Killing Marketing: How Innovative Businesses are Turning Marketing Cost Into Profit
- 3h 25m
- Joe Pulizzi, Robert Rose
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.
About the Authors
Joe is an entrepreneur, speaker, author, and podcaster. He's the founder of multiple startups, including the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the fastest growing business media company by Inc. magazine in 2014 and 2015. He began using the term "content marketing" back in 2001, now the fastest growing internet marketing industry.
Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe's third book, Epic Content Marketing was named one of "Five Must Read Business Books of the Year" by Fortune Magazine. His fourth book, Content Inc., has been a top direct marketing best-seller since September of 2015. Joe has also co-authored two other books, Get Content Get Customers and Managing Content Marketing. Joe has spoken at more than 400 locations in 16 countries advancing the practice of content marketing.
For more than 20 years, Robert has been helping marketers tell their story more effectively through digital media. Over the last five years, Robert has worked with more than 500 companies of all sizes, including 15 of the Fortune 100. He's provided strategic marketing advice and counsel for global brands such as Capital One, Dell, Caterpillar, Hewlett Packard, Microsoft, The Bill & Melinda Gates Foundation and UPS. Robert is currently the Chief Strategy Officer for The Content Advisory, the education and consulting group for The Content Marketing Institute.
Robert's second book - Experiences: The Seventh Era of Marketing is a top seller and has been called a "treatise, and a call to arms for marketers to lead business innovation in the 21st century." His first book, Managing Content Marketing, also written with Joe Pulizzi, spent two weeks as a top ten marketing book on Amazon.com and is generally considered to be the "owners manual" of the Content Marketing process.
In this Book
Return on Audience
The Revenue Model
The Marketing Media Savings Model
First Steps on the Road to Killing Marketing
The One Media Model
Today: The Beginning
What Now: Lessons Learned Along the Transformation
The Future of Marketing