Content Rules

Ann Handley 지음

Wiley 2012년 05월 08일 출간

작품소개

책소개

The guide to creating engaging web content and building a loyal following, revised and updatedBlogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a quot;voice,quot; 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 onlinem-and using them to establish credibility and build a loyal customer base.Find an authentic quot;voicequot; 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 contentm-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.

목차

Foreword xiAcknowledgments xvBig Fat Overview (Sometimes Called an Introduction) xviiPART ONE THE CONTENT RULES 1Chapter 1 The Case for Content 3Chapter 2 The Content Rules 13Chapter 3 Insight Inspires Originality: Who Do You Want to Attract? 21Chapter 4 Who Are You? 31Chapter 5 Reimagine; Don&'t Recycle: Anatomy of a Content Circle of Life 55Chapter 6 Share or Solve; Don&'t Shill 69Chapter 7 Stoke the Campfire 95Chapter 8 Create Wings and Roots 101Chapter 9 The Care and Feeding of Fans 115Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For 121PART TWO THE HOW-TO SECTION 141Chapter 11 A Blog as a Hub of Your Online Content 143Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? 155Chapter 13 What&'s the Difference between an E-book and a White Paper? (And When Should You Use Them?) 171Chapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study) 183Chapter 15 From Dumpy to Sexy: An FAQs Makeover 189Chapter 16 Video: Show Me a Story 197Chapter 17 Podcasting: Is This Thing On? 207Chapter 18 Photographs: The Power of Pictures 211PART THREE CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEAS YOU CAN STEAL!) 219Chapter 19 Reynolds Golf Academy: 221Greensboro, GeorgiaChapter 20 The Cool Beans Group: 227Greensboro, North CarolinaChapter 21 U.S. Army: Fort Knox, Kentucky; 231Fort Monroe, VirginiaChapter 22 AskPatty.com, Inc.: Thousand 235Oaks, CaliforniaChapter 23 Qvidian: Lowell, Massachusetts 239Chapter 24 HubSpot: Cambridge, Massachusetts 243Chapter 25 Kodak: Rochester, New York 251Chapter 26 Boeing Company: Chicago, Illinois 257Chapter 27 Indium Corporation: Clinton, New York 263

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저자(글) Ann Handley

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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-foundedClickZ.com.She is a monthly columnist forEntrepreneurmagazine, 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 atAnnHandley.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.

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