"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
Creating honest, accurate and timely content is no longer optional if business owners want their website to attract a growing flow of visitors who keep coming back for more. The rules of marketing a product have changed. Instead of bold headlines, flashy graphics and minimal text, what customers really want is valuable content that will improve their lives. People spending money will only stop for what is relevant and ignore the rest. GET CONTENT GET CUSTOMERS: Turn Prospects into Buyers with Content Marketing by Joe Pulizzi and Newt Barrett (McGraw-Hill; June 2009) teaches readers new tips, tricks and techniques for sourcing and producing exceptional content marketing.
Content marketing is the art of understanding exactly what customers need to know and delivering it to them in a relevant and compelling way. This extends into the realm of best practices, case studies, success stories, thought leadership and more. This source of marketing enables companies to build a level of trust among their customers that makes it easy for those customers to buy. Some marketers find this hard to do because it means changing the old fashioned thought patterns of marketing.
GET CONTENT GET CUSTOMERS was written to show readers how to develop and deploy a profitable content marketing strategy. It is a practical resource guide about how to cope with new buyer realities. In an easy-to-read format, the book provides an understanding of why content marketing is the optimum approach to cope with fundamental changes in the way customers are buying products. GET CONTENT GET CUSTOMERS will also show readers:
• Why fundamental changes in marketing lean towards content marketing
• How to cope with the changes in buyer behavior by engaging in a dialogue with customers that will make them want to buy from you
• To understand their customers, their concerns and the best way to communicate with them by asking the right questions
• How and when to use the most important types of content to connect with your customers in print and online
• Best practices from organizations that are executing content marketing successfully
• How to develop create, de ploy and replicate effective content marketing strategies
• How to take advantage of a rich set of resources, including checklists, online links and a list of experts in various elements of content marketing
Content marketing has become the greatest opportunity businesses have had to communicate directly with their customers, and GET CONTENT GET CUSTOMERS shows readers exactly how to make the necessary changes to reach their audience.
ABOUT THE AUTHORS
Joe Pulizzi is founder and chief content officer for Junta42, the leading online resource dedicated to helping businesses of all sizes learn how to create valuable, relevant and compelling content. Pulizzi is also president for Z Squared Media, LLC, a content marketing consulting firm that works with clients to create better content, that ultimately helps generate new and lasting revenue streams. He lives in Cleveland, OH.
Newt Barrett is president of Content Marketing Strategies, a division of Voyager Media, Inc., which helps small and medium-sized companies attract new customers through the use of relevant content practices. He is founder of ContentMarketingToday.com, an educational website dedicated to helping marketers find new ways to reach their customers in print, online and in-person. He lives in Bonita Springs, Fl.
GET CONTENT GET CUSTOMERS: Turn Prospects into Buyers with Content Marketing by Joe Pulizzi and Newt Barrett; McGraw-Hill; June 2009; Paperback; $21.95; 10: 0-07-162574-7; 13: 978-0-07-162574-6
Suggested Interview Questions for the authors of
GET CONTENT GET CUSTOMERS
1. What inspired you to write GET CONTENT GET CUSTOMERS?
2. In your book, you talk about the need for marketers to think like publishers. What does that mean and why is it important?
3. Who are your target readers and why should they read this book?
4. What makes GET CONTENT GET CUSTOMERS different from other marketing books available today?
5. Do you think marketing with bold headlines and flashy graphics a thing of the past?
6. What are the biggest mistakes marketers make when trying to implement a content marketing strategy?
7. What types of services can media companies offer in today's age of content marketing to stay competitive?
8. What is the next major trend that marketers need to anticipate?
9. What do you want readers to take with them after reading GET CONTENT GET CUSTOMERS?
