Get Content Get Customers: Turn Prospects into Buyers with Content Marketing

by Pulizzi, Joe; Barrett, Newt

• ISBN13: 9780071625746
• ISBN10: 0071625747
• Edition: 1st
• Format: Paperback
• Copyright: 2009-05-20
• Publisher: McGraw Hill

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..

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.