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.

At the moment I will only give a ratinAt the moment I will only give a rating to the book and I hope it is possible for me to write down my reviews on Amazon. Barnes and Noble and Goodreads. I am very grateful to you because your publications are great, especially in the topics that interest me most. Thanks and blessings.

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 That is the core aim of this book, noting that possibly everything we know about marketing can be outdated and holding us back!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 any case a substantial amount. It may require a major sea change in the minds of many. The core is the greater use of content through so-called owned media, trying to get potential and actual customers to visit your own media platform(s) to consume content you have developed that is more than just advertising. For some companies it has led to them creating a specific media product. For others it might just be creating useful content that can be also shared on social media channels or provided to other media, but it offers authoritative commentary, branding and association benefits to your company nonetheless.

The authors seek to introduce this sea change before offering advice, insight and real-world examples to aid implementation. It is an interesting proposition and whilst not every company can be or will be suddenly their own media hub, as well as contributing to others around the world, elements of the advice can also be used in more traditional content-driven marketing opportunities and social media communications. You reap what you sow. There is a risk that it can appear a little too over-ambitious, but sometimes it is good to aim high and think a little outside-of-the-box too. Temper it will realism and remember your core business though!

In any case, the result is this interesting, accessible and engaging book, touching on a pertinent subject that should be keeping marketers busy. It is written in a clear, narrative style that can be picked up and put down if you can only snatch a few minutes here and there, although you may be advised to set aside a bit of quality time and do some deep, considered reading. It can be a very good investment.

Killing Marketing, written by Joe Pulizzi & Robert Rose and published by McGraw-Hill Professional. ISBN 9781260026429. YYYY