Killing Marketing How Innovative Businesses Are Turning Marketing Cost Into Profit Book PDF, EPUB Download & Read Online Free

Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
Author: Joe Pulizzi, Robert Rose
Publisher: McGraw Hill Professional
ISBN: 1260026434
Pages: 272
Year: 2017-09-08
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Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.
Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
Author: Joe Pulizzi, Robert Rose
Publisher: McGraw-Hill Education
ISBN: 1260026426
Pages: 272
Year: 2017-09-13
View: 418
Read: 1252
Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.
Managing Content Marketing
Author: Robert Rose, Joe Pulizzi
Publisher: BookBaby
ISBN: 0983330700
Pages: 180
Year: 2011-10-03
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Let’s face it...content marketing is all the rage. Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing. There have been countless books and resources that have covered all aspects of content marketing ...from the why to the what to the where...but oddly enough, rarely the how. Not until now that is. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book will give you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand. World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories, and explains it in a way that can actually be implemented. You’ll Learn How To: - Build the Business Case for Content Marketing - Develop a Content Marketing Strategy that Works for Your Business - Tell a Consistent Story that Engages Your Customers - Determine the Right Marketing Channels to Implement - Create an Internal and External Workfl ow for Content Marketing - Measure Content Marketing and Communicate Results to Internal Stakeholders
Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 0071819916
Pages: 352
Year: 2013-09-27
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Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.
Content - The Atomic Particle of Marketing
Author: Rebecca Lieb
Publisher: Kogan Page Publishers
ISBN: 0749479760
Pages: 240
Year: 2017-06-03
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Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands. Written by a recognised industry thought-leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels. It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.
The Social Organism
Author: Oliver Luckett, Michael Casey
Publisher: Hachette Books
ISBN: 0316359548
Pages: 336
Year: 2016-11-15
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"A must-read for business leaders and anyone who wants to understand all the implications of a social world."-Bob Iger, Chairman and Chief Executive Officer of The Walt Disney Company From tech visionaries Oliver Luckett and Michael J. Casey, a groundbreaking, must-read theory of social media -- how it works, how it's changing human life, and how we can master it for good and for profit. In barely a decade, social media has positioned itself at the center of twenty-first century life. The combined power of platforms like Facebook, Twitter, Instagram, Snapchat, and Vine have helped topple dictators and turned anonymous teenagers into celebrities overnight. In the social media age, ideas spread and morph through shared hashtags, photos, and videos, and the most compelling and emotive ones can transform public opinion in mere days and weeks, even attitudes and priorities that had persisted for decades. How did this happen? The scope and pace of these changes have left traditional businesses -- and their old-guard marketing gatekeepers -- bewildered. We simply do not comprehend social media's form, function, and possibilities. It's time we did. In The Social Organism, Luckett and Casey offer a revolutionary theory: social networks -- to an astonishing degree -- mimic the rules and functions of biological life. In sharing and replicating packets of information known as memes, the world's social media users are facilitating an evolutionary process just like the transfer of genetic information in living things. Memes are the basic building blocks of our culture, our social DNA. To master social media -- and to make online content that impacts the world -- you must start with the Social Organism. With the scope and ambition of The Second Machine Age and James Gleick's The Information, The Social Organism is an indispensable guide for business leaders, marketing professionals, and anyone serious about understanding our digital world -- a guide not just to social media, but to human life today and where it is headed next.
Experiences
Author: Robert Rose, Carla Johnson
Publisher:
ISBN: 0985957646
Pages: 344
Year: 2015-03-15
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How business will be transformed in a new era of marketing; led by storytellers and powered by remarkable, content-driven, customer experiences.
They Ask You Answer
Author: Marcus Sheridan
Publisher: John Wiley & Sons
ISBN: 1119312973
Pages: 240
Year: 2017-01-17
View: 434
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"This book will not just tell the incredibly practical and extraordinarily simple story of River Pools and Spas, but it will also dissect how other companies of various industries have managed to find exceptional results applying these same principles, making it relatable to all industries, businesses, and entrepreneurs alike"--
Danish Dynamite
Author: Rob Smyth, Lars Eriksen, Mike Gibbons
Publisher: A&C Black
ISBN: 1408844850
Pages: 288
Year: 2014-04-24
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The Denmark side of the 1980s was one of the last truly iconic international football teams. Although they did not win a trophy, they claimed something much more important and enduring: glory, and in industrial quantities. They were a bewitching fusion of futuristic attacking football, effortless Scandinavian cool and laid-back living. They played like angels and lived like you and I, and they were everyone's second team in the mid-1980s. The story of Danish Dynamite, as the team became known, is the story of a team of rock stars in a polyester Hummel kit. Heralding from a country with no real football history to speak of and a population of five million, this humble and likeable team was unique. Everymen off the field and superheroes on it, they were totally of their time, and their approach to the game was in complete contrast to the gaudy excess and charmless arrogance of today's football stars. That they ultimately imploded in spectacular style, with a shocking 5-1 defeat to Spain in the 1986 World Cup in a game that almost everyone expected them to win, only adds to their legend. For the first time in Emglish, Danish Dynamite tells the story of perhaps the coolest team in football history, a team that had it all and blew it in spectacular style after a live-fast-die-young World Cup campaign. Featuring interviews with the players themselves, including Michael Laudrup, Preben Elkjær and Jesper Olsen, as well as with those who played or managed against them, this is a joyous celebration of one of the most life-affirming teams the world has ever seen.
