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

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

by Ann Handley, C.C. Chapman
Foreword by David Meerman Scott

Wiley | December 7, 2010 | Hardcover |

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The guide to creating engaging web content and building a loyal following, revised and updated

Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the 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 as a one-stop source on the art and science of developing 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.

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

Boost your online presence and engage with customers and prospects like never before with Content Rules.

Format: Hardcover

Dimensions: 304 Pages, 5.91 × 9.06 × 0.79 in

Published: December 7, 2010

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470648287

ISBN - 13: 9780470648285

Found in: Business and Finance

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

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

by Ann Handley, C.C. Chapman
Foreword by David Meerman Scott

Format: Hardcover

Dimensions: 304 Pages, 5.91 × 9.06 × 0.79 in

Published: December 7, 2010

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470648287

ISBN - 13: 9780470648285

About the Book

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.

Table of Contents

Foreword by David Meerman Scott. Acknowledgments. Big Fat Overview (Sometimes Called an Introduction). PART ONE: THE CONTENT RULES. Chapter 1 The Case for Content. Chapter 2 The Content Rules. Chapter 3 Insight Inspires Originality: Who Do You Want to Attract? Chapter 4 Who Are You? Chapter 5 Reimagine; Don''t Recycle: Anatomy of a Content Circle of Life. Chapter 6 Share or Solve; Don''t Shill. Chapter 7 Stoke the Campfire. Chapter 8 Create Wings and Roots. Chapter 9 The Care and Feeding of Fans. Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For. PART TWO: THE HOW-TO SECTION. Chapter 11 A Blog as a Hub of Your Online Content. Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? Chapter 13 What''s the Difference between an Ebook and a White Paper? (And When Should You Use Them?). Chapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study). Chapter 15 From Dumpy to Sexy: A FAQs Makeover. Chapter 16 Video: Show Me a Story. Chapter 17 Podcasting: Is This Thing On? Chapter 18 Photographs: The Power of Pictures. PART THREE: CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEAS YOU CAN STEAL!). Chapter 19 Reynolds Golf Academy: Greensboro, Georgia. Chapter 20 The Cool Beans Group: Greensboro, North Carolina. Chapter 21 U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia. Chapter 22 AskPatty.com, Inc.: Thousand Oaks, California. Chapter 23 Kadient: Lowell, Massachusetts. C
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From the Publisher

The guide to creating engaging web content and building a loyal following, revised and updated

Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the 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 as a one-stop source on the art and science of developing 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.

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

Boost your online presence and engage with customers and prospects like never before with Content Rules.

From the Jacket

To market your business, reach new customers, and create long-lasting loyalty, you need one indispensable element: CONTENT.

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.

About 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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