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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit
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Product details
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Audible Audiobook
Listening Length: 5 hours and 45 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Elephant Audiobooks
Audible.com Release Date: September 5, 2017
Whispersync for Voice: Ready
Language: English, English
ASIN: B0759ZYP3Y
Amazon Best Sellers Rank:
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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