Content Rules How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

by Handley, Ann; Chapman, C. C.

• ISBN13: 9781118232606
• ISBN10: 1118232607
• Edition: 2nd
• Format: Paperback
• Copyright: 2012-05-22
• Publisher: Wiley

Summary

How can you create bold stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules is a how-to book of both the art and science of developing marketing content that people care about interwoven with case studies of companies that are successfully spreading their ideas online-and using them to establish credibility and build a loyal customer base. The revised and updated paperback will include: The illustrations that are used in the authors' presentations to align the book more closely with their respective platforms A chapter on mobile focusing on both phones and tablets in addition to location based content A basic primer on "finding your story," the number one follow-up questions that the authors receive from readers

Author Biography

Ann Handley is the chief Content Officer of Marketing-Profs, a rich and trusted resource that offers actionable know-how to its 442,000 subscribers. As a thought leader and writer with a passion for good content, she writes and blogs extensively about online business, marketing, and sometimes just life. For more, visit annhandley.com. C.C. Chapman is a media creator, entrepreneur, keynote speaker, and online marketing consultant. He is the founder of DigitalDads.com and the host of PassionHit.tv. For more information, please visit cc-chapman.com.

Table of Contents

Foreword	p. xi
Acknowledgments	p. xv
Big Fat Overview (Sometimes Called an Introduction)	p. xvii
The Content Rules	p. 1
The Case for Content	p. 3
The Content Rules	p. 13
Insight Inspires Originality: Who Do You Want to Attract?	p. 21
Who Are You?	p. 31
Reimagine; Don't Recycle: Anatomy of a Content Circle of Life	p. 55
Share or Solve; Don't Shill	p. 69
Stoke the Campfire	p. 95
Create Wings and Roots	p. 101
The Care and Feeding of Fans	p. 115
Attention B2B Companies: This Is the Chapter You Are Looking For	p. 121
The How-To Section	p. 141
A Blog as a Hub of Your Online Content	p. 143
If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?	p. 155
What's the Difference between an E-book and a White Paper? (And When Should You Use Them?)	p. 171
The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study)	p. 183
From Dumpy to Sexy: An FAQs Makeover	p. 189
Video: Show Me a Story	p. 197
Podcasting: Is This Thing On?	p. 207
Photographs: The Power of Pictures	p. 211
Content That Converts: Success Stories (With Ideas You Can Steal!)	p. 219
Reynolds Golf Academy: Greensboro, Georgia	p. 221
The Cool Beans Group: Greensboro, North Carolina	p. 227
U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia	p. 231
AskPatty.com, Inc.: Thousand Oaks, California	p. 235
Qvidian: Lowell, Massachusetts	p. 239
HubSpot: Cambridge, Massachusetts	p. 243
Kodak: Rochester, New York	p. 251
Boeing Company: Chicago, Illinois	p. 257
Indium Corporation: Clinton, New York	p. 263
PinkStinks: London, England	p. 267
This Isn't Goodbye	p. 271
This Isn't Goodbye, and a Gift for You	p. 273
About the Illustrator: Sean Tubridy	p. 275
Index	p. 277
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