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.
- Amazon Sales Rank: #81345 in Books
- Brand: Ann Handley
- Published on: 2012-05-22
- Original language:
- Number of items: 1
- Dimensions: 9.02" h x
.92" w x
- Binding: Paperback
- 320 pages
- Content Rules How to Create Killer Blogs Podcasts Videos Ebooks Webinars and More That Engage Customers and Ignite Your Business
"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 10 approaches:
- 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.
- Monitor search keywords.
What keywords are people using to find your blog or website? Those keywords can inform your content stories and suggest new opportunities based on what customers are already interested in.
- 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.
- Go to 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 productivity 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.
- Create a regular content series.
A themed series is a great way to help you create regular content. Pick a day of the week and post the same type of content on that day.
From the Back Cover
The one-stop resource for creating irresistible content and building a loyal following, revised and updated
How do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? Content Rules equips you for online success as a go-to guide to the art and science of developing content that people care about. Case studies show how companies have successfully spread their ideas through blogs, YouTube, Facebook, Twitter, Google+, and other platforms—and used them to establish credibility and build a loyal customer base.
This revised and updated edition shows you how to:
Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others
Use social media to get your content and ideas distributed as widely as possible
Get to the meat of your message in practical, commonsense language, and define the goals of your content strategy
Powerfully communicate your service, product, or message across various web media and mobile platforms
Boost your online presence and engage with customers like never before with Content Rules. Find out more at ContentRulesBook.com.
About the Author
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 Twitter, where she has 170,000 followers, or subscribing to her own site at 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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
The seminal book on content marketing
By Stephan Hovnanian
Content Rules is one of those timeless content marketing books that works for any business (I actually just bought a copy for my church). Ann Handley and C.C. Chapman walk you through the mindset of creating valuable content, then dig into the myriad of ways you can do so.
Even though Content Rules is a few years old, I'd argue that it's more relevant now than ever before, as we have more tools for creating and repurposing content from channels that weren't as established when the book was first written (think social, but even through marketing automation and new publishing channels like LinkedIn and Medium).
If you're new to content marketing, start here. If you've been at it awhile, come back to this book for a refresher on ways you can repurpose and reconnect with your customer base.
6 of 6 people found the following review helpful.
I purchased this book when it was first published and I finally got around to reading it. I'm about to launch a new website and I knew I needed to read this book first. Although I haven't yet finished it, the book is providing me with ideas about how to reimagine my existing content and it even suggests a publishing schedule with daily, weekly, monthly, quarterly, biannual and annual tasks. If you are just starting a blog, read this book first. If you have been writing a blog for a while (like me) and are looking for new inspiration and oomph, this is a wonderful book. It also makes a strong case for videos and podcasts (which I've been avoiding) but now I'm shopping for a camcorder. It's a worthwhile book for every blogger in every industry. I know that I'm going to recommend it and loan it to friends and clients.
3 of 3 people found the following review helpful.
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I was recommended this book by a friend who has his own ...
By C J FOLLY
I was recommended this book by a friend who has his own business and is seriously impressed. What a brilliant guide to content marketing. It gives much more than I ever expected. The information is in depth and requires a 2nd or maybe even a 3rd read. Next time round though, I will be checking out many of the sites and blogs recommended. So much information its quite scary - but really exciting. I am looking forward to starting my own blogs and doing something serious with them.