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BuyerSteps Authors: Jason Bloomberg, Paul Simmons, Emily Jackson, Mehdi Daoudi, Jayaram Krishnaswamy

Related Topics: Twitter on Ulitzer, Content Marketing Journal, New Media on Ulitzer, Marketing and Sales, Market Research, Marketing Automation, Google

Book Review

Turn Prospects Into Buyers With Compelling Content

Book Review: Joe Pulizzi'si & Newt Barrett's Book "Get Content. Get Customers"

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.

More Stories By Ambal Balakrishnan

Ambal has robust 17+ years experience working at and partnering with high-profile technology companies in both B2B and B2C marketplaces building scalable, reliable, high performance products (both hardware and software) for business with multi-billion dollar in annual revenue. She has done various roles that includes engineering, program management, business development, strategy and marketing for premium and fast growing product divisions at Cisco, Telecordia (prior name Bell Labs) and strategic marketing consulting firm ClickDocuments. At Cisco, she focused on world wide marketing and positioning of Cisco's Cloud & Data Center switching business. She brings both strong engineering & marketing skills with verticals experience from many different industries. Ambal received her Masters in Computer Science from Purdue University and an MBA in Marketing, Strategy and Entrepreneurship from Wharton University of Pennsylvania. Ambal is an avid reader and hiker. Her hiking pursuits have taken her to several mountains including Mt. Whitney at 14,500 feet (which she managed to climb in 1 day). Ambal lives in Austin, TX with her family of 3 boys (that includes her husband!) and a border-collie+lab mix dog named Rainbow.