Get Content Get Customers: Turn Prospects into Buyers with Content Marketing
by Pulizzi, Joe; Barrett, NewtEdition: 1st
Format: Paperback
Pub. Date: 2009-05-20
Publisher(s): McGraw Hill
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Summary
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. Book jacket.
Author Biography
Joe Pulizzi is founder and chief content.officer for Junta42, the leading online resource for content.marketing.
Newt Barrett is president.of Content Marketing Strategies, a firm that helps businesses.market their products and services through relevant content..
Newt Barrett is president.of Content Marketing Strategies, a firm that helps businesses.market their products and services through relevant content..
Table of Contents
| Foreword | p. xiii |
| Introduction | p. xvii |
| Coping with the Content Marketing Revolution | |
| The Shift to Content Marketing | p. 3 |
| Six Reasons Businesses Are Making the Change to Content Marketing | p. 9 |
| How to Put Content Marketing to Work | |
| How to Develop a Content Marketing Mindset-and a Process to Match-within Your Organization | p. 23 |
| How to Select the Content Types That Best Match Your Strategy | p. 31 |
| Making Great Content Happen | p. 49 |
| Putting the "Marketing" in Content Marketing | p. 61 |
| Learning from Smart Marketers-Best Practice Success Stories | |
| Best Practice Success Stories Overview | p. 77 |
| Yes, Content Marketing Can Make Welding Cool | p. 79 |
| Creative Content Marketing Enables a David to Compete Successfully against Goliaths | p. 89 |
| Finally, a PR Agency That Understands both Boomers and Blogging! | p. 97 |
| How to Create a World-Class Web Site for a Superb Nonprofit-without Breaking the Bank | p. 107 |
| Solopreneur Sagas-Even Microbusinesses Make Content Marketing Pay Off | p. 119 |
| Content Marketing Pays Off on the Bottom Line in Australia | p. 133 |
| You Can Trust Northern Trust to Deploy a Great Content Marketing Strategy | p. 141 |
| Leveraging Content Marketing to Strengthen Member and Community Relationships | p. 151 |
| At Best Buy, It's All about Strengthening Customer Relationships | p. 165 |
| Using Content Marketing to Accelerate the Acceptance of a Concept and a Product | p. 173 |
| Preserving the Value of Content | p. 183 |
| ThomasNet-A Content Marketer's Content Marketer | p. 191 |
| E-mail Software Provider Teaches Customers to Market Effectively | p. 201 |
| U.K. Law Firm Uses Content Marketing to Build Powerful New Brand | p. 211 |
| Rockwell Automation Uses Content Marketing to Be Global, Local, and Cost-Effective | p. 221 |
| Putting the Lessons into Action | |
| Top 10 Content Marketing Lessons Learned from Successful Practitioners | p. 233 |
| An In-Depth Case Study-Developing a Content Marketing Strategy from Start to Finish | p. 235 |
| Marketing Survival | p. 245 |
| Notes | p. 247 |
| Acknowledgments | p. 249 |
| Index | p. 253 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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