Hacking Marketing
Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183219
Pages: 288
Year: 2016-03-02
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Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You
Author: John Hall
Publisher: McGraw Hill Professional
ISBN: 1260011933
Pages:
Year: 2017-04-28
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A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out. It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals: • how consumer needs and expectations have changed and what this shift means for you • how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you • proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth. Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.
Get Content Get Customers: Turn Prospects into Buyers with Content Marketing
Author: Joe Pulizzi, Newt Barrett
Publisher: McGraw Hill Professional
ISBN: 0071628827
Pages: 224
Year: 2009-05-02
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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
Full Funnel Marketing
Author: Matt Heinz, The Heinz Marketing Team
Publisher: Heinz Marketing Press
ISBN: 0615664504
Pages: 220
Year: 2016-04-28
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It's no longer enough for B2B marketers to feed their sales team with qualified leads, supply them with content and bid them good luck the rest of the way. Today's ?full funnel? marketers are actively working side-by-side with the sales team throughout every stage of the buying journey and sales process, embracing revenue responsibility and measuring their impact based on not just sales pipeline contribution but marketing influence on closed business and direct revenue growth.This expanded role for modern B2B marketing organizations is transforming how the function is viewed, prioritized and funded ? converting marketing from a cost center to a strategic profit center in companies big and small across all industries. This book is your guide to transforming your role, your team and your business with the Full Funnel Marketing approach. You'll find specific, tactical and pragmatic approaches to every facet of modern marketing success, including:? Helping your buyers challenge the status quo and engage? Establishing need and urgency to accelerate sales pipeline velocity? Coordinating sales and marketing activity to close more deals in less time? Accelerating the pace, volume and conversion of qualified sales opportunities? Much more
Crazy-Stressed
Author: Michael J. BRADLEY
Publisher: AMACOM
ISBN: 0814438059
Pages: 288
Year: 2017-04-27
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Peel back the cheerful façade that parents present, and you’ll find that many are worried about their teens. Mood swings, impulsiveness, poor judgment, and other problems peak in these years. Add stressors such as screen addiction, cyberbullying, increasing academic demands, and time-consuming athletic commitments . . . and it’s no surprise that today’s teenagers rank as the most anxious in 50 years. Parents long to help, but how? Based on a career counseling kids and their parents, psychologist Michael Bradley locates the most powerful protective trait: resilience. Teens with this crucial quality know how to handle difficulty, overcome obstacles, and bounce back from setbacks. Packed with insights from neuroscience and psychology, real-life case studies, and a dose of humor, Crazy-Stressed sheds light on the teen brain and offers a wealth of resiliency-boosting strategies. In it, Dr. Bradley reveals: What kids these days are really going through Ways to strengthen the seven skills every teen needs to survive and thrive What-to-do-when suggestions for common behavior, school, and social issues Tactics for coping with conflict, teaching consequences, improving communication, staying connected, and more It’s not easy being a teen—and it’s certainly not easy parenting one. Always frank and often funny, Crazy-Stressed will become your go-to guide . . . and your kids may even thank you for it.
The Best Damn Web Marketing Checklist, Period! 2.0
Author: Stoney Degeyter
Publisher: Velocitized Media
ISBN: 0990346145
Pages:
Year: 2017-05-05
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So you want to build a website, or make your current site better? Where do you start? The Best Damn Web Marketing Checklist, Period! 2.0 answers that question and more. Updated for 2017, it is a comprehensive digital marketing guide that will help any company build or improve their website so that it performs optimally for both search engines and visitors. These web marketing strategies will not only increase your website traffic but improve your entire web presence as well. This new version of the guide includes 4 new checklists for a total of 39 checklists and more than 675 web marketing action points that deliver online success. The checklist covers web marketing strategies for areas including as design considerations, site architecture, conversion optimization, website optimization (SEO), website advertising (pay per click or PPC), content writing and social media strategy. This version also adds checklists on YouTube video optimization, PDF optimization, and more. These comprehensive lists cover all aspects of digital marketing, starting with buying the right domain all the way to web development, promotion and analytics. Get this incredible resource for your web marketing team today!