Author:
Pulizzi, Joe.
Imprint:New York : McGraw-Hill, c2009.
Descriptionxxii, 261 p. : ill. ; 23 cm.
Note:The shift to content marketing -- Six reasons businesses are making the change to content marketing -- How to put content marketing to work -- How to develop a content marketing mindset, and a process to match, within your organization -- How to select the content types that best match your strategy -- Making great content happen -- Putting the "marketing" in content marketing -- Learning from smart marketers : best practices success stories -- Best practice success stories overview -- Yes, content marketing can make welding cool -- Creative content marketing enables a David to compete successfully against Goliaths -- Finally, a PR agency that understands both boomers and blogging! -- How to create a world-class web site for a superb nonprofit, without breaking the bank -- Solopreneur sagas : even microbusinesses make content marketing pay off -- Content marketing pays off on the bottom line in Australia -- You can trust Northern Trust to deploy a great content marketing strategy -- Leveraging content marketing to strengthen member and community relationships -- At Best Buy, it's all about strengthening customer relationships -- Using content marketing to accelerate the acceptance of a concept and a product -- Preserving the value of content -- ThomasNet : a content marketer's content marketer -- E-mail software provider teaches customers to market effectively -- U.K. law firm uses content marketing to build powerful new brand -- Rockwell Automation uses content marketing to be global, local, and cost-effective -- Putting the lessons into action -- Top 10 content marketing lessons learned from successful practitioners -- An in-depth case study : developing a content marketing strategy from start to finish -- Marketing survival.
Bibliography Note:Includes bibliographical references (p. 247) and index.
