The Rules of Perception provides an insightful guide to content marketing for today's audiences. Using research from over twenty years of experience across political polling and marketing, author Alexander Jutkowitz shares a practical framework for making content marketing work. Your customers are smarter than ever before, and can easily see straight through the type of lazy or disingenuous "content" that tarnished the reputation of this truly effective strategy. By creating the right type of content tailored to your market, you can deliver results that surpass your goals—but this book is more than just content creation, it's a one-stop guide for a total content marketing strategy. You'll learn what works and what doesn't, what your customers want, and the best way to deliver it while building the consumer relationship of your organization's dreams.
In a world of increasing transparency, where information is only a click away, the new media is giving voice to those who otherwise may not be heard. The heart of content marketing lies in the desire to share knowledge with audiences directly—and with the tools at our disposal today, it's never been easier to connect with those who want to hear what you have to say. This book shows you how to design, build, and implement an effective content marketing strategy that connects and engages your customer.
While traditional marketing budgets are shrinking, content marketing budgets are blooming—with good reason. The Rules of Perception provides a clear framework for leveraging knowledge into revenue, year after year.
ALEXANDER JUTKOWITZ is global CEO of GROUP SJR and Truffle Pig, and U.S. CEO of Hill+Knowlton Strategies. A former political pollster, digital architect, brand strategist, and content creator in over 30 countries, he is committed to the idea that brands who tell their own stories innovate faster and inspire enduring customer loyalty. He is on the board of the Advertising Council and lives in New York City with his wife and daughter.
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