Content Rules: How to Create Killer Blogs, Podcasts, Videos, E-Books, Webinars (and More) That Engage Customers and Ignite Your Business, Revised and Updated

  • 4h 8m
  • Ann Handley, C.C. Chapman
  • John Wiley & Sons (US)
  • 2012

Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online—and using them to establish credibility and build a loyal customer base.

  • Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others
  • Leverage social media and social tools to get your content and ideas distributed as widely as possible
  • Understand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy
  • Write in a way that powerfully communicates your service, product, or message across various Web mediums

Boost your online presence and engage with customers and prospects like never before with Content Rules.

In this Book

  • Content Rules—How To Create Killer Blogs, Podcasts, Videos, E-Books, Webinars (And More) That Engage Customers And Ignite Your Business, Revised and Updated
  • Foreword
  • Big Fat Overview (Sometimes Called an Introduction)
  • The Case for Content
  • The Content Rules
  • Insight Inspires Originality—Who Do You Want to Attract?
  • Who Are You?
  • Reimagine; Don’t Recycle—Anatomy of a Content Circle of Life
  • Share or Solve; Don’t Shill
  • Stoke the Campfire
  • Create Wings and Roots
  • The Care and Feeding of Fans
  • Attention B2B Companies—This Is the Chapter You Are Looking For
  • A Blog as a Hub of Your Online Content
  • If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?
  • What’s the Difference between an E-book and a White Paper? (And When Should You Use Them?)
  • The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study)
  • From Dumpy to Sexy—An FAQs Makeover
  • Video—Show Me a Story
  • Podcasting—Is This Thing On?
  • Photographs—The Power of Pictures
  • Reynolds Golf Academy—Greensboro, Georgia
  • The Cool Beans Group—Greensboro, North Carolina
  • U.S. Army—Fort Knox, Kentucky; Fort Monroe, Virginia
  • AskPatty.com, Inc.—Thousand Oaks, California
  • Qvidian—Lowell, Massachusetts
  • HubSpot—Cambridge, Massachusetts
  • Kodak—Rochester, New York
  • Boeing Company—Chicago, Illinois
  • Indium Corporation—Clinton, New York
  • PinkStinks—London, England
  • This Isn’t Goodbye, and a Gift for You
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