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Advertising Is Out; Information Is In: New Book Challenges Traditional Notions of Marketing
New York, NY (PRWEB) June 18, 2008 -- Radical changes in buyer behavior in the last decade require equally radical changes in marketing. Those changes are all about providing relevant and valuable content to customers who need it. Released by Voyager Media, Inc., Get Content. Get Customers. (http://www.getcontentgetcustomers.com), the new book by marketing experts Joe Pulizzi and Newt Barrett, takes all the mystery out of creating information-rich content that reaches a brand's target audience to create enviably committed consumers.
So what is content marketing? The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.
This is essential in the age of the Internet, when consumers have access to vast amounts of information from a range of resources. Unless marketers create their own streams of reliable, trustworthy information, consumers will simply go elsewhere to find what they need.
With that in mind, Pulizzi and Barrett created Get Content. Get Customers. to give marketers all the information they need. Not just to understand what content marketing is--and how it reaches target audiences--but to create the very best content marketing strategies for their brands and to put them into practice.
In Get Content. Get Customers. readers learn:
? Why fundamental changes in the marketing universe demand that we become content marketing practitioners;
? How to cope with the fundamental changes in buyer behavior by engaging in a dialogue with your prospects and customers. How to make them want to buy from you;
? How content marketing can accelerate the growth of your customer base, grow revenues, and improve your bottom line;
? How to understand your customers, their concerns, and how to communicate with them by asking the right questions;
? How and when to use the most important types of content to connect with your customers in print and online;
? Best practices from organizations that are executing content marketing successfully;
? How to develop processes that will enable you to create, deploy and replicate effective content marketing strategies throughout your organization.
"The creation of valuable and relevant content is today's competitive advantage." said Pulizzi. "Organizations need to start thinking about content like one of their own products--one that they invest in and ultimately becomes central to their overall business strategy."
"The content marketing mindset is the key." added Barrett. "Organizations must start to think more about educational and informational content, and less about traditional product advertising and messaging. Only then will they have a true opportunity to separate themselves from the clutter--creating real customer conversations in the process. Our book gives real examples of how leading companies are doing just that."
Get Content. Get Customers. will be formally released on July 1, but advance copies are available for sale at http://www.getcontentgetcustomers.com and at Amazon.com (http://www.amazon.com/Get-Content-Customers-Newt-Barrett/dp/098018780X/ref=sr_1_1?ie=UTF8&s=books&qid=1213635114&sr=8-1).
Read a free excerpt from Get Content. Get Customers. at http://getcontentgetcustomers.com/free-excerpt/.
About Joe Pulizzi
Thought leader, speaker, writer and evangelist for content marketing, Pulizzi is founder and chief content officer for Junta42 (http://www.junta42.com), a content marketing/custom publishing community search engine and resource, helping businesses of all sizes learn how to create valuable, relevant and compelling content. Junta42's Match (http://www.junta42.com/match) product is a web service that helps businesses and associations find the best possible vendors for their custom content projects. Joe is also president of Z Squared Media LLC, a content marketing consulting firm for marketers and publishers. Previously, Joe was vice president of custom media for Penton Media, Inc., the largest independent business-to-business publisher in North America. Joe's blog, http://blog.junta42.com, is one of leading blogs in content marketing.
About Newt Barrett
Newt is president of Content Marketing Strategies (http://www.contentmarketing.net), a division of Voyager Media, Inc. His company helps small- and medium-sized companies attract new customers through the use of relevant content practices. Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser-and much more likely to become buyers. You can find more about Newt, his company, and about content marketing at Content Marketing Today (http://www.contentmarketingtoday.com).
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