Download PDF Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose

Download PDF Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose

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From the Back Cover

“Joe and Robert take us, once again, to the bleeding edge of marketing . . . but importantly help us understand how to stay there. Their bold thinking, matched only by their bold personali- ties, jumps off of each page.”―Jonathan Mildenhall, Chief Marketing Officer, Airbnb“Sometimes the manual needs to be thrown out the door. This book rewrites the rules of marketing, putting content front and center to create value and brand loyalists. Push the envelope, change the approach, and don’t be afraid to be disruptive.”―Jeffrey Hayzlett, primetime TV and radio host, speaker, author and part-time cowboy“Pulizzi and Rose have unlocked the puzzle of what marketing should be in the 21st century. Their focus on the two key elements, customers and the income flows those customers create, turns traditional product marketing thinking on its head.”―Don Schultz, Professor Emeritus of Service, Northwestern University’s Medill School“Loaded with ideas to turn content marketing into profit centers. Read it and you’ll become a believer, as I have.”―Al Ries, co-author, Positioning: The Battle for Your Mind“World renowned marketing experts Pulizzi and Rose partner to author prescriptive advice to help marketing executives transcend purchased media and ascend to owned media prominence.”―Kathy Button Bell, Senior Vice President and Chief Marketing Officer, Emerson“Killing Marketing is the senior executive handbook for what the marketing function should always have been and now can be.”―Stephanie Losee, Head of Content, Visa Corporate Communications, from the Foreword“Killing Marketing will challenge you to look beyond your known toolkit and change the structure of strategy that will fundamentally and profitably reshape the purpose of marketing in business.”―Timothy McDonough, Vice President Global Brand Marketing, Moen Incorporated“Killing Marketing is a controversial idea. But controversial marketing is exactly what is needed to profit successfully in the killing crossroads of traditional and new age business.”―Raj Munusamy, Vice President, Content Marketing & Messaging, Schneider Electric“Imagine marketing as a profit center, not a cost center. Sound crazy? Nope. This is the blueprint you need to flip marketing on its head, drive innovation, and claim your spot as a business leader.”―Ann Handley, Wall Street Journal bestselling author & Chief Content Officer, MarketingProfs“Killing Marketing brilliantly demystifies the full implications of content as a pre-eminent force in customer experience and business transformation in the post-Internet era.”―Carlos Abler, Global Content Marketing & Strategy Lead, 3M“Buy this book and transform where the marketing budget lives on the balance sheet!”―Rebecca Lieb, Analyst, Advisor and author of Content: The Atomic Particle of Marketing“RIP marketing. It’s been real. Killing Marketing just put the final nail in your cost center coffin.”―Jason Miller, Global Content Marketing Leader, LinkedIn

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About the Author

JOE PULIZZI 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. ROBERT ROSEFor 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.

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Product details

Hardcover: 272 pages

Publisher: McGraw-Hill Education; 1 edition (September 13, 2017)

Language: English

ISBN-10: 9781260026429

ISBN-13: 978-1260026429

ASIN: 1260026426

Product Dimensions:

6.3 x 1 x 9.3 inches

Shipping Weight: 1.3 pounds (View shipping rates and policies)

Average Customer Review:

4.6 out of 5 stars

56 customer reviews

Amazon Best Sellers Rank:

#231,100 in Books (See Top 100 in Books)

The core message of their new book is acknowledging that the marketing world, as we have known it since the dawn of the big three (print, radio, and TV), is our past and that marketing doesn’t have to be just a cost center anymore. When done well – brands can actually create a profit center from their marketing efforts. Instead of your marketing requiring additional financial resources – what if it generated new dollars? We’ve all heard the idea that about brands should become media companies. You may not want to take your company quite that far. But wouldn’t you like to make money with your marketing efforts?The book isn’t suggesting that you abandon your core business model and become an organization that generates revenue the way a traditional media company does. Nor is it suggesting that you should abandon your paid and earned media efforts. For most organizations, there will always be a benefit to those channels.But what the authors are suggesting is that businesses today also need a profit-generating owned media strategy that will give you an unfair competitive advantage.The book goes on to outline how a traditional company, who has been marketing in more traditional ways, can turn their marketing focus/efforts on its side and come out with a model of generating revenue from their marketing efforts.As with anything Joe and Robert do – I’m a fan. I think they’re insightful thinkers who have walked out what they teach (check out the Content Marketing Institute site) and continue to refine their viewpoint as things evolve.Check out the book. Re-think your plan for 2018. Begin to build your channel and the equity it can bring your organization.

As much as I agree with the book's main focus: the importance of building relevant content as a way to market products and services to customers. I think the authors could've said this is a 30-page paper. Upon reading, it felt more like a long, long sales brochure for Pulizzi and Rose's prior works, rather than original content. With such a strong title you'd expect a more insightful book.The book is overly repetitive with examples like Red Bull and Arrow, being mentioned over and over. I was actually quite surprised by the good reviews posted, all five stars!! No way... something fishy...Save your time and money and just Google the subject to get the same general concept.

One of the main things I agree with os the fact that we, as companies cannot be at the mercy of the media gatekeepers. It always boils down to the media provider agenda and not truly to the advertisers objective. We have seen it with it this last year with the scandals of FB and the US elections. I recently wrote an article about how Amazon, Apple, Facebook and Google, influence consumer behavior to pursue their own agenda. If you want to tell the truth about your brand, you got to be honest and do it yourself. Your audience will keep you honest. Why because you can say whatever you want about your brand, it does not matter. You do not control the narrative over your brand, your audience does. So the best thing you can do is join their conversations and built your brand by being truly engaged with both, the audience that hates you and the audience that loves you.

As the director of content marketing at Cleveland Clinic, the 2016 Content Marketer of the Year, and an interviewee for this book, I absolutely endorse it with all of my heart. It is an incredibly thought-provoking look at how marketing departments are being disrupted by the shift to content, focusing on companies that have been able to turn marketing activities into revenue-generating media/publishing organizations. I highly recommend this book to anyone working in content marketing, but more importantly to any executive looking to take their marketing vision forward. I loved every chapter, learned so much from the examples presented and I just got more excited about being a content marketer every time I turned the page! Fantastic work, Joe & Robert!

This book, without being a revelation, brings up a very interesting approach not so much to marketing itself, but to the way we perceive our marketing endeavours as well as in the expectations we should have of the results of any marketing action we take.VALUABLE content as marketing simply makes sense. And to be frank, this book is a perfect example of it. Through this book, the authors are building an incredibly engaged audience of people related as closely as it gets to the market they're in while making a profit from selling the content in the book.Great way to lead by example guys!

This book is at the top of my recommended short list for every CEO and CMO I know. Joe's views are spot on -- identifying trends that are rapidly changing the face of marketing, and describing in clear, pragmatic terms how companies can adapt and thrive. This is about more than just an evolutionary trend. It's about taking everything we think we know about demand marketing and turning it on its head.

This book’s only premise is that marketing should make a profit as a standalone unit like Red Bull Media. The rest is shameless advertising for their Content Marketing Institute.

Most content marketing books go in-depth about figuring out who you are and how to create a story around it. Although that is important, they don't really cover exactly how content marketing can be used as a function of business to increase revenue and drop costs. This book covers that.

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