Get Content Get Customers: Turn Prospects into Buyers with Content Marketing

Joe Pulizzi is founder and chief content officer for Junta42, the leading online resource for content marketing. Newt Barrett is president of Content Marketing Strategies, a firm that helps businesses market their products and services through relevant content.

Foreword
Introduction


Section One: Coping With the Content Marketing Revolution
Chapter One: The Shift to Content Marketing
Chapter Two: Six Reasons Businesses Are Making the Change Toward Content Marketing


Section Two: How to Put Content Marketing to Work
Chapter Three: How to Develop a Content Marketing Mindset—and a Process to Match—Within Your Organization
Chapter Four: How to Select the Content Types that Best Match Your Strategy
Chapter Five: Making Great Content Happen
Chapter Six: Putting the “Marketing” in Content Marketing


Section Three: Learning from Smart Marketers—Best Practice Success Stories
Chapter Seven: Best Practice Success Stories Overview
Chapter Eight: Yes, Content Marketing Can Make Welding Cool!
Chapter Nine: Creative Content Marketing Enables a David to Compete Successfully Against Goliaths
Chapter Ten: Finally, a PR Agency that Understands Both Boomers and Blogging!
Chapter Eleven: Perfectly Targeted Content for Customers and Prospects
Chapter Twelve: Solopreneur Sagas—Even Micro-Businesses Make Content Marketing Pay Off
Chapter Thirteen: Content Marketing Pays Off on the Bottom Line in Australia
Chapter Fourteen: You Can Trust Northern Trust to Deploy a Great Content Marketing Strategy
Chapter Fifteen: Leveraging Content Marketing to Strengthen Member and Community Relationships
Chapter Sixteen: At Best Buy, It’s All About Strengthening Customer Relationships
Chapter Seventeen: Using Content Marketing to Accelerate the Acceptance of a Concept and a Product
Chapter Eighteen: Preserving the Value of Content
Chapter Nineteen: ThomasNet—A Content Marketer’s Content Marketer
Chapter Twenty: E-mail Software Provider Teaches Customers to Market Effectively
Chapter Twenty-One: UK Law Firm Uses Content Marketing to Build Powerful New Brand
Chapter Twenty-Two: Rockwell Automation Uses Content Marketing to Be Global, Local, and Cost-Effective


Section Four: Putting the Lessons into Action
Chapter Twenty-Three: Top 10 Content Marketing Lessons Learned from Successful Practitioners
Chapter Twenty-Four: An In-Depth Case Study—Developing a Content Marketing Strategy from Start to Finish
Chapter Twenty-Five: Marketing Survival


Acknowledgments
Index
About the Authors