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New Rules Social Media #13: Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Busine

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New Rules Social Media #13: Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Busine Cover

 

Synopses & Reviews

Publisher Comments:

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.

Synopsis:

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 buyersand 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.

Synopsis:

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 Marketing Profs, a rich and trusted resource that offers actionable know-how to its 442,000 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. For more, visit 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.

Table of Contents

Foreword

Acknowledgments

Big Fat Overview (Sometimes Called an Introduction)

How This Book Works (and Three Promises to You)

Why We Need Some Rules, but Not Others

PART ONE THE CONTENT RULES

Chapter 1 The Case for Content

The Content Rules

What Is Content, and What Can It Do for You?

Good Content as a Competitive Advantage

Chapter 2 The Content Rules

The Content Rules

Chapter 3 Insight Inspires Originality

Who Do You Want to Attract?

Start with the Why

A Quick and Dirty Search Lesson

Back to the Why—and Onto the Who

Set Your Metrics: What Does Success Look Like?

Chapter 4 Who Are You?

Speak Human: How Do You Differentiate Your Content?

Chapter 5 Reimagine; Don't Recycle

Anatomy of a Content Circle of Life

First, Look toward the Sun

Create a Publishing Schedule

Feed the Beast

Aim for Variety, and Do Something Unexpected

Imagine New Creatures

Chapter 6 Share or Solve; Don’t Shill

WHO OWNS YOUR WEB SITE CONTENT?

WHAT TO LOOK FOR IN A WRITER (OR ANY KIND OF CONTENT CREATOR)

SOURCING CONTENT FROM ELSEWHERE

Chapter 7 Stoke the Campfire

How to Build a Fire

Your Content Campfire

Start with the Small Stuff

Finding the Bigger Sticks

Singing Campfire Songs

Why Doesn't My Content Have Any Comments?

Telling Stories by the Campfire Light

Chapter 8 Create Wings and Roots

Wings for the Web: Findable, Accessible, Shareable

Fishing for Attention in the Activity Streams

How to Make Your Content Go Viral

Chapter 9 The Care and Feeding of Fans

Setting Up a Listening Dashboard

Responding Quickly, and with Sincerity

Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For Your Prospects Are Avoiding You

Marketers Need to Pick Up the Ball and Run with It

Content Marketing Is the Key

Additional Steps to Getting Hitched: Content and B2B, True Love Always

PART TWO THE HOW-TO SECTION

Chapter 11 A Blog as a Hub of Your Online Content

The How-To Section

Blogging Guidelines

CHAPTER 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?

How to Create and Produce Awesome Webinars

"A Rose by Any Other Name..."

Chapter 13 What's the Difference between an Ebook and a White Paper? (And When Should You Use Them?)

Nine Steps to Creating an Ebook or White Paper That People Will Want to Read

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

An FAQ s Makeover

Chapter 16 Video: Show Me a Story

Equipment: What You'll Need

Creating Your Story

Shooting and Scripting

Show the World

But What Am I Going to Shoot?

iContent: Your Own Web Show?

Chapter 17 Podcasting: Is This Thing On?

Chapter 18 Photographs

The Power of Pictures

What Should I Take Pictures of?

Sharing and Tagging

Social Snapshots

Getting the Good Shot

Bring In the Big Guns

PART THREE CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEAS YOU CAN STEAL!)

Chapter 19 Reynolds Golf Academy

Greensboro, Georgia

Content That Converts: Success Stories (with Ideas You Can Steal!)

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 20 The Cool Beans Group

Greensboro, North Carolina

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 21 U.S. Army

Fort Knox, Kentucky; Fort Monroe, Virginia

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 22 AskPatty.com, Inc.

Thousand Oaks, California

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 23 Kadient

Lowell, Massachusetts

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 24 HubSpot

Cambridge, Massachusetts

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 25 Kodak

Rochester, New York

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 26 Boeing Company

Chicago, Illinois

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 27 Indium Corporation

Clinton, New York

Content That Ignites

Ka-Ching!

Ideas You Can Steal

Chapter 28 PinkStinks

London, England

Content That Ignites

Ka-Ching!

Ideas You Can Steal

PART FOUR THIS ISN'T GOODBYE

Chapter 29 This Isn't Goodbye, and a Gift for You

This Isn't Goodbye

A 12-Point Content Checklist

About the Illustrator

Sean Tubridy

Product Details

ISBN:
9781118232606
Author:
Handley, Ann
Publisher:
John Wiley & Sons
Author:
Chapman, C. C.
Subject:
General Business & Economics
Subject:
Business & Management Special Topics
Subject:
Business Writing
Copyright:
Edition Description:
Revised and Updated Edition
Series:
New Rules Social Media Series
Series Volume:
13
Publication Date:
20120522
Binding:
TRADE PAPER
Language:
English
Pages:
320
Dimensions:
226.5 x 151.5 x 21.9 mm 13.44 oz

Related Subjects

Business » General
Business » Management
Business » Writing
Computers and Internet » Computers Reference » General
Computers and Internet » Internet » Blogs
Computers and Internet » Internet » General
Computers and Internet » Internet » Marketing
Computers and Internet » Internet » Web Information
Computers and Internet » Internet » Web Publishing
Fiction and Poetry » Literature » A to Z

New Rules Social Media #13: Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Busine New Trade Paper
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$19.95 In Stock
Product details 320 pages John Wiley & Sons - English 9781118232606 Reviews:
"Synopsis" by , 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 buyersand 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.

"Synopsis" by , 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.

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