Joe Pulizzi

Robert Rose

Perhaps no function in the business organization has been as fundamentally revolutionized as marketing. The social and mobile Web has completely changed the speed, efficiency, and ease with which consumers can engage with each other and has had a tremendous impact on brands. This new engagement of the consumer with keen awareness of their relationships and emerging social networks now correlates to every single aspect of our business. So, yes, marketing has changed. The question is what are we going to do about it?Content and Subscription: The New Marketing OpportunityAs growth of the social and mobile Web changes the methods of communication, the old lines of hierarchical relationships between business and consumer blur substantially. As consumers publish and share their opinions (both good and bad) with increasing ease, they can become more persuasive than even the company's voice itself. Every one of these groups becomes a powerful ally or enemy depending on what we do. All of them will be constantly in flux developing levels of trust and requiring varying levels of transparency to filter content and determine buying decisions. They will expand and collapse with great velocity, and it will all happen with or without our participation.Content marketing has been around for hundreds of years. But the application of a specific strategic process around content marketing is still new. The amount of budget that is allotted for new content creation is going to become a significant part of your "new media" budget. And subject matter experts in the organization are going to have new responsibilities. It's a transformative new process and it won't happen overnight. But it can, and should, happen. Get Content Get Customers showed us the light but there's been no book to show us the way. There is an ancient Chinese proverb that says a "crisis" is simply an "opportunity riding the dangerous wind." As marketers we now have the opportunity to develop new processes with our marketing strategy, power them with content, and ultimately keep that wind at our back.Successful programs will focus on creating a thoughtful strategy and process to foster this content marketing. This book is a detailed "how-to" to build that successful content marketing process.

Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand

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.

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

誰に、何を、どこ、から届けるか マーケター視点で自社をメディア化する コンテンツマーケティングは古くからある言葉だが、ソーシャルメディアの普及によって、語られる文脈は格段と広がった。ソーシャルメディア上でコンテンツは共有され拡散していく。その速度が格段に速くなり、顧客とのコミュニケーションの形が劇的に変わったからだ。そこに2010年ころから「トリプルメディア」というコンセプトが取り入れられ、考え方の地盤も整った。 アメリカでは先行して2011年、20カ国からの参加者が集う“Content Marketing World”が開催され、イベント参加者数は1年で倍増した。日本でもコンテンツマーケティングをテーマとするセミナーやイベントが増えつつあるなか、本書はトリプルメディア時代の基盤となる「コンテンツマーケティング」の戦略とノウハウを、コンテンツマーケティング協会の創設者が現場の目線でお届けする。 ※本電子書籍は同名出版物を底本とし作成しました。記載内容は印刷出版当時のものです。 ※印刷出版再現のため電子書籍としては不要な情報を含んでいる場合があります。 ※印刷出版とは異なる表記・表現の場合があります。予めご了承ください。 ※プレビューにてお手持ちの電子端末での表示状態をご確認の上、商品をお買い求めください。 (翔泳社)

オウンドメディアで成功するための戦略的コンテンツマーケティング

William Smith Bryan

With Numerous Sketches, Anecdotes, Adventures, Etc., Relating to Early Days in Missouri. Also the Lives of Daniel Boone and the Celebrated Indian Chief, Black Hawk, with Numerous Biographies and Histories of Primitive Institutions

A History of the Pioneer Families of Missouri

Even though the incidents occurred in 1978, TEACHER UNDER A MICROSCOPE examines ongoing issues in education through the eyes and ears of trained observers and evaluators. They observe, comment, and critique everything I say and do. The intake and exit interviews explore my philosophy of education as well as my comments and responses to their questions about what I actually did and why I did it. The conflicts between a disturbed principal (who was backed by the District) and me demonstrate the lack of balance of power in the schools. One of my main contentions is about the necessity of teacher autonomy. You see how I fight for it, not for me, but to better serve and teach my students. There are some basic questions asked and answered through the Observers interviews and protocol and the daily and weekly journals or commentaries I was asked to make. A few times I give you some overlapping of the same incidents as seen by the Observer and then in my journal so you can see them in greater depth. First. What should life in the schools be like for the children and their caretakers teachers and support personnel? Second. What are the basic goals of public education and how should they be accomplished? Third. How much freedom or autonomy should a teacher have or needs to properly achieve these goals? With the accountability movement gaining strength coupled with powerful back-to-basics and safe schools components, it appears the public believes schools should emphasize basic skills. To assure this happening testing is the rage to demonstrate that the students are achieving higher standards of skills and as a way to evaluate the effectiveness of each teacher. Testing is reasonable and necessary as one way to determine what a student has learned and a teacher has taught. It is one way. It does not take the place of all the complex and useful things a teacher has learned about a student during the year. Often, because a student is learning English or is enduring serious emotional distress or has some type of learning handicap, the teacher is in the best position to know whether a test assesses accurately his skill levels, knowledge, or progress. When a single test is the only determiner of whether a child passes or fails, injustices occur. The same is true when the test results of the class are the only determiners of the teachers ability or success. The threat of being fired for the poor performance of a class will discourage even good teachers from taking classes or individual children who have academic or behavior problems. I have already read about and seen instances of teachers trying to insure they have more than their share of good and capable students. This stacking of a class will most affect new teachers (and their students) who have always suffered trial by fire. It makes good sense for the experienced teachers not to jeopardize their career, but is it ethical or good educational practice? The positive aspect of mass testing and accountability is that more students are being exposed to a much wider variety of useful academic skills In many poverty areas the students, because of alleged or believed weak academic abilities, were limited in what was taught to them. Asking teachers to carefully examine what they teach and expecting them to know why as well as what they are teaching is a positive step for the profession... It didnt just happen. Through years of trial and plenty of errors, I gradually found my teaching style. Through eclectic reading I brought into my classroom ideas and concepts from many disciplines. I found I was not an original thinker, but I was very good at taking the ideas of more gifted people and applying them in classroom situations. I took many concepts and techniques used for adults in the Human Potential M

