Davids Trump Goliaths in New Age of Custom Marketing, Say Authors of New Book

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Get Content. Get Customers. Shows How the Web Allows Small Companies to Make a Big Impression.

The beauty of companies' creating their own media is that it really levels the playing field

In 2004, it cost $500,000 to create a sophisticated company Web site; in 2007, it cost $13,000. With recent developments in Web technologies, it is easier than ever for any business to create a Web presence that rivals that of major corporations. The new book Get Content. Get Customers., by marketing experts Joe Pulizzi and Newt Barrett, teaches companies of all sizes how to build lifelong brand loyalty with customized content that directly reaches current and prospective customers.

Responding to the changing landscape of media, Pulizzi and Barrett show how even the smallest businesses can craft customized marketing strategies that allow them to connect directly with their target audience -- no matter how what its size.

"The beauty of companies' creating their own media is that it really levels the playing field," said Pulizzi. "In fact, one could argue that smaller companies--businesses that are closer to the ground and really know their core audience--can actually do a better job of creating media that speak to their customers."

Using their "B.E.S.T. Formula," the authors give a structured road map for creating a failsafe content marketing strategy:

        • Behavioral--Everything you communicate with your customers has a purpose. What do you want them to do?
        • Essential--Deliver information that your best prospects really need to succeed at work or in life.
        • Strategic--Your content marketing efforts must be an integral part of your overall business strategy.
        • Targeted--You must target your content precisely so that it is truly relevant to your buyers.

Pulizzi and Barrett show how customized solutions, including Web sites and eNewsletters, print newsletters and publications, Webcasts, and more are the only cost-effective way to build brands, profits and, most importantly, customer loyalty.

Get Content. Get Customers. is available at Amazon.com. For more information, including a free excerpt from the book, visit 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, 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 product is a web service that helps businesses and associations find the best possible vendors for their custom content projects. Joe was recently names "Custom Media Innovator of the Year" by American Business Media. 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, 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.


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