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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit [2017, PDF/EPUB, ENG]

by Joe Pulizzi

(148 ratings)
Book cover


Killing your current marketing structure may be the only way to save it!

Two of the world’s top marketing experts reveal the next level of breakthrough success―transforming 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, we’ve 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. You’ll 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 sell―and monetize it directly. 

Killing Marketing rewrites the rules of marketing―enabling you to make the kind of transition that turns average companies into industry legends. 



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Book details


  • Author : Joe Pulizzi
  • Publisher : McGraw Hill; 1st edition
  • Published : 09-12-2017
  • Language : English
  • Pages : 272
  • ISBN-10 : 9781260026429
  • ISBN-13 : 978-1260026429
  • Reader Reviews : 148 (4.4)
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About the Author


Joe Pulizzi


Author, Speaker and Chief Troublemaker at Big Blue Moose, Robert helps marketers become storytellers. He’s also the Strategist in Residence and brand advisor for the Content Marketing Institute, a featured writer and guest blogger for iMedia Connection, CMSWire and Fierce Content Management. Robert also maintains his own blog at The Mythic Marketer

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Reader Reviews

J
Joluisaro
So good! A MUST for marketing people!
Reviewed in Mexico on 03-17-2019
One of the MUST readings for Marketing managers.
Quality of printing is quite good, contents and graphics very good as well..
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J
jay reyno
Killing Marketing Review
Reviewed in the United States on 10-10-2019
Killing Marketing, by Joe Pulizzi and Robert Rose, offers an in-depth look into the ever-changing marketing scene in society today. The books main objective is to direct its readers into the realm of content-based marketing and get away from dated campaign-based marketing approaches that have often been considered the norm. The book’s main audience is people in the field that are looking to reinvent their approach to marketing and gain knowledge of new strategies that will increase customer engagement.
One of the central themes present throughout the book is the idea of content-driven marketing. Content-driven marketing is the idea of flipping marketing, and leading with the media strategy as opposed to the benefits and products offered. Another main argument presented throughout the book is the idea of audiences. The authors bring up the point that it may be more beneficial to aquire an audience, as opposed to building one. The book focuses on how companies are uses the changing times to their advantage and learning how to continue to appeal to the modern-day consumer. The emergence of the social media era and the changes in marketing that it brought along with it are also discussed throughout.
The authors provide numerable examples, and supporting evidence to back up the arguments they bring up throughout the book. They bring up the success story of company, “Arrow Electronics” to back up their claims regarding the effectiveness of content-driven marketing strategies. The company is described as running their marketing in a, “Editorially led strategy” (36), and that, “it is doing more than just focusing on describing the value of Arrow’s products” (36). Arrow is brought up again later on, to support the fact that content-driven marketing can produce just as much, or even more revenue compared to other marketing methods. Another example of the strong supporting claims often derived from the author's personal experiences would be their discussion of audiences. The book gives ample evidence in support of both sides of the argument. During the discussion in favor of an acquired audience, the authors provide a step by step guide on how to do so, with examples throughout. One claim they make is that acquisition of a content platform may be favorable for a conglomerate for the talent associated, not the platform itself. Overall, the authors do a great job of backing up all of the claims they make throughout the book.
The authors do succeed in getting their objectives of writing across throughout the book. One reason I believe they succeed in this is because of the amount of personalization the book has. They do not simply bring up examples that they researched just for the book, they points they bring up are from their own experiences from their careers in marketing. Both Pulizzi and Rose being prominent figures in the marketing world also contributes greatly to the effectiveness of the writing. Whenever there is an outside company like Arrow Technology for example, the authors provide quotes from an interview with the CEO, Victor Gao. Both writer's amount of influence, and industry connection goes to further strengthen the contents of the book.
Killing Marketing was a very insightful read, for many reasons. Its ability to bring up new ideas about reinventing and modernizing marketing and straying away from traditional practices was very interesting and was something I personally enjoyed reading about. I also came to the realization throughout reading that the book may be directed at someone farther along in their marketing experience, as some of the terminology was slightly confusing at times. However, this did not take away from my reading experience, it made it more interesting. Overall, I thoroughly enjoyed reading Killing Marketing, and I definitely see myself coming back to it again in the future..
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J
ArnieK
Finally read it cover to cover last night
Reviewed in the United States on 10-28-2017
First a little disclosure - I would consider myself pretty good friends with Joe and Robert. But I assure you that does not sway my opinion of the book one bit. It might be the reason I got off my butt and wrote this review, but my review is sincere.

I met Joe about 8 years ago when I asked him to fly to Phoenix to talk about this new thing called content marketing at a local association meeting. That was before half the world heard of the Content Marketing Institute and before the Content Marketing World conference even existed. I spent much of the day with him and it totally changed the direction of our agency.

Joe and Robert's team send me an advance copy of Killing Marketing and to be honest I skimmed most of it, telling myself I will read it cover to cover soon. Weeks went by and I never got to that.

Well yesterday, Joe and Robert were guests on our monthly webinar series. Not only was it one of the most insightful webinars we have had, but it inspired me to read the book. Which I did, cover to cover, last night. Yep, I spent a couple hours devouring it.

I truly believe the book is going to alter our agency's future, just like Joe did 8 years ago. If you are in marketing it's a must read. It's well written, in a logical flow, with many great examples. And not just Fortune 500 companies, but some really solid case studies on how individuals and small businesses are putting the concept to real use.

Highly recommended..
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