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ISBN10: 0071625747 | ISBN13: 9780071625746
ISBN10: 0071625747
ISBN13: 9780071625746
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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
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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