“It’s the transformation of marketing into a function that creates valuable experiences and content that is the new muscle for most organizations…” Joe Pulizzi and Robert Rose, Killing Marketing, p. 133 “Content marketing” is no longer a new idea. Yet there’s still a great deal of confusion of what “content” is or is not. Here’s…
“This is the marketing of the future. It is achieving a long-term return on the one asset that will save our business: an audience.” This quote is the money-shot of Joe Pulizzi’s and Robert Rose’s Killing Marketing. If you don’t believe that audience is the fundamental asset – not employees, not products, not expertise, not…
“Over and over, each marketing campaign on its own – at best – broke even. And at worst, lost money. But the pure and simple fact was: the company grew by 650 percent. How could this be?” In Chapter 2, “Return on Audience,” in Killing Marketing, Joe Pulizzi and Robert Rose reflect on a seemingly…
“You don’t have time for strategy?” On page 32 of Killing Marketing, Joe Pulizzi and Robert Rose share an anecdote that probably resonates with many marketers. In an interview for a digital marketing position, an applicant explains how he would spend the first few weeks on the job: “He proceeded to outline how he might…
“High-quality, original content creation is difficult.” Joe Pulizzi and Robert Rose, Killing Marketing, p. 26 Who can argue with that? It’s a simple, straightforward statement that few would (or could) quibble with. But the source makes it interesting: two authors and experts who have probably done more to promote and popularize “content marketing” than anyone…
