Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
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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 othersLeverage social media and social tools to get your content and ideas distributed as widely as possibleUnderstand why you are generating content―getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategyWrite in a way that powerfully communicates your service, product, or message across various Web mediumsBoost your online presence and engage with customers and prospects like never before with Content Rules.
From the Publisher
“What To Talk About When There’s Nothing to Say,” from the authors of Content Rules
How do you create content when you don’t have breaking news to share regularly? If you want to remain relevant, you need to find a way to converse much more frequently than when you have big news. Consider these approaches when you’re ready to talk and want something to say:
CHAT WITH CUSTOMERS
Ask customers a single question, such as “What’s your biggest marketing challenge?” or “What’s a strategy you used to grow your business this year?”
INTERVIEW LUMINARIES
Q & A interviews with thought leaders, strategic partners, or flat-out interesting creative thinkers make for compelling text, audio, or video content.
SHARE REAL-TIME PHOTOS
Upload photos from industry events, meetups, or other gatherings. Fresh content matters here, and the faster you can get your photos up, the more likely they will be shared.
TRAWL INDUSTRY NEWS
Share an opinion about a recent news story that’s affecting your industry or audience. Be timely; you could benefit from the extra boost of being one of the first to comment on the topic.
GO BEHIND THE SCENES
Show things that your readers or followers don’t usually get to see. Share photos that give an insider’s view of your company, or tease some new, compelling content, product or event that you’ll be launching soon.
ATTEND AN EVENT
Take session notes, conduct interviews, or take photos. Real-time blog or tweet the sessions that offer value to your community, and share with your audience what you learned, enjoyed, or were surprised at.
SHARE BEST PRACTICES OR TIPS
People are always looking for efficiencies, and this type of content is always highly useful and shareable.
INVITE GUEST POSTS
Give your readers or employees or an expert in the industry the chance to guest post for your blog. Don’t limit yourself to written content.
ABOUT THE AUTHOR: ANN HANDLEY
ANN HANDLEY is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category, and co-founded ClickZ.com. She is a monthly columnist for Entrepreneur magazine, a contributor to LinkedIn’s Influencer program, and Amex’s OPEN Forum. There’s nothing more fun than following her on X, where she has 170,000 followers, or subscribing to her own site at AnnHandley.com.
ABOUT THE AUTHOR: C.C. CHAPMAN
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.
Publisher : Wiley; Revised and Updated edition (May 22, 2012)
Language : English
Paperback : 320 pages
ISBN-10 : 1118232607
ISBN-13 : 978-1118232606
Item Weight : 13.6 ounces
Dimensions : 5.9 x 1 x 8.9 inches
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