I just got my copy of Joe Pulizzi & Newt Barrett’s content marketing book in the mail, and I’m happy as a pig!
Get Content, Get Customers is written exclusively to address a new style of marketing with content that is revolutionizing the way big and small companies attract clients on and off line.
This book has as it’s tag line: How to use content marketing to deliver relevant, valuable, and compelling information that turns prospects into buyers.
It is thanks to Pulizzi and Barrett that I embarked on re-purposing this blog. Finally I had a name for the kind of marketing I was helping our clients do: market themselves by providing useful and unique content to a targeted audience.
I realized I wasn’t just writing about ezines or blog writing. The big picture is content marketing, how to use content to attract customers and grow business.
Here are a few choice morsels from the book:
"…content marketing [is] a concept that some people regard as new-age, but which is really as old as the village bazaar. Content marketing is about relationships and trust. It’s about suppliers and customers forming bonds that spring from mutual dependencies and shared interest. It’s about businesses really listening to their customers and endeavoring to deliver the goods and services that those customers need. It’s about customers returning the favor by offering advice." foreword by Paul Gillin, author, The New Influencers: a Marketer’s Guide to the New Social Media, p. 5.
"Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. This extends way beyond the offering of product information and into the realm of best practices, case studies, success stories, thought leadership, and more. Once you have delivered relevant content, you become a trusted resource." Pulizzi & Barrett, p. 7.
"Smart companies [and professionals] know they need to be something more than just vendors, so they’ve learned how to become significant content providers for their current and future customers." p. 8.
Although yesterday I wrote about the importance of learning copywriting, by no means do I mean you must only write content to try to sell something. Copywriters who are successful understand the psychology of influencing with words. They write to persuade readers to take action. That action may be sales oriented, or designed to build relationships and feelings of trust.
I believe anyone who wants to master this new style of marketing with content and grow their business must learn how to write valuable and useful content to potential customers, and do this with strategic purpose. You write to build trust and credibility. You write to persuade and influence. You write to get readers to take action.
And especially if you’re in charge of your own company, you know how important content is for attracting clients.
Here’s more about the book from the Amazon product description page:
We are in the middle of a content revolution, a revolution like none we’ve ever seen before. It is simply the greatest opportunity businesses have ever had to communicate directly with their customers. The barriers, that for years have separated businesses from talking one-on-one with their customers, have fallen.
No longer is it necessary to buy ads to get your message out. Today, marketers can be the media. Businesses, both large and small, have the opportunity to create their own valuable, relevant and compelling content that turns prospects into buyers of your products and services. This strategy, called content marketing, creates marketing messages that your customers request, instead of interruptive messages they ignore.
Get Content. Get Customers shows you step-by-step how to create and execute a content marketing strategy that works regardless of the size of your company or the type of business you are in. This book provides dozens of examples of how large and small companies, associations, entrepreneurs, and international organizations are leveraging the power of content to drive their businesses.
All the rules have changed. You need to relearn the marketing game with a brand new marketing mindset. Those who can adapt will flourish. This book offers a practical guide that you can implement now to drive your business for the future.