Handley / Chapman Content Rules

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, Revised and Updated Edition
2. Auflage 2012
ISBN: 978-1-118-28303-5
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 320 Seiten, E-Book

Reihe: New Rules Social Media Series

The guide to creating engaging web content and building a loyalfollowing, revised and updated
Blogs, YouTube, Facebook, Twitter, Google+, and other platformsare giving everyone a "voice," including organizations and theircustomers. So how do you create the stories, videos, and blog poststhat cultivate fans, arouse passion for your products or services,and ignite your business? Content Rules equips you foronline success as a one-stop source on the art and science ofdeveloping content that people care about. This coverage isinterwoven with case studies of companies successfully spreadingtheir ideas online--and using them to establish credibilityand build a loyal customer base.
* Find an authentic "voice" and craft bold content that willresonate with prospects and buyers and encourage them to share itwith others
* Leverage social media and social tools to get your content andideas distributed as widely as possible
* Understand why you are generating content--getting to themeat of your message in practical, commonsense language, anddefining 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 andprospects like never before with Content Rules.

Autoren/Hrsg.

Handley, Ann

Chapman, C. C.

Inhaltsverzeichnis

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 toAttract? 21
Chapter 4 Who Are You? 31
Chapter 5 Reimagine; Don't Recycle: Anatomy of a ContentCircle 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 AreLooking 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 Mostof Them Suck? 155
Chapter 13 What's the Difference between an E-book and aWhite Paper? (And When Should You Use Them?) 171
Chapter 14 The Single Biggest Secret to Creating a CompellingCustomer 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 IDEASYOU 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

Über Autor(innen)

Ann Handley is the Chief Content Officer ofMarketingProfs, a training and education company with thelargest community of marketers in its category, andco-founded ClickZ.com. She is a monthly columnistfor Entrepreneur magazine, a contributor toLinkedIn's Influencer program, and Amex's OPEN Forum. There'snothing more fun than following her on Twitter, where she has170,000 followers, or subscribing to her own siteat AnnHandley.com.
C.C. Chapman is a media creator, entrepreneur, keynote speaker,and online marketing consultant. He is the founder ofDigitalDads.com and the host of PassionHit.tv. For moreinformation, please visit cc-chapman.com.