➡ The foundation is building a dedicated, trusting audience Through consistent, valuable contentOn platforms you own (especially email lists, website) ✔ “Content is an asset, not a campaign”

Build a Loyal Audience First

➡ Align content, audience building, and revenue generation with your business goals➡ Marketing is no longer separate — it is part of your product and value proposition

Integrate Marketing and Business Strategy

➡ Constantly track: Audience growthEngagementRevenue from content ➡ Use data to refine your approach and scale the most profitable areas

Measure, Optimize, Scale

Examples:✔ Paid memberships or subscriptions✔ Sponsored content or native advertising✔ Events (virtual or live)✔ Premium content or products✔ Licensing content to others

Create Revenue Streams from Your Content

➡ Traditional marketing often wastes resources: Interruptive adsUnmeasurable campaignsConstant fight for attention Truth: Most traditional marketing is ignored or blocked.

Acknowledge the Problem

➡ Stop thinking of marketing as an expense➡ Start seeing marketing as a profit center, like media companies do✔ Create content so valuable that your audience wants it, even pays for it

Shift the Mindset

Marketing isn’t dying — but the old way of marketing is.The companies that thrive will treat their content as a business in itself — not just a way to sell products, but a source of profit and long-term brand value.

🎯 Final Takeaway

➡ Think like a publisher or media company: Content has intrinsic valueContent can generate direct revenue (subscriptions, ads, events, etc.)Content builds brand loyalty and long-term equity

Treat Content as a Product

This book flips traditional marketing on its head, showing how companies can turn marketing from a cost center into a revenue stream by treating their content as a product.

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 strategyRed 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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