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

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

Format:  Paperback,

261 pages

Publisher: McGraw-Hill

Publish Date: Apr 2009

ISBN-13: 9780071625746

ISBN-10: 0071625747

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The following content was provided by the publisher.

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

Specifications

Author:
Author:
Publisher: McGraw-Hill
Publish Date: Apr 2009
ISBN-13: 9780071625746
ISBN-10: 0071625747
Format: Paperback
Number of Pages: 261
Shipping Weight (in pounds): 0.84
Product in Inches (L x W x H): 6.12 x 0.61 x 9.05

Chapter outline

Foreword
Introduction
Coping with the Content Marketing Revolution
The Shift to Content Marketing
Six Reasons Businesses Are Making the Change to Content Marketing
How to Put Content Marketing to Work
How to Develop a Content Marketing Mindset-and a Process to Match-within Your Organization
How to Select the Content Types That Best Match Your Strategy
Making Great Content Happen
Putting the "Marketing" in Content Marketing
Learning from Smart Marketers-Best Practice Success Stories
Best Practice Success Stories Overview
Yes, Content Marketing Can Make Welding Cool
Creative Content Marketing Enables a David to Compete Successfully against Goliaths
Finally, a PR Agency That Understands both Boomers and Blogging!
How to Create a World-Class Web Site for a Superb Nonprofit-without Breaking the Bank
Solopreneur Sagas-Even Microbusinesses Make Content Marketing Pay Off
Content Marketing Pays Off on the Bottom Line in Australia
You Can Trust Northern Trust to Deploy a Great Content Marketing Strategy
Leveraging Content Marketing to Strengthen Member and Community Relationships
At Best Buy, It's All about Strengthening Customer Relationships
Using Content Marketing to Accelerate the Acceptance of a Concept and a Product
Preserving the Value of Content
ThomasNet-A Content Marketer's Content Marketer
E-mail Software Provider Teaches Customers to Market Effectively
U.K. Law Firm Uses Content Marketing to Build Powerful New Brand
Rockwell Automation Uses Content Marketing to Be Global, Local, and Cost-Effective
Putting the Lessons into Action
Top 10 Content Marketing Lessons Learned from Successful Practitioners
An In-Depth Case Study-Developing a Content Marketing Strategy from Start to Finish
Marketing Survival
Notes
Acknowledgments
Index

Book description

Connect to customers withcompelling 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 tocustomers—without interrupting their lives.

It’s the new way of marketing, and it’s theonly way to build a loyal, engaged customer base.

“Pulizzi and Barrett have taken integrated marketing communicationsto the next level... Every marketer, large or small, can use thistext to build better ongoing customer relationships.”

—Don Schultz, Professor Emeritus-in-Service, Integrated MarketingCommunication, Northwestern University

“Deftly navigating the worlds of PR, advertising and marketing, Joe and Newt prove that the real secret to great marketing is nota brilliant tagline, but creating compelling and useful content.”

—Rohit Bhargava, Senior Vice President of Digital Marketing, Ogilvy 360Digital Influence, and author of Personality Not Included

Get Content Get Customers provides a play-by-play for any marketerwho is serious about breaking away from the pack.”

—Greg Verdino, Chief Strategy Officer, Crayon, LLC

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