Teacher Under a Microscope

A critical reason this is (well, maybe not THE best) a useful book is that YOU do the work! The more you apply what you learn and understand, the greater your growth. This is not a quick fix book, but one to assist you in a lifelong journey of self-discovery. It is difficult to understand what another person really thinks or feels, because it is dangerous to your career, your relationships, and even your existence. You can learn to know who you really are. As you travel you will find things about yourself you dislike and like. The more honest you are the more you will like yourself and amazingly enough, like and be liked more easily by others. By using the metaphors of Giant and diminished self, you have a means to constantly evaluate what you are experiencing. As you do this you are getting more in tune with what you're thinking and feeling. Most people are not congruent, that is, what they think and what they feel are not in synch. In psychology when this happens it is called inappropriate affect. The face you show does not reflect what you feel or think. Yet, in many situations you cannot (because the repercussions are too great) express or even show what you're thinking and feeling so what you say does not reflect your internal experience. As the years pass you move further away from congruency and often can no longer even recognize what you are feeling and thinking. You believe that what you're "supposed" to feel or think in that setting is what you're actually feeling and thinking. I will try to help you discover who you are or could have become or still could become. In metaphor it is creating your GIANT SELF, which is the realization of your inherent potentials plus hard work! This self is a marked contrast to your diminished self. This self is the brainwashed, depressed, frightened, rigid self that those with greater power have made you believe is who you are. Without even knowing you I can say that you can become a person who can look yourself in the mirror and honestly like who you see. It means opening up to ideas and concepts that may be confusing, unnerving, and may mean that your world as you know it now will never be the same. Many of the ideas seem to be so simple and logical that you will say, "I knew that!" You may know it, but have you had the courage to apply it? I think one reason Dr. Wilson believes in this book is that I send an honest searchlight into my mind, body, and soul. Some of the things I discovered I did not like - still do not like. However, I found that by challenging EVERYTHING I believed I was able to free myself from many of the errors of my past. Besides my dark sides, I found a rather decent, intelligent person who was worthy of being loved and appreciated. One thing I had to admit and face was the number and constancy of errors I made on a regular basis. Humans are error-making machines. There are so many things that cause us to make mistakes that each of us could talk for hours about the stupid things we've done. How many times have you pulled instead of pushed even though the sign on the door was very clear? I know I have. I shake my head and laugh - most of the time. Other times my inattention or stupidity creates errors of judgement that could have caused a serious accident. I misjudge how far away a car is before I shoot out into the intersection. Or, I'm in a rush and I take a chance knowing full well that I'm acting like a fool. Take our senses. Each information bit that stimulates one of our sensory nerves is affected by our attention toward it, its magnitude, its intensity, its uniqueness, and the number and sensitivity of the nerve endings that receive it. It then travels through that sensory system with countless chances for the message to be garbled or misinterpre

Best Self-Help Book, Ever!

Creating Your Giant Self

Diary of Robert Rose (1704-1751), an Anglican clergyman, who immigrated from Scotland to Essex County, Virginia in 1724, married twice, and moved to Albemarle County, Virginia. His " ... chronicle of day-by- day events in 1746-1751 is a reliable prime source of many aspects of pioneering life in two of Virginia's early parishes of the Church of England: St. Anne's Parish in Essex County where he served in 1725- 1748, and St. Anne's Parish in Albemarle County where he was the first minister in 1744-1751 ... ", 7394ZWICB.

A View of Virginia by a Scottish Colonial Parson, 1746-1751

The Diary of Robert Rose

With Numerous Sketches, Anecdotes, Adventures, Etc., Relating to Early Days in Missouri. Also the Lives of Daniel Boone and the Celebrated Indian Chief Black Hawk, with Numerous Biographies and Histories of Primitive Institutions

Robert Rose

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