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.
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.