Foreword
Acknowledgments
Big Fat Overview (Sometimes Called an Introduction)
How This Book Works (and Three Promises to You)
Why We Need Some Rules, but Not Others
PART ONE THE CONTENT RULES
Chapter 1 The Case for Content
The Content Rules
What Is Content, and What Can It Do for You?
Good Content as a Competitive Advantage
Chapter 2 The Content Rules
The Content Rules
Chapter 3 Insight Inspires Originality
Who Do You Want to Attract?
Start with the Why
A Quick and Dirty Search Lesson
Back to the Why—and Onto the Who
Set Your Metrics: What Does Success Look Like?
Chapter 4 Who Are You?
Speak Human: How Do You Differentiate Your Content?
Chapter 5 Reimagine; Don't Recycle
Anatomy of a Content Circle of Life
First, Look toward the Sun
Create a Publishing Schedule
Feed the Beast
Aim for Variety, and Do Something Unexpected
Imagine New Creatures
Chapter 6 Share or Solve; Don’t Shill
WHO OWNS YOUR WEB SITE CONTENT?
WHAT TO LOOK FOR IN A WRITER (OR ANY KIND OF CONTENT CREATOR)
SOURCING CONTENT FROM ELSEWHERE
Chapter 7 Stoke the Campfire
How to Build a Fire
Your Content Campfire
Start with the Small Stuff
Finding the Bigger Sticks
Singing Campfire Songs
Why Doesn't My Content Have Any Comments?
Telling Stories by the Campfire Light
Chapter 8 Create Wings and Roots
Wings for the Web: Findable, Accessible, Shareable
Fishing for Attention in the Activity Streams
How to Make Your Content Go Viral
Chapter 9 The Care and Feeding of Fans
Setting Up a Listening Dashboard
Responding Quickly, and with Sincerity
Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For Your Prospects Are Avoiding You
Marketers Need to Pick Up the Ball and Run with It
Content Marketing Is the Key
Additional Steps to Getting Hitched: Content and B2B, True Love Always
PART TWO THE HOW-TO SECTION
Chapter 11 A Blog as a Hub of Your Online Content
The How-To Section
Blogging Guidelines
CHAPTER 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?
How to Create and Produce Awesome Webinars
"A Rose by Any Other Name..."
Chapter 13 What's the Difference between an Ebook and a White Paper? (And When Should You Use Them?)
Nine Steps to Creating an Ebook or White Paper That People Will Want to Read
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
An FAQ s Makeover
Chapter 16 Video: Show Me a Story
Equipment: What You'll Need
Creating Your Story
Shooting and Scripting
Show the World
But What Am I Going to Shoot?
iContent: Your Own Web Show?
Chapter 17 Podcasting: Is This Thing On?
Chapter 18 Photographs
The Power of Pictures
What Should I Take Pictures of?
Sharing and Tagging
Social Snapshots
Getting the Good Shot
Bring In the Big Guns
PART THREE CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEAS YOU CAN STEAL!)
Chapter 19 Reynolds Golf Academy
Greensboro, Georgia
Content That Converts: Success Stories (with Ideas You Can Steal!)
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 20 The Cool Beans Group
Greensboro, North Carolina
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 21 U.S. Army
Fort Knox, Kentucky; Fort Monroe, Virginia
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 22 AskPatty.com, Inc.
Thousand Oaks, California
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 23 Kadient
Lowell, Massachusetts
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 24 HubSpot
Cambridge, Massachusetts
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 25 Kodak
Rochester, New York
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 26 Boeing Company
Chicago, Illinois
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 27 Indium Corporation
Clinton, New York
Content That Ignites
Ka-Ching!
Ideas You Can Steal
Chapter 28 PinkStinks
London, England
Content That Ignites
Ka-Ching!
Ideas You Can Steal
PART FOUR THIS ISN'T GOODBYE
Chapter 29 This Isn't Goodbye, and a Gift for You
This Isn't Goodbye
A 12-Point Content Checklist
About the Illustrator
Sean Tubridy
