Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
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Wiley 2012
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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.
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    Citations
    APA Citation (style guide)

    Ann Handley. (2012). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. 2 Wiley.

    Chicago / Turabian - Author Date Citation (style guide)

    Ann Handley. 2012. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Wiley.

    Chicago / Turabian - Humanities Citation (style guide)

    Ann Handley, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Wiley, 2012.

    MLA Citation (style guide)

    Ann Handley. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. 2 Wiley, 2012.

    Note! Citation formats are based on standards as of July 2022. Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy.
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        • bioText: Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category, and co-founded ClickZ.com. She is a monthly columnist for Entrepreneur magazine, a contributor to LinkedIn's Influencer program, and Amex's OPEN Forum. There's nothing more fun than following her on Twitter, where she has 170,000 followers, or subscribing to her own site at AnnHandley.com.

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

    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.
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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...
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    tableOfContents

    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 to Attract? 21

    Chapter 4 Who Are You? 31

    Chapter 5 Reimagine; Don't Recycle: Anatomy of a Content Circle 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 Are Looking 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 Most of Them Suck? 155

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

    Chapter 14 The Single Biggest Secret to Creating a Compelling Customer 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 Ideas You 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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        • description: Business & Economics / General
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