How to turn prospects into buyers by providing compelling content
Posted by April 29th 09
How do marketers provide compelling content that customers and prospects actually want to consume? How to combine old and new marketing in innovative and useful ways? How to build on going customer relationships? How to attract prospects and retain customers? Joe Pulizzi & Newt Barrett answer these questions and share their insights in "Get Content. Get Customers.".
Joe Pulizzi & Newt Barrett are thought leaders & evangelists for content marketing. Their book "Get Content. Get Customers." has been called THE handbook for content marketing. It helps teach businesses why and how to create compelling content to grow their businesses. "Get Content. Get Customers." is a value packed and practical guide for anybody who creates or markets any kind of content in this digital era. The book guides you on how to create and execute a content marketing strategy for your business.
Joe Pulizzi & Newt Barrett have taken a case study approach to convey their ideas on content marketing. They don't just preach - instead they show with concrete examples of how large and small companies are leveraging the power of content to drive their businesses. They highlight six reasons why businesses are making the change towards content marketing and dedicate an entire chapter on how to select the content type that is a best match for your strategy
 |
"Content Marketing is the art of understaning exactly what your customers need to know and delivering it to them in a relevant and compelling way."- Joe Pulizzi & Newt Barrett |
While the book discusses any type of content, there are many ideas that are directly applicable to writing and marketing whitepapers or eBooks:
- What informational need of the buyer are you trying to fulfill?
- Analyze customers' informational needs through phone conversations, in-person meetings, or email surveys
- Determine the goal behind producing any content
- Have a thorough understanding of your customer and what is most important to them. Create material that will intrinsically be valuable to your customers.
- Deliver to a targeted set of audience
- Have a clear call-to-action. What do you want your customer to do?
- What is the ROO (Return on Objective)? Does your written material lead to increased sales or increased readership?
You can access a free excerpt of the book here. The book's webite is here.
Joe Pulizzi has a blog post on the newer version of the book that will be available in May.
Marketing rules have changed. Pick up "Get Content. Get Customers." and learn the new marketing game. Discover specific methods you can start to use to implement your content strategy today. Become a 'content marketer' and grow your business.
Check out Joe Pulizzi's recommendation for Five Content Marketing Books You Need to Read.
posted in Reviews
May 2012
