Create bold web content and build a loyal customer base online. Blogs, YouTube, Facebook, Twitter, and other publishing platforms are giving everyone a "voice," including organizations and their customers. So how do you create the bold 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 with 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.
- Learn the art of storytelling and the science of journalism.
- 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.
- Written by the Chief Content Officers of marketingprofs.com.
Boost your online presence and engage with customers and prospects like never before with Content Rules.
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.
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.
Read Excerpt:Chapter (PDF)
Author Info:
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.
