Get Free Ebook Get Content Get Customers: Turn Prospects into Buyers with Content Marketing, by Joe Pulizzi, Newt Barrett
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Get Content Get Customers: Turn Prospects into Buyers with Content Marketing, by Joe Pulizzi, Newt Barrett
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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
- Sales Rank: #977320 in eBooks
- Published on: 2009-05-02
- Released on: 2009-05-02
- Format: Kindle eBook
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
Most helpful customer reviews
4 of 5 people found the following review helpful.
"Everyone online is a content marketer. The sooner you get this book, the sooner you can start making that work for you
By Stephanie Diamond
Content marketing is a topic on everyone's lips right now, with good reason. Unless you create the compelling content your visitors deserve, your online business will be a lonely place. "Get Content. Get Customers." by Newt Barrett and Joe Pulizzi is the first book of its kind to tackle the issue of content marketing head on. If you want to stay ahead of your competitors, you need this book today!
You'll get powerful lessons from the `Best Practice Success Stories' and ways to implement them from the final section on `Putting the Lessons Into Action.'
You can become the change agent in your business. The key secret they reveal in this book revolves around the fact that people will no longer be seeking out your content. You have to find ways to get to them.
The Table of Contents is divided into four sections:
Section One: Coping With the Content Marketing Revolution
Section Two: How to Put Content Marketing to Work
Section Three: Learning from Smart Marketers--Best Practice Success Stories
Section Four: Putting the Lessons Into Action
Each section builds on the previous one. You'll learn a way to develop a set of processes that will help you put theories into real action that gets results. Both Joe and Newt walk the talk. Their blogs demonstrate the value you derive from providing readers with content they can't find anywhere else. I highly recommend this book.
0 of 1 people found the following review helpful.
Calling All Marketing Execs, Wake Up!
By Kevin Lund
Many business books will give you everything you need to know in the first pages of the introduction. The rest is filler to sell books. Not the case with Get Content Get Customers. Not only is this book worth reading cover to cover, but it's smart layout makes it a convenient reference guide for any company attempting to conceptualize a content strategy for your firm. It's easy to follow and it's all in here - detailing strategies for successful print, social, mobile, web campaigns - all with success story case studies.
I can't think of a company or industry that wouldn't benefit from the power of content marketing. In a world that's changing faster than we've ever seen, consumers are smarter, have more choices, and are demanding to be educated before they buy. It's the smart companies who embrace this notion, and use content to complement their existing marketing strategy, who will thrive. Joe and Newt have done a superb job. This is THE book on marketing every company must start with.
1 of 2 people found the following review helpful.
A timely how too that should be standard reading for most marketers
By Thomas Nightingale
"Get Content. Get Customers." is well thought out, easy to read and highly relevant. While the title might lead one to believe that it's all about the web, the book effectively ties together all elements of modern-day marketing and links them to the spinal column of the internet.
I am amazed that in a field changing as quickly as modern marketing that the authors have been able to get much information into the book that is this timely. I found easy to follow-constructs, timely examples and dozens of items which will lead me to do additional research and continue learning.
See all 35 customer reviews...
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