Get Content. Get Customers. How to use content marketing to deliver relevant, valuable, and compelling information that turns prospects into buyers - Hardcover

Newt Barrett

Hardcover

ISBN 10: 098018780X ISBN 13: 9780980187809

Publisher: Voyager Media, Inc., 2008

Synopsis

Get Content. Get Customers. Will Change the Way You Think About Marketing!

Your job as a marketer: Make it easy for your buyers to buy from you.

But making it easy for them may be hard for you, unless you can execute an effective content marketing strategy. And that almost certainly means changing the way you think about marketing.

Why content marketing is vital to business success in the 21st century:

In the last few years, buyer behavior has changed dramatically. Your buyers are now increasingly knowledgeable about what they want to buy. They aren't surfing aimlessly, hoping to be influenced by marketing messages that arrive out of the blue. They want to make up their own minds based on their own information-gathering. Therefore, buyers need content that makes them smarter and more knowledgeable.

Vendors who provide that content will win. Simply put, all the rules have changed. You need to approach the marketing game with a brand new marketing mindset. Those that can adapt will flourish. Those that don't...well... think of dinosaurs.

About this title

About the Author

Joe Pulizzi and Newt Barrett Will Teach you To Surf the Content Marketing Tsunami

They are publishing and marketing veterans who have observed first hand the marketing tsunami that is about to sweep in. They believe that marketers must either learn to ride the wave or be swept under.

They bring a unique perspective to content marketing success because:

* They combine marketing and editorial sensibilities.

* They bring decades of experience in adapting to increasingly rapid change.

* They have observed the fundamental shifts in buyer behavior firsthand as publishing leaders.

* They have created successful print and online publications that cover local and national markets in a variety of industries.

* They have served both B2B and B2C markets.

* They have watched traditional marketing efforts flounder.

* They are now helping content marketing efforts to flourish.

Joe and Newt have been imbued with the importance of great content as the core of every kind of publication since the mid-1980s. They know that a great information product that truly meets the needs of its target readers stands an excellent chance of succeeding.

In the past, this was true for media companies. Now, they teach that it's time for business marketers to become publishers by deploying successful content marketing strategies.

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

Edition details

• Publisher: Voyager Media, Inc.
• Publication date: 2008
• Language: English
• ISBN 10: 098018780X
• ISBN 13: 9780980187809
• Binding: Print on Demand (Hardcover)
• Edition number: 1
• Number of pages: 200