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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit

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3.92  ·  Rating details ·  193 ratings  ·  24 reviews



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
...more
Hardcover, 272 pages
Published September 13th 2017 by McGraw-Hill Education (first published May 24th 2013)
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Average rating 3.92  · 
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Alyssa
Mar 14, 2019 rated it it was amazing
Shelves: marketing
Pulizzi and Rose argue that marketing is in the midst of a massive sea change. It should no longer be based on advertising and campaigns, but focused on building an audience and delivering what that audience wants through content, sometimes at a profit. I'm totally bought into the developing an audience concept and delivering relevant content, but still mulling over the profit center implications. I'm not sure that's a model that can or will work for all companies, but I love all the fodder they ...more
Jason
Sep 30, 2017 rated it really liked it
Shelves: owned
Business example and interview-heavy look into what the future of marketing might look like if businesses decide to own their content creation and turn it into an audience-building center. Plenty of real world cases for marketers to use as inspiration.

Maybe too reliant on quotes and examples at times, but if you're looking for a "big picture" overview of the next 5-10 years in content marketing, this is a great resource that will elevate your business' content strategy.
...more
Anne Janzer
Sep 18, 2017 rated it it was amazing
If you're looking for easy answers to content marketing conundrums, or three things you can do tomorrow to make an incremental change, then this isn't the book for you. But if you're passionate about the possibilities of marketing and genuinely want to contribute to business strategy, then this is absolutely the book you should read. ...more
Darren
Oct 05, 2017 rated it really liked it
Take your company’s marketing activities to the next level and explicitly profit from it, instead of marketing just being viewed as a cost to be endured, such as an electricity bill or office costs. That is the core aim of this book, noting that possibly everything we know about marketing can be outdated and holding us back!

A strong claim, but do the authors do it credit? Possibly, albeit by focussing on the use of content as a tool for marketing. Maybe it won’t account for everything, yet in an
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Glenn Schmelzle
Sep 30, 2017 rated it it was amazing
The book's main argument, as put by Robert Rose, is "What if we actually killed marketing and restructured it completely? What would happen if we completely flipped the idea of marketing on its head? What if, instead of starting by figuring out how the features and benefits of the product that we offer for sale, we approached the whole structure and function of marketing by leading from our media strategy?"

10 Monetization Strategies
DIRECT

Advertising
Conference and events
Premium content
Donations
S
...more
Brian P
May 15, 2019 rated it it was amazing
Joe Pulizzi and Robert Rose’s Killing Marketing, proposes interesting concepts and ideas on the future of marketing strategies and the abandonment of traditional ones. The author’s ask readers a few questions in the book, primarily regarding the accuracy of what we know about marketing today. The book opens with a very aggressive and thought-provoking question “What if everything we know to be true about marketing is actually what’s holding back our business?” and goes on to argue that perhaps w ...more
Jeffrey Trull
Sep 08, 2017 rated it it was amazing
Loved this book! Really insightful research without unsupported fluff. I devoured it in one day, and I feel invigorated in how I can apply what I learned here. Highly recommended.
Ibrahim Ali
Dec 09, 2017 rated it it was amazing
For all the marketers of tomorrow.
Own your content
Build your audience
Evolve the entire practice of marketing from being a cost center to a profit center.

Carlos Dieter
Feb 15, 2019 rated it it was amazing  ·  review of another edition
Change is here and we cannot be deny this fact,

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 t
...more
Jacob Sanders
Oct 25, 2017 rated it it was amazing
Absolutely essential reading for anyone in marketing - Joe and Robert have been laying it down smooth for years, their podcast "This Old Marketing" is EXCELLENT, and this book is a chance for them to stretch out their legs and really dig into the problems facing marketing and advertising models today.

Applicable information, actionable insights, inspiring examples - This book is required going forward.
...more
Waseem
Oct 21, 2020 rated it liked it
If your familiar with the authors work, and this being my 3rd book about content marketing from them - the content can somewhat begin to sound slightly repetitive and rehashed - but nevertheless this is an important and worthwhile read about the reality of marketing, and how specifically content marketing is the future - more importantly how to approach it the right way

To Our Continued Success!
Seemy
http://www.WaseemMirza.net
...more
Katie Johnstone
Sep 26, 2018 rated it it was ok
An aggressive "meh." Interesting perspective but lacks foundation in testing and measurement strategies. For anyone who has tried content marketing, you know how difficult it is to measure indirect business impact of particular initiatives, or even to meaningfully convert an aggregated audience. Perhaps an idea for a sequel... ...more
Deniz
Apr 18, 2021 rated it it was amazing
I loved it but I can see people may see it as nonsense. Writers argue that creating quality content should be & will be the main driving force behind all the marketing processes because marketing should also be generating revenue too. This might come as nonsense because making the marketing department a content division does not mean abolishing the original marketing department but creating another division inside the marketing department to do the "real" marketing. A weird and yet intriguing co ...more
Diogo Guerner
May 26, 2019 rated it it was amazing
A fresh and exciting new way of looking at Marketing. In a straight forward and easy to understand writing, Joe details the importance of creating a loyal audience and the strategic rule that content can and should play to bring your marketing strategy to the 21st century. Highly recommended.
Yoric
Nov 07, 2018 rated it it was ok
This book is about reinventing Marketing. Maybe it targets medium and large companies, I don't feel concerned after reading the Introduction.
Sure, things have changed, Internet has scrambled the rules, we need to reinvent ourselves, and any business. Adaptability is key.
...more
Ross Jaynes
Feb 14, 2018 rated it liked it
Maybe it's just me, or maybe I've read too much on content marketing but I didn't find anything new here. I'll re-read it and comb back through it but there's no strategy, no great insight that can't be had by just googling Content Marketing. ...more
Anas Safar
Mar 20, 2018 rated it really liked it
Businesses must resist the urge to be everywhere all the time and instead focus on being in the right place at the right time
Lucas Doornhein
May 28, 2019 rated it really liked it
Being a media company, whatever industry you're in ...more
Rene Cizio
Oct 07, 2018 rated it it was ok
Basic of you have any experience at all
Anthony Kelly
Feb 13, 2019 rated it really liked it
Really interesting outlook but lacks examples on how to leverage the insights from content marketing.
Buddy Scalera
May 24, 2018 rated it it was amazing
Smart stuff that will drive the future direction of marketing for the next few years. A must read for modern marketers.
Jessica Gordon
May 14, 2018 rated it really liked it
Poorly written but brilliant ideas. This made me rethink everything I thought about marketing.
Tobin L Perry
Nov 05, 2017 rated it it was amazing  ·  review of another edition
Great read!

The book gives you a lot of to to think about. It won't be easy for marketers to try what this book suggests, but it may be a way to a more profitable future.
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Melissa
rated it really liked it
Dec 26, 2017
Jenny Mayo
rated it really liked it
Jul 31, 2019
Raghav
rated it liked it
May 04, 2020
Elizabeth
rated it did not like it
Oct 10, 2018
Joe Sullivan
rated it it was amazing
Jan 27, 2018
Marcin Krzosek
rated it really liked it
Mar 05, 2019
david
rated it really liked it
Dec 10, 2017
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I'm a traditionally published and indie author. My latest is the #1 Amazon marketing bestseller Content Inc.: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money) - (2021, McGraw-Hill) - ORDER NOW

My other nonfiction books include:
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- Epic Content Marketing (2013, McG
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