Content Rules

by Ann Handley; Foreword by: David Meerman Scott; C.C. Chapman

• ISBN13: 9780470648285
• ISBN10: 0470648287
• Format: Hardcover
• Copyright: 2010-12-01
• Publisher: Wiley

Summary

Create bold web content and build a loyal customer base onlineBlogs, YouTube, Facebook, Twitter, and other publishing platforms are giving everyone a "voice," including organizations and their customers. So how do you create the bold 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 with a one-stop source on the art and science of developing marketing 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. Learn the art of storytelling and the science of journalism 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 Written by the Chief Content Officers of marketingprofs.comBoost your online presence and engage with customers and prospects like never before with Content Rules.

Author Biography

Ann Handley (annhandley.com) is the Chief Content Officer of MarketingProfs, a rich and trusted resource that offers actionable know-how to its 365,000 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. C.C. Chapman (cc-chapman.com) is a media creator, entrepreneur, and online marketing expert. He recently launched DigitalDads.com-a site where a dad can be a guy-to serve as a cornerstone of the online parenting space.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xiii
Big Fat Overview (Sometimes Called an Introduction)	p. xv
The Content Rules	p. 1
The Case for Content	p. 3
The Content Rules	p. 14
Insight Inspires Originality: Who Do You Want to Attract?	p. 18
Who Are You?	p. 28
Reimagine; Don't Recycle: Anatomy of a Content Circle of Life	p. 54
Share or Solve; Don't Shill	p. 70
Stoke the Campfire	p. 96
Create Wings and Roots	p. 102
The Care and Feeding of Fans	p. 114
Attention B2B Companies: This Is the Chapter You Are Looking For	p. 120
The How-To Section	p. 139
A Blog as a Hub of Your Online Content	p. 141
If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?	p. 153
What's the Difference between an Ebook and a White Paper? (And When Should You Use Them?)	p. 170
The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study)	p. 182
From Dumpy to Sexy: A FAQs Makeover	p. 187
Video: Show Me a Story	p. 195
Podcasting: Is This Thing On?	p. 206
Photographs: The Power of Pictures	p. 210
Content that Converts: Success Stories (with Ideas You Can Steal!)	p. 215
Reynolds Golf Academy: Greensboro, Georgia	p. 217
The Cool Beans Group: Greensboro, North Carolina	p. 222
U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia	p. 227
AskPatty.com, Inc.: Thousand Oaks, California	p. 231
Kadient: Lowell, Massachusetts	p. 236
HubSpot: Cambridge, Massachusetts	p. 240
Kodak: Rochester, New York	p. 248
Boeing Company: Chicago, Illinois	p. 253
Indium Corporation: Clinton, New York	p. 259
PinkStinks: London, England	p. 263
This Isn't Goodbye	p. 267
This Isn't Goodbye, and a Gift for You	p. 269
Index	p. 273
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