Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series) Hardcover – 26 Nov 2010
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From the Back Cover
To market your business, reach new customers, and create long–lasting loyalty, you need one indispensable element: CONTENT. Whether it′s bite–sized tweets that allow you to forge relationships on Twitter, blog posts that give your readers must–have advice, ebooks or white papers that engage (and don′t bore), videos that share the human side of your company, interactive webinars that deliver a valuable learning experience, or podcasts that can be downloaded and listened to on the fly (and more!) . . . now more than ever, content rules! Today, you have an unprecedented opportunity to create a treasury of free, easy–to–use, almost infinitely customizable content that tells the story of your product and your business, and positions you as an expert people will want to do business with. Ann Handley and C.C. Chapman, business writers, speakers, and marketing thought leaders for clients such as The Coca–Cola Company, HBO, and Verizon Fios, show you how to leverage all of today′s tools to create content that truly speaks to your audience. They′ll show you how to: 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 Explore ways to integrate searchable words into your content without sounding forced (or sounding like "Frankenspeak") Write in a way that powerfully communicates your service, product, or message across various Web mediums Create a publishing schedule that allows you to create different kinds and types of content at once Offering examples of businesses using content effectively across a wide range of industries and fascinating explanations of how you might approach your own content strategy, Content Rules is the essential field guide to creating your story, finding the right balance of humor and humanity in your content, and building a portfolio of value that will keep delivering for the long haul.
About the Author
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.
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Top Customer Reviews
This book is divided into four parts, entitled:
`The Content Rules'
`The How-To Section'
`Content that Converts: Success Stories'
`This Isn't Goodbye'
Part One explains what content is and why you should need to create it. There are 10 chapters in Part One that essentially set out the Content Rules, with headings that include: Reimagine; Don't Recycle: Anatomy of a Content Circle of Life, Share or Solve; Don't Shill, and the intriguingly titled: Attention B2B Companies: This is the Chapter You Are Looking For.
Part Two has 8 packed chapters with step by step instructions on how to create content. Included are Blogs, Webinars, EBook & White Paper, Using Case Studies, FAQs, Videos, Podcasting and Photographs. This is gold for anyone wanting to get started creating their own content.
In Part Three, there are 10 concise chapters, each one a case study, which the authors prefer to call Success Stories, and all have `Ideas You Can Steal'.
Part Four contains just one short chapter inviting connection online & also linking to a couple of bonus downloads!
I found this book extremely helpful (my copy is full of colourful sticky bookmarks for reference)and happily recommend it to anyone who needs to know how create content and use it as a way of marketing their business (large or small). It certainly isn't a stuffy textbook and is written in a humorous and conversation style. It's choc full of great tips, explanatory screenshots and diagrams.
Every chapter is useful and interesting, it never gets dry and I never found myself flicking ahead to see how much longer the chapters went on as I have done with other books.
The authors have a conversational style which comes across well. They make their points clearly and sensibly, never patronising the reader with too little detail or overwhelming them with too much.
Even a complete newcomer to the topics covered will understand the book and the suggestions they make. There are a number of useful case studies at the end of the book which show how different companies have had success with varying approaches.
This isn't a book that tells you exactly what to do in a formulaic method. It explains the issues, gives an understanding of why certain approaches work and examples of how to implement them.
Overall, it is an extremely useful addition to my bookcase and one I will undoubtedly refer to time and again.
Most Recent Customer Reviews
If you are new writing blogs etc this book is full of good advice and ideas
Easy to read with loads of good ideas
This was a relief after reading "Grouped". Restored my faith in social media writers. Full of ideas, practical, and a good dipper.Published 18 months ago by Fatnrich
Very useful information and very inspirational ideas for anybody working in Internet/New Media/Ecommerce should read it.Published 19 months ago by Cosmin Lapovita