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My Review of the Book "Managing Content Marketing" by Robert Rose and Joe Pulizzi

Guest post by: Jeff Ogden

Article Overview: "B2B marketers are in an arm's race around content. The winners will be those with the best content." Paul Dunay, Buzz Marketing for Technology.

My Review of the Book "Managing Content Marketing" by Robert Rose and Joe Pulizzi

I recently finished the book Managing Content Marketing by Robert Rose (@Robert_Rose) and Joe Pulizzi. @juntajoe (Joe, known as the "Godfather of Content Marketing" is an upcoming guest soon on my marketing show, Mad Marketing TV.) While I was looking forward to the book, I had some skepticism because this topic has had a lot of coverage lately. Books like Content Rules covered it in depth as well as Joe's earlier book, Get Content, Get Customers. The last thing we all need is a new book that beats a dead horse.

With that in mind, I was wondering how Robert and Joe would blaze new trails with this book. In my mind, they certainly did. They wrote this book as a how-to manual, but they had some innovative ideas too. Here are three examples:

1. Creating the story of your company (No other content marketing book covered story as well as this one.)
2. Sharing a model for metrics - a triangle. (I loved the idea of a small number of KPIs for top executives - top of the triangle. Key measures for mid level execs. And general metrics like visitors and email opens for lower level employees. The triangle was the perfect graphic device.)
3. Focusing on creating heroes - not just education. (This was my favorite. Most content focuses on educating buyers, but the authors shows how content can make heroes out of people.)

All in all, I found it to be an engaging and well-organized and written book that was a "how to" do content marketing the right way. For this reason we give it four and a half stars out of 5.

(A word about our rating system. We're tough graders.

A book that does a great job of covering a well-known topic gets 4 stars.

An exceptional book gets 4.5 stars.

But it is a rare and truly exceptional book that is unique that garners 5 out of 5. The most recent 5 star book was Enchantment by Guy Kawasaki.)

Please vote for Jeff Ogden of Find New Customers for "50 Most Influential People in Sales Lead Management for 2011"

Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

"If more companies listened to (Find New Customers) a lot more would be sold." Dan McDade, Pointclear.

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