Content rules : how to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business

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 .

Foreword	p. ix
Acknowledgments	p. xiii
Big Fat Overview (Sometimes Called an Introduction)	p. xv
Part 1 The Content Rules	p. 1
Chapter 1 The Case for Content	p. 3
Chapter 2 The Content Rules	p. 14
Chapter 3 Insight Inspires Originality: Who Do You Want to Attract?	p. 18
Chapter 4 Who Are You?	p. 28
Chapter 5 Reimagine; Don't Recycle: Anatomy of a Content Circle of Life	p. 54
Chapter 6 Share or Solve; Don't Shill	p. 70
Chapter 7 Stoke the Campfire	p. 96
Chapter 8 Create Wings and Roots	p. 102
Chapter 9 The Care and Feeding of Fans	p. 114
Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For	p. 120
Part 2 The How-To Section	p. 139
Chapter 11 A Blog as a Hub of Your Online Content	p. 141
Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?	p. 153
Chapter 13 What's the Difference between an Ebook and a White Paper? (And When Should You Use Them?)	p. 170
Chapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study)	p. 182
Chapter 15 From Dumpy to Sexy: A FAQs Makeover	p. 187
Chapter 16 Video: Show Me a Story	p. 195
Chapter 17 Podcasting: Is This Thing On?	p. 206
Chapter 18 Photographs: The Power of Pictures	p. 210
Part 3 Content that Converts: Success Stories (with Ideas You Can Steal!)	p. 215
Chapter 19 Reynolds Golf Academy: Greensboro, Georgia	p. 217
Chapter 20 The Cool Beans Group: Greensboro, North Carolina	p. 222
Chapter 21 U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia	p. 227
Chapter 22 AskPatty.com, Inc.: Thousand Oaks, California	p. 231
Chapter 23 Kadient: Lowell, Massachusetts	p. 236
Chapter 24 HubSpot: Cambridge, Massachusetts	p. 240
Chapter 25 Kodak: Rochester, New York	p. 248
Chapter 26 Boeing Company: Chicago, Illinois	p. 253
Chapter 27 Indium Corporation: Clinton, New York	p. 259
Chapter 28 PinkStinks: London, England	p. 263
Part 4 This Isn't Goodbye	p. 267
Chapter 29 This Isn't Goodbye, and a Gift for You	p. 269
Index	p. 273

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