Summary Killing Marketing How Innovative Businesses Are Turning Marketing Cost Into Profit By Joe Pulizzi And Robert Rose

* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes. By reading this summary, you will discover a whole new marketing model: content marketing. You will also discover that : despite advances in technology, marketing today is out of breath; companies have had great success in creating their own media to talk to their audience; content marketing requires a new model that can bring its own profitability; the content created must provide value that is independent of the products, and that builds user loyalty and a true relationship with the user. The marketing industry faces many challenges: established practices are increasingly struggling to deliver results. At the same time, some companies are implementing new strategies. To address their customers, they create their own media and distribute a wide variety of content, offering real value. These independent activities nourish their brand image and reputation while generating revenue. Despite the skepticism of many professionals, the future will surely involve such a rethink of established practices. *Buy now the summary of this book for the modest price of a cup of coffee!

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.

Perhaps no function in the business organization has been as fundamentally revolutionized as marketing. The social and mobile Web has completely changed the speed, efficiency, and ease with which consumers can engage with each other and has had a tremendous impact on brands. This new engagement of the consumer with keen awareness of their relationships and emerging social networks now correlates to every single aspect of our business. So, yes, marketing has changed. The question is what are we going to do about it?Content and Subscription: The New Marketing OpportunityAs growth of the social and mobile Web changes the methods of communication, the old lines of hierarchical relationships between business and consumer blur substantially. As consumers publish and share their opinions (both good and bad) with increasing ease, they can become more persuasive than even the company's voice itself. Every one of these groups becomes a powerful ally or enemy depending on what we do. All of them will be constantly in flux developing levels of trust and requiring varying levels of transparency to filter content and determine buying decisions. They will expand and collapse with great velocity, and it will all happen with or without our participation.Content marketing has been around for hundreds of years. But the application of a specific strategic process around content marketing is still new. The amount of budget that is allotted for new content creation is going to become a significant part of your "new media" budget. And subject matter experts in the organization are going to have new responsibilities. It's a transformative new process and it won't happen overnight. But it can, and should, happen. Get Content Get Customers showed us the light but there's been no book to show us the way. There is an ancient Chinese proverb that says a "crisis" is simply an "opportunity riding the dangerous wind." As marketers we now have the opportunity to develop new processes with our marketing strategy, power them with content, and ultimately keep that wind at our back.Successful programs will focus on creating a thoughtful strategy and process to foster this content marketing. This book is a detailed "how-to" to build that successful content marketing process.

Wenn Sie diese Zusammenfassung lesen, werden Sie ein ganz neues Marketingmodell entdecken: das Content Marketing. Sie werden auch feststellen, dass : Trotz des technologischen Fortschritts ist dem Marketing heute die Puste ausgegangen; die Unternehmen mit großem Erfolg ihre eigenen Medien geschaffen haben, um mit ihrem Publikum zu sprechen; Content Marketing ein neues Modell erfordert, das seine eigene Rentabilität mit sich bringen kann; die geschaffenen Inhalte müssen einen von den Produkten unabhängigen Wert bieten, der die Loyalität der Nutzer und eine echte Beziehung zu ihnen aufbaut. Die Marketingbranche steht vor vielen Herausforderungen: Die etablierten Praktiken haben zunehmend Schwierigkeiten, Ergebnisse zu liefern. Gleichzeitig setzen einige Unternehmen neue Strategien um. Um ihre Kunden anzusprechen, schaffen sie ihre eigenen Medien und verbreiten eine Vielzahl von Inhalten, die einen echten Mehrwert bieten. Diese unabhängigen Aktivitäten pflegen ihr Markenimage und ihren Ruf und generieren gleichzeitig Einnahmen. Trotz der Skepsis vieler Fachleute wird die Zukunft sicherlich ein solches Überdenken etablierter Praktiken beinhalten.

The must-read summary of Jon Spoelstra's book: "Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts". This complete summary of the ideas from Jon Spoelstra's book "Marketing Outrageously" shows how the most fun and refreshing marketing campaigns - which therefore make the most money - are those that are outrageous. In his book, the author presents his research into outrageous marketing campaigns and reveals the key traits that they all have in common. This summary explains each of these key traits so that you can implement them into your own campaigns and get real results. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "Marketing Outrageously" and discover why outrageous marketing leads to outrageous profits.

Ao ler este resumo, o senhor vai descobrir um modelo de marketing totalmente novo: marketing de conteúdo. O senhor também vai descobrir que : apesar dos avanços da tecnologia, o marketing hoje está sem fôlego; as empresas têm tido grande sucesso na criação de seus próprios meios de comunicação para falar com seu público; o marketing de conteúdo requer um novo modelo que pode trazer sua própria rentabilidade; o conteúdo criado deve fornecer um valor que seja independente dos produtos, e que construa a lealdade do usuário e uma verdadeira relação com o usuário. A indústria do marketing enfrenta muitos desafios: as práticas estabelecidas estão cada vez mais lutando para produzir resultados. Ao mesmo tempo, algumas empresas estão implementando novas estratégias. Para se dirigir a seus clientes, elas criam sua própria mídia e distribuem uma grande variedade de conteúdos, oferecendo um valor real. Essas atividades independentes alimentam sua imagem de marca e sua reputação enquanto geram receita. Apesar do ceticismo de muitos profissionais, o futuro certamente envolverá tal repensar das práticas estabelecidas.

Indispensable summaries of the best marketing books of our time Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Focused, insightful, and practical, Soundview’s summaries have been acclaimed as the definitive selection service for the sophisticated business book reader. Now Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that include one all-new, previously unpublished summary. Here is just about everything you ever wanted to know about marketing. The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals and students. Who are the gurus? They include: • Guy Kawasaki on How to Drive Your Competition Crazy • Geoffrey Moore on marketing high technology, in Crossing the Chasm. • Jack Trout on how companies can help their products stand above the crowd, in Differentiate or Die. • Regis McKenna on the changing role of the customer, in the classic Relationship Marketing. • Philip Kotler on the concept of Lateral Marketing, which helps companies avoid the trap of market fragmentation. • Seth Godin on how to create a Purple Cow that will take off through word of mouth. • Lisa Johnson and Andrea Learned on marketing to women in Don’t Think Pink. The collective wisdom contained in The Marketing Guru can help any marketer on his or her journey to becoming a marketing guru. www.summary.com

He proves it in these pages." (Jay Baer, New York Times bestselling author of Youtility: Why Smart Marketing is About Help Not Hype). "The future of successful brand building, an