Content marketing really works. Our organization is living proof.