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

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

Edited by Ann Handley · C.C. Chapman
John Wiley & Sons May 2012

Specifications

ISBN-13
9781118232606
Publisher
John Wiley & Sons
Publication
May 2012
Format
Paperback , 293 pages
Jurisdiction
International or US ? Countri(es) for reference only

Details

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.

Table of Contents

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

About the Author

Ann Handley is the Chief Content Officer of Marketing Profs, a rich and trusted resource that offers actionable know-how to its 442,000 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. For more, visit 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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