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Insight Swap!: Why a tech-driven strategy is evolving from old-school Content Marketing, by Bob Killian
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You're a marketer. You engage in content marketing. And you're a little disappointed with the results. Help has arrived. Content marketing was quickly and widely adopted, almost like a fad, because it was more attuned to evolving buyer behavior than old-school marketing. Now content marketing is becoming old school, thanks to new technology that delivers more effective insights, shorter sales cycles, and better ROI. Marketers can now segment their prospects with actionable analytics created from user actions. Content marketing has been adopted internationally by B2B and B2C enterprises, but it’s been disappointing when implemented without good analytics or a coherent strategy. This book offers a look at the new tech tools, and offers a four-part strategy to maximize your results. Branding thought leader Bob Killian packs Insight Swap! with practical but thought-provoking approaches to strategies and tactics, aided from time to time by illustrations of Lewis, the dinosaur marketer. Very old-school.
- Sales Rank: #3021646 in Books
- Published on: 2015-01-08
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .12" w x 6.00" l, .18 pounds
- Binding: Paperback
- 50 pages
About the Author
Bob Killian – branding consultant, digital innovator, creative director, company namer – has been building better brands to make clients more visible, more differentiated, and more relevant. In 1987 he founded Killian Branding, a strategic agency that has worked with clients in every category, of every size, and on three continents. A student of Darwinian adaptation, Bob has written extensively on how modern brands must adapt and evolve in a period of radical change. Buyer decision-making and behavior in particular have deflated traditional marketing strategies and tactics, opening up new, mostly digital approaches to brand growth. Content marketing is one such development, and this book shows how that strategy can be taken to the next (evolved) level. His White Papers, featured on the agency’s website (killianbranding.com) are taught in a dozen graduate schools of business. Bob read 5000 books before he wrote this one. He also co-authored a book on advertising and branding that he urges everyone not to buy. It is now obsolete, since it was published in a long-gone era. 2002
Most helpful customer reviews
5 of 6 people found the following review helpful.
Do your business a favor and get this book!
By Francesca
Bob Killian is a marketing guru who has seen the trends come and go. He not only knows all about the new trends he leads them. So if you want to know 'what's what' and get your business moving. Get this book!
1 of 1 people found the following review helpful.
Even I, who don't really get this stuff, recommend this book.
By Jim Morris
I'm a hopelessly devoted old-school curmudgeon. I bought and read this book, (or, as I prefer to call it, "article". It's so short, the pages aren't even numbered, ferchrissake.), because Bob Killian pretty much told me I had to, and he intimidates me, what with that big brain and all. I was expecting to either not understand the book or not care about it. Bob had me glazing over at "Tech-driven strategy" and that's only half way through the title on the cover. Nevertheless, I dutifully dove into what I guess is now called the "content". Remarkably, I was able to track most of what I read. It kept my interest. It was written so breezily I had to wear my cap. And, reluctantly, I must allow as how Mr. Killian seems to be onto a really powerful, useful insight, at least for people who are truly participating in the digital age. Now I'm feeling a little guilty because I have no insight to swap for the insight that he has offered up here. On the other hand, I paid good money for the book, so maybe that evens the score.
Per pound, this book is not a good deal. Unless you factor in the weight of Mr. Killian's insights. You probably should buy it, read it and act on it. Four stars because I don't give five stars.
4 of 5 people found the following review helpful.
On the required reading list.
By Nick Sanabria
A clear, concise explanation with plenty of humor. A must read for everyone in advertising, from clients, to agency personnel, to marketing majors. Helping dinosaurs to evolve since 1987.
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