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

Overview

The one-stop resource for creating irresistible content and building a loyal following, revised and updated

How do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? Content Rules equips you for online success as a go-to guide to the art and science of developing content that people care about. Case studies show how companies have successfully spread their ideas through blogs, YouTube, ...

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

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NOOK Book (eBook - Revised and Updated Edition)
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Overview

The one-stop resource for creating irresistible content and building a loyal following, revised and updated

How do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? Content Rules equips you for online success as a go-to guide to the art and science of developing content that people care about. Case studies show how companies have successfully spread their ideas through blogs, YouTube, Facebook, Twitter, Google+, and other platforms—and used them to establish credibility and build a loyal customer base.

This revised and updated edition shows you how to:

  • Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others

  • Use social media to get your content and ideas distributed as widely as possible

  • Get to the meat of your message in practical, commonsense language, and define the goals of your content strategy

  • Powerfully communicate your service, product, or message across various web media and mobile platforms

Boost your online presence and engage with customers like never before with Content Rules. Find out more at ContentRulesBook.com.

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Product Details

  • ISBN-13: 9781118283035
  • Publisher: Wiley
  • Publication date: 5/8/2012
  • Series: New Rules Social Media Series , #15
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition description: Revised and Updated Edition
  • Edition number: 2
  • Pages: 320
  • Sales rank: 257,097
  • File size: 5 MB

Meet the Author

Ann Handley (annhandley.com) is the Chief Content Officer of Marketing Profs, 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.

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Table of Contents

Foreword David Meerman Scott ix

Acknowledgments xiii

Big Fat Overview (Sometimes Called an Introduction) xv

Part 1 The Content Rules 1

Chapter 1 The Case for Content 3

Chapter 2 The Content Rules 14

Chapter 3 Insight Inspires Originality: Who Do You Want to Attract? 18

Chapter 4 Who Are You? 28

Chapter 5 Reimagine; Don't Recycle: Anatomy of a Content Circle of Life 54

Chapter 6 Share or Solve; Don't Shill 70

Chapter 7 Stoke the Campfire 96

Chapter 8 Create Wings and Roots 102

Chapter 9 The Care and Feeding of Fans 114

Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For 120

Part 2 The How-To Section 139

Chapter 11 A Blog as a Hub of Your Online Content 141

Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? 153

Chapter 13 What's the Difference between an Ebook and a White Paper? (And When Should You Use Them?) 170

Chapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study) 182

Chapter 15 From Dumpy to Sexy: A FAQs Makeover 187

Chapter 16 Video: Show Me a Story 195

Chapter 17 Podcasting: Is This Thing On? 206

Chapter 18 Photographs: The Power of Pictures 210

Part 3 Content that Converts: Success Stories (with Ideas You Can Steal!) 215

Chapter 19 Reynolds Golf Academy: Greensboro, Georgia 217

Chapter 20 The Cool Beans Group: Greensboro, North Carolina 222

Chapter 21 U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia 227

Chapter 22 AskPatty.com, Inc.: Thousand Oaks, California 231

Chapter 23 Kadient: Lowell, Massachusetts 236

Chapter 24 HubSpot: Cambridge, Massachusetts 240

Chapter 25 Kodak: Rochester, New York 248

Chapter 26 Boeing Company: Chicago, Illinois 253

Chapter 27 Indium Corporation: Clinton, New York 259

Chapter 28 PinkStinks: London, England 263

Part 4 This Isn't Goodbye 267

Chapter 29 This Isn't Goodbye, and a Gift for You 269

Index 273

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