Robert Rose - Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
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- Book:Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
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Killing your current marketing structure may be the only way to save it!
Two of the worlds top marketing experts reveal the next level of breakthrough successtransforming your marketing strategy into a standalone profit center.
What if everything we currently know about marketing is what is holding us back? Over the last two decades, weve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.
Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model.
Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. Youll learn how to:
* Transform all or part of your marketing operation into a media company
* Integrate this new operation into traditional marketing efforts
* Develop best practices for attracting and retaining audiences
* Build a strategy for competing against traditional media companies
* Create a paid/earned media strategy fueled by an owned media strategy
Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they selland monetize it directly.
Killing Marketing rewrites the rules of marketingenabling you to make the kind of transition that turns average companies into industry legends.
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Joe Pulizzi is an entrepreneur, speaker, author, and podcaster. Hes the founder of multiple startups, including the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the fastest-growing business media company by Inc. magazine in 2014 and 2015. CMI is responsible for producing Content Marketing World, the largest content marketing event in the world (held every September in Cleveland, Ohio), as well as the leading content marketing magazine,Chief Content Officer. He began using the term content marketing back in 2001, now the fastest-growing Internet marketing industry. CMI also offers advisory services for innovative organizations such as HP, AT&T, Petco, LinkedIn, SAP, the Gates Foundation, and many others. Content Marketing Institute was sold in June 2016 to UBM, a multibillion dollar events and media company out of London.
Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joes third book, Epic Content Marketing, was named one of the Five Must-Read Business Books of the Year by Fortune magazine. His fourth book, Content Inc., has been a top direct marketing bestseller since September 2015. Joe has also coauthored two other books, Get Content Get Customers and Managing Content Marketing. Joe has spoken at more than 400 locations in 16 countries advancing the practice of content marketing. Hes delivered keynote speeches for events and organizations including SXSW, NAMM, Fortune magazines Leadership Summit, Nestle, General Motors, Oracle, DuPont, SAP, HP, and Dell.
You can hear Joe on his podcasts, This Old Marketing and Content Inc. If you ever meet him in person, hell be wearing orange. You can find Joe on Twitter @JoePulizzi.
Robert Rose is the founder and Chief Strategy Officer of the Content Advisorythe consulting and advisory group of the Content Marketing Institute. Robert has been helping marketers tell their story more effectively through digital media for more than 20 years. Over the last 5 years, Robert has worked with more than 500 companies of all sizes, including 15 of the Fortune 100. Hes provided strategic marketing advice and counsel for global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, Microsoft, the Bill & Melinda Gates Foundation, and UPS.
Robert is the author of three books. His last, Experiences: The 7th Era of Marketing, was called a treatise, and a call to arms for marketers to lead business innovation in the 21st century. His first book, Managing Content Marketing, with Joe Pulizzi is generally considered to be the owners manual of the content marketing process. Over the last five years, Robert has spoken at more than 200 locations in 15 countries around the world. Hes delivered keynote addresses for organizations including the ANA (Association of National Advertisers), American Marketing Association, Content Marketing World, Deloitte, Cisco, Adobe, Microsoft, and Michigan State University.
You can hear Robert on his weekly podcast with cohost Joe Pulizzi, This Old Marketing. He is also an early-stage investor in and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as Akoonu, DivvyHQ, and Tint.
Robert lives and loves in Los Angeles, California, with his beautiful wife, Elizabeth, and their amazing golden doodle, Daisy.
From Joe Pulizzi
To the entire Content Marketing Institute staff, especially Clare McDermott for her amazing interview powers and JK Kalinowski for his design prowess. Im proud to call all of you my friends.
To Jim McDermott (my mentor), my amazing parents Tony and Terry Pulizzi, and my Coolio friends in Cleveland, Ohio, who continue to keep life interesting.
To my boys, Joshua and Adam. Whatever you do, be optimistic, and even in the worst of times, youll find the light. Im proud of you both.
To my best friend and soul mate, Pam. Most!
And to Mr. Robert Rose. Youve made this journey more fun than I could have ever imagined. Heres to our next journey.
Phil 4:13
From Robert Rose
To everyone at the Content Marketing Institute, you all make me better. Every. Single. Day. To Clare McDermott, especially, thank you for being the muse, to pull the stories from amazing people.
To Cathy McKnight and Dr. Tim Walters, you are my friends, and my compass for ideas. I find true north in your counsel.
To my family, Laura, Elizabeth, Daisy, and Bill, you are my spiritual foundation. You are the reason why.
And to the good gentleman from Cleveland, who is a guiding light, a conspirator of laughs, a sounding board of sanity, and simply proof in the world that nice guys finish first. Joe PulizziI am simply a better man for knowing you, but Im truly blessed to be able to call you my friend.
Now where are my shoes?
BY ROBERT ROSE
Most companies dont fail because they are wrong; they fail because they dont commit themselves. The greatest danger is in standing still.
Andy Grove, CEO, Intel
Quick, kill it before it lays eggs
Popular Internet meme
D id you know that the plane crash is an invention?
It is. It joins the automobile crash, burned microwave popcorn, and the hard drive fail as some of the more notable inventions of the twentieth century.
This idea comes from Paul Virilio, a French cultural theorist, urbanist, and philosopher of speed. Virilios concept refers to technology and how the invention of any new technology also simultaneously invents the disaster resulting from that technology. As he put it, When you invent the ship, you also invent the shipwreck; when you invent the plane you also invent the plane crash.
All technology innovations, whether a ship, a plane, microwave popcorn, a computer hard drive, or even new approaches in business, have corresponding disasters that have consequences for us as humans. And it is an excellent metaphor for where we are with the practice of marketing today.
In the introduction to this book, Joe asked an important question:
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