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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series) von [Handley, Ann, Chapman, C.C.]
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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series) Kindle Edition

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Kurzbeschreibung

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.

Buchrückseite

To market your business, reach new customers, and create long-lasting loyalty, you need one indispensable element: CONTENT. Whether it's bite-sized tweets that allow you to forge relationships on Twitter, blog posts that give your readers must-have advice, ebooks or white papers that engage (and don't bore), videos that share the human side of your company, interactive webinars that deliver a valuable learning experience, or podcasts that can be downloaded and listened to on the fly (and more!) . . . now more than ever, content rules! Today, you have an unprecedented opportunity to create a treasury of free, easy-to-use, almost infinitely customizable content that tells the story of your product and your business, and positions you as an expert people will want to do business with. Ann Handley and C.C. Chapman, business writers, speakers, and marketing thought leaders for clients such as The Coca-Cola Company, HBO, and Verizon Fios, show you how to leverage all of today's tools to create content that truly speaks to your audience. They'll show you how to: * 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 * Explore ways to integrate searchable words into your content without sounding forced (or sounding like "Frankenspeak") * Write in a way that powerfully communicates your service, product, or message across various Web mediums * Create a publishing schedule that allows you to create different kinds and types of content at once Offering examples of businesses using content effectively across a wide range of industries and fascinating explanations of how you might approach your own content strategy, Content Rules is the essential field guide to creating your story, finding the right balance of humor and humanity in your content, and building a portfolio of value that will keep delivering for the long haul.

Produktinformation

  • Format: Kindle Edition
  • Dateigröße: 1880 KB
  • Seitenzahl der Print-Ausgabe: 320 Seiten
  • Verlag: Wiley; Auflage: 2 (8. Mai 2012)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B008733UFY
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • Verbesserter Schriftsatz: Nicht aktiviert
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen 2 Kundenrezensionen
  • Amazon Bestseller-Rang: #251.990 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

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Format: Kindle Edition
Mit unseren zahlreichen Innovationen bieten wir unseren Kunden maßgeschneiderte, individuelle Lösungen. Unsere engagierten Mitarbeiter sind unser größtes Kapital. Seit 175 Jahren geben wir uns als Marktführer nur mit einem zufrieden: dem Optimum...

Wer will sowas lesen? Keiner. Das und wie es anders (und besser) geht, zeigen Ann Handley und C.C. Chapman in ihrem Buch Content rules.

Ihre Hauptthese lautet: Modernes Marketing bedeutet, wertvollen Content zu produzieren. Keine Werbekampagnen.

Jede Marke, ob großer Konzern, Mittelständler oder Freiberufler, muss anfangen wie ein Medienunternehmen zu denken. Dieser Content zieht über Suchmaschinen und Querverlinkungen Interessenten an und macht sie im besten Fall zu Kunden. Traditionelle Werbung in TV, Radio oder Print spielt für die Autoren keine Rolle mehr.

Was ist wertvoller Content?

Wertvoller Content informiert und unterhält. Bietet auf vielen Plattformen die Möglichkeit zum Dialog. Und zeichnet sich durch eine eigene, wiedererkennbare Stimme aus. Zeigt, dass im Unternehmen Menschen arbeiten und keine Roboter. Bezieht einen klaren, auch kontroversen Standpunkt. Ist alles, bloß nicht langweilig.

Dieser Content kann vielfältige Formen annehmen. Als Blog, E-Book, White Paper, Video, Webinar oder Podcast. Und bietet dabei Lösungen für Probleme und eben keinen Franken-Speak. Etabliert den Content-Produzenten als glaubwürdigen Experten, bei dem man dann auch gerne einkauft.

Content rules gibt konkrete Tipps, was man beachten muss, um sich mit seinem Content von der Konkurrenz abzuheben. Dazu gibt es auch viele nützliche Fallbeispiele von Konzernen wie Kodak bis hin zu kleinen Unternehmen.

Das Buch gibt es bisher nur auf Englisch. Aber es ist verständlich geschrieben, Schulenglisch reicht locker aus.

Von meiner Seite eine klare Empfehlung.
Kommentar 9 Personen fanden diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
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Format: Kindle Edition Verifizierter Kauf
Das Buch führt uns Marketing-Profs in die Welt des Erzählens über Inhalte, die eher als trocken und langweilig angesehen werden. Wir erfahren, wie wir Marketing interessanter gestalten können und gerade deshalb mehr Geschäft generieren können. Das Buch macht dem Leser bewusst, wie wertvoll guter Content für das Marketing ist und wie er publiziert werden sollte.

