Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business / Edition 1

Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business / Edition 1

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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business / Edition 1

Whether it's bite-sized tweets that allow you to forge relationships on Twitter, blog posts that give your readers must-have advice, ebooks or white papers that engage (and don't bore), videos that share the human side of your company, interactive webinars that deliver a valuable learning experience, or podcasts that can be downloaded and listened to on the fly (and more!) ... now more than ever, content rules!

Today, you have an unprecedented opportunity to create a treasury of free, easy-to-use, almost infinitely customizable content that tells the story of your product and your business, and positions you as an expert people will want to do business with.

Ann Handley and C.C. Chapman, business writers, speakers, and marketing thought leaders for clients such as The Coca-Cola Company, HBO, and Verizon FiOS, show you how to leverage all of today's tools to create content that truly speaks to your audience. They'll show you how to:

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

Explore ways to integrate searchable words into your content without sounding forced (or sounding like "Frankenspeak")

Write in a way that powerfully communicates your service, product, or message across various Web mediums

Create a publishing schedule that allows you to create different kinds and types of content at once

Offering examples of businesses using content effectively across a wide range of industries and fascinating explanations of how you might approach your own content strategy, Content Rules is the essential field guide to creating your story, finding the right balance of humor and humanity in your content, and building a portfolio of value that will keep delivering for the long haul.

Product Details

ISBN-13: 9780470648285
Publisher: Wiley
Publication date: 12/07/2010
Series: New Rules Social Media Series , #5
Pages: 304
Product dimensions: 7.34(w) x 11.66(h) x 1.02(d)

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, 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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