ISBN-10:
1118232607
ISBN-13:
9781118232606
Pub. Date:
05/22/2012
Publisher:
Wiley
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars and More That Engage Customers and Ignite Your Business / Edition 2

Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars and More That Engage Customers and Ignite Your Business / Edition 2

by Ann Handley, C. C. Chapman

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Product Details

ISBN-13: 9781118232606
Publisher: Wiley
Publication date: 05/22/2012
Series: New Rules Social Media Series , #13
Edition description: Revised and Updated Edition
Pages: 320
Sales rank: 595,807
Product dimensions: 5.90(w) x 8.90(h) x 1.00(d)

About the Author

Ann Handley is the Chief Content Officer ofMarketingProfs, a training and education company with thelargest community of marketers in its category, andco-founded ClickZ.com. She is a monthly columnistfor Entrepreneur magazine, a contributor toLinkedIn's Influencer program, and Amex's OPEN Forum. There'snothing more fun than following her on Twitter, where she has170,000 followers, or subscribing to her own siteat AnnHandley.com.

C.C. Chapman
is a media creator, entrepreneur, keynote speaker,and online marketing consultant. He is the founder ofDigitalDads.com and the host of PassionHit.tv. For moreinformation, please visit cc-chapman.com.

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Table of Contents

Foreword xi

Acknowledgments xv

Big Fat Overview (Sometimes Called an Introduction) xvii

PART ONE THE CONTENT RULES 1

Chapter 1 The Case for Content 3

Chapter 2 The Content Rules 13

Chapter 3 Insight Inspires Originality: Who Do You Want toAttract? 21

Chapter 4 Who Are You? 31

Chapter 5 Reimagine; Don’t Recycle: Anatomy of a ContentCircle of Life 55

Chapter 6 Share or Solve; Don’t Shill 69

Chapter 7 Stoke the Campfire 95

Chapter 8 Create Wings and Roots 101

Chapter 9 The Care and Feeding of Fans 115

Chapter 10 Attention B2B Companies: This Is the Chapter You AreLooking For 121

PART TWO THE HOW-TO SECTION 141

Chapter 11 A Blog as a Hub of Your Online Content 143

Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Mostof Them Suck? 155

Chapter 13 What’s the Difference between an E-book and aWhite Paper? (And When Should You Use Them?) 171

Chapter 14 The Single Biggest Secret to Creating a CompellingCustomer Success Story (Formerly Known as a Case Study) 183

Chapter 15 From Dumpy to Sexy: An FAQs Makeover 189

Chapter 16 Video: Show Me a Story 197

Chapter 17 Podcasting: Is This Thing On? 207

Chapter 18 Photographs: The Power of Pictures 211

PART THREE CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEASYOU CAN STEAL!) 219

Chapter 19 Reynolds Golf Academy: 221

Greensboro, Georgia

Chapter 20 The Cool Beans Group: 227

Greensboro, North Carolina

Chapter 21 U.S. Army: Fort Knox, Kentucky; 231

Fort Monroe, Virginia

Chapter 22 AskPatty.com, Inc.: Thousand 235

Oaks, California

Chapter 23 Qvidian: Lowell, Massachusetts 239

Chapter 24 HubSpot: Cambridge, Massachusetts 243

Chapter 25 Kodak: Rochester, New York 251

Chapter 26 Boeing Company: Chicago, Illinois 257

Chapter 27 Indium Corporation: Clinton, New York 263

Chapter 28 PinkStinks: London, England 267

PART FOUR THIS ISN’T GOODBYE 271

Chapter 29 This Isn’t Goodbye, and a Gift for You 273

About the Illustrator: Sean Tubridy 275

Index 277

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