Klaus Grote
KDG Management GmbH
Kommentar Eine Person fand diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
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Amazon.com: 4.3 von 5 Sternen 153 Rezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The seminal book on content marketing 26. Oktober 2015
Von Stephan Hovnanian - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
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 von 6 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Awesome Book 26. April 2013
Von Frances - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
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 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen I was recommended this book by a friend who has his own ... 21. Mai 2015
Von C J FOLLY - Veröffentlicht auf Amazon.com
Format: Kindle Edition Verifizierter Kauf
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.
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Following their own rules in Content Rules 23. Februar 2013
Von Ron Hunter - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)

In the midst of mediocrity, Content Rules really does rule their genre. Authors Ann Handley and C. C. Chapman provide relevant content for businesses reaching for the next level of online connections. You do not need a pocket protector to read Content Rules. Like their advice, Handley and Chapman speak in human "non-techy" terms describing how business can reimagine their message online to attract more readers. The authors combine proven foundation of marketing principles and layer creative communication to help businesses find their own voice and cut through all the digital clutter.

Businesses serve a more intelligent set of consumers and clients today. People today Google questions, Yelp dinning options, and read comments posted about businesses. Yes, consumers are savvier and reaching them requires more than cute ads and competitive prices. Social media serves as the primary road map for consumers. Handley and Chapman helps your business get on this digital map with road signs pointing customers your way.

Content Rules: How to Create Killer Blogs, Podcasts, Videos, EBooks, Webinars, (and More) that Engage Customers and Ignite Your Business published by Wiley distinguishes itself as noted by the numerous positive reviews. The table of contents guides the reader to find their own voice online, craft their message, and solve problems for their online customers. Sharing "how to" content helps build trust with customers and helps them see your content as a resource rather than a sales pitch. Handley and Chapmen bring back the classic advice of E. B. White's and Strunk's Elements of Style with a list of guidelines every writer (marketer) should memorize. Marketers often butcher language with too many adjectives or adverbs or worse overuse buzzwords.

Content Rules reminds the reader of foundational issues, intermediate steps and advanced techniques that helps new comers and socially savvy businesses as well. The book is filled with lists and recommendations. The authors point toward third party venders that help business solve key issues. Handley and Chapman help businesses shape specific goals to determine if online efforts are attaining the desired affect. The authors lay the foundation by showing why certain types of on line content is more valuable than others, describe how businesses can develop the content to gain a significant online presence, and share some case studies to help spark or shape ideas.

Make no mistake, what Handley and Chapman propose requires significant effort and labor hours. They help you mine content from places you may not have considered. The book clearly gives numerous ways to turn your customer service knowledge into valuable web content. Handling all aspects of a business's online presence will require a dedicated person and at least ten percent of workers' time that provide content. The authors follow their own rules as they write a creative message setting this book up as the "go-to" source. There are some books you read and share with the team, but the whole team should read Content Rules or the collaborative messaging effort will fall short.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Awesome how-to book that will get your started quickly 16. April 2012
Von Anabelle Bernard Fournier - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
As a web content writer, I can't pass up a book that promises to help produce killer content for the Web. Thanks to my Kindle, I was able to buy the book and start reading it within seconds. Even though it took me a while to finish it (moving oblige), I'm really glad I did.

I loved one of the foundational premises of the book: "marketing can learn a lot from the art and style of storytelling (literature) and the fundamentals and science of good reporting (journalism)" (loc 314). This is a book after my own heart-introducing literature in the marketing mix.

The book is geared towards businesses and brands, not personal bloggers, but I did get a lot out of it anyway. As I'm trying to get up to date on web marketing and content management, I found the 11 rules the authors lay out simple and comprehensive:

Embrace being a publisher
Insight inspires originality
Build momentum
Speak human
Reimagine, don't recycle
Share or solve, don't shill
Show, don't just tell
Do something unexpected
Stoke the campfire
Create wings and roots
Play to your strengths

The rest of the book is devoted to explaining and demonstrating these 11 rules, first through theory and practical advice and then through several case studies.

I appreciated the tutorial style of the book. Instead of focusing on why marketing has changed (a role fulfilled by The New Rules of Marketing & PR), the authors decided to discuss the how: the basic rules to create great content that supports your brand and brings you traffic.

Something I found especially useful was the bare bones of an editorial calendar-what to post every day, every week, every month, every quarter and a few times a year. This will come in handy as I work on Molives` content strategy. In fact, most of the book is useful: it lays out in simple terms the different ways to produce good content without being prescriptive or preachy. The authors believe that there's no one-stop solution and that every content strategy must fit the business's goals.

This is not a marketing theory book but rather a how-to. If you're interested in the theory behind the practice, look at The New Rules and other books about the same topic. There's plenty of them out there. But if you're looking for hands-on, practical tips that you can implement right away, Content Rules is a great choice to get started.
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