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

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

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

ISBN: 978-1-118-02620-5

Feb 2017

304 pages

Select type: E-Book

$24.95

Description

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.

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.

Chapter 24 HubSpot: Cambridge, Massachusetts.

Chapter 25 Kodak: Rochester, New York.

Chapter 26 Boeing Company: Chicago, Illinois.

Chapter 27 Indium Corporation: Clinton, New York.

Chapter 28 PinkStinks: London, England.

PART FOUR: THIS ISN’T GOODBYE.

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

Index.