Get Content Get Customers: Turn Prospects into Buyers with Content Marketing by Joe Pulizzi, Newt Barrett | | Paperback | Barnes & Noble
Get Content Get Customers: Turn Prospects into Buyers with Content Marketing / Edition 1

Get Content Get Customers: Turn Prospects into Buyers with Content Marketing / Edition 1

4.5 4
by Joe Pulizzi, Newt Barrett
     
 

ISBN-10: 0071625747

ISBN-13: 9780071625746

Pub. Date: 04/29/2009

Publisher: McGraw-Hill Professional Publishing

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

Overview

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

ISBN-13:
9780071625746
Publisher:
McGraw-Hill Professional Publishing
Publication date:
04/29/2009
Edition description:
Original
Pages:
224
Sales rank:
886,399
Product dimensions:
5.94(w) x 9.00(h) x 0.58(d)

Table of Contents

Foreword

Introduction

Section One: Coping With the Content Marketing Revolution

Chapter One: The Shift to Content Marketing

Chapter Two: Six Reasons Businesses Are Making the Change Toward Content Marketing

Section Two: How to Put Content Marketing to Work

Chapter Three: How to Develop a Content Marketing Mindset—and a Process to Match—Within Your Organization

Chapter Four: How to Select the Content Types that Best Match Your Strategy

Chapter Five: Making Great Content Happen

Chapter Six: Putting the “Marketing” in Content Marketing

Section Three: Learning from Smart Marketers—Best Practice Success Stories

Chapter Seven: Best Practice Success Stories Overview

Chapter Eight: Yes, Content Marketing Can Make Welding Cool!

Chapter Nine: Creative Content Marketing Enables a David to Compete Successfully Against Goliaths

Chapter Ten: Finally, a PR Agency that Understands Both Boomers and Blogging!

Chapter Eleven: Perfectly Targeted Content for Customers and Prospects

Chapter Twelve: Solopreneur Sagas—Even Micro-Businesses Make Content Marketing Pay Off

Chapter Thirteen: Content Marketing Pays Off on the Bottom Line in Australia

Chapter Fourteen: You Can Trust Northern Trust to Deploy a Great Content Marketing Strategy

Chapter Fifteen: Leveraging Content Marketing to Strengthen Member and Community Relationships

Chapter Sixteen: At Best Buy, It’s All About Strengthening Customer Relationships

Chapter Seventeen: Using Content Marketing to Accelerate the Acceptance of a Concept and a Product

Chapter Eighteen: Preserving the Value of Content

Chapter Nineteen: ThomasNet—A Content Marketer’s Content Marketer

Chapter Twenty: E-mail Software Provider Teaches Customers to Market Effectively

Chapter Twenty-One: UK Law Firm Uses Content Marketing to Build Powerful New Brand

Chapter Twenty-Two: Rockwell Automation Uses Content Marketing to Be Global, Local, and Cost-Effective

Section Four: Putting the Lessons into Action

Chapter Twenty-Three: Top 10 Content Marketing Lessons Learned from Successful Practitioners

Chapter Twenty-Four: An In-Depth Case Study—Developing a Content Marketing Strategy from Start to Finish

Chapter Twenty-Five: Marketing Survival

Acknowledgments

Index

About the Authors

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