Niche Publisher Strategy: Is it Time to Kill Marketing?

Now read this! I just finished a great biz book on totally revamping marketing outreach and revenue. This is a must-read for niche publishers!

Joe Pulizzi, a recent keynote speaker for us in Chicago, has co-written a new book with Robert Rose provocatively titled, Killing Marketing.

For those of you who don’t know Joe, he is the founder of the wildly successful Content Marketing Institute, (now owned by UBM). Joe is a true pioneer. He was preaching the values of changing the focus and creating valuable content—way before most people really understood what he was talking about.

Joe had the vision and foresight to know that the world of marketing was about to totally transform.

I remember the first Content Marketing World event I attended in 2012. I’d been a marketing director for over a decade and had just started to blog. The conference blew me away. They were turning what we knew about marketing on its head and showing us the future.

In this new book, Pulizzi and Rose clearly demonstrate the essential, intimate relationship between marketing, revenue and audience. Innovative businesses can now turn marketing cost into profit.

Here are more concepts from the book that publishers should think about:

  • There’s a real danger of developing blinders based on traditional marketing. Decades of experience don’t necessarily apply anymore.
  • The authors explain why the larger problem with ROI in marketing is that it actually encourages us to underperform.
  • Media companies should be paying attention to “return on audience” and creating value for that audience with quality content.
  • Create a Marketing “Savings” Model and analyze where to grow, keep and decrease costs.
  • Consider taking the bold leap to kill your traditional marketing programs and create a new One Media Model. The book provides how-to’s and careful steps for measuring results.

Are you happy with the status quo or don’t think you can make the needed changes?

Guess again. The authors have an answer for every objection. Putting up roadblocks such as “We’re not a big company”, or “We don’t have the resources for that,” doesn’t really fly and they are happy to explain why.

We get the reluctance to completely overhaul your marketing program. It’s tough!  It will take time, patience and making continual changes as part of the evolution. But progress marches on and your media company will too.

Lastly, Killing Marketing is full of valuable information and case studies. I appreciated not just the examples of successes, but the failures too. And each chapter sums up with a helpful “profitable insights and resources” section if you want even more detail. Check it out, Niche peeps!



About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.


Niche Media has the best events, education, and training in media! Our super niched-out events & content give target-audience publishers in the B2C, hobbyist, B2B, city & regional, and association markets the tools they need to build revenue, audience, and more.