{"product_id":"content-rules-isbn-9781118232606","title":"Content Rules","description":"\u003cp\u003e\u003cb\u003eThe guide to creating engaging web content and building a loyal following, revised and updated\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogs, 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? \u003ci\u003eContent Rules\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFind an authentic \"voice\" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others\u003c\/li\u003e \u003cli\u003eLeverage social media and social tools to get your content and ideas distributed as widely as possible\u003c\/li\u003e \u003cli\u003eUnderstand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy\u003c\/li\u003e \u003cli\u003eWrite in a way that powerfully communicates your service, product, or message across various Web mediums\u003c\/li\u003e \u003cli\u003eBoost your online presence and engage with customers and prospects like never before with \u003ci\u003eContent Rules\u003c\/i\u003e.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eBig Fat Overview (Sometimes Called an Introduction) xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One The Content Rules 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 The Case for Content 3\u003c\/p\u003e \u003cp\u003eChapter 2 The Content Rules 13\u003c\/p\u003e \u003cp\u003eChapter 3 Insight Inspires Originality: Who Do You Want to Attract? 21\u003c\/p\u003e \u003cp\u003eChapter 4 Who Are You? 31\u003c\/p\u003e \u003cp\u003eChapter 5 Reimagine; Don’t Recycle: Anatomy of a Content Circle of Life 55\u003c\/p\u003e \u003cp\u003eChapter 6 Share or Solve; Don’t Shill 69\u003c\/p\u003e \u003cp\u003eChapter 7 Stoke the Campfire 95\u003c\/p\u003e \u003cp\u003eChapter 8 Create Wings and Roots 101\u003c\/p\u003e \u003cp\u003eChapter 9 The Care and Feeding of Fans 115\u003c\/p\u003e \u003cp\u003eChapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For 121\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two The How-To Section 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 11 A Blog as a Hub of Your Online Content 143\u003c\/p\u003e \u003cp\u003eChapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? 155\u003c\/p\u003e \u003cp\u003eChapter 13 What’s the Difference between an E-book and a White Paper? (And When Should You Use Them?) 171\u003c\/p\u003e \u003cp\u003eChapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study) 183\u003c\/p\u003e \u003cp\u003eChapter 15 From Dumpy to Sexy: An FAQs Makeover 189\u003c\/p\u003e \u003cp\u003eChapter 16 Video: Show Me a Story 197\u003c\/p\u003e \u003cp\u003eChapter 17 Podcasting: Is This Thing On? 207\u003c\/p\u003e \u003cp\u003eChapter 18 Photographs: The Power of Pictures 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Content that Converts: Success Stories (with Ideas You Can Steal!) 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19 Reynolds Golf Academy: 221\u003cbr\u003e \u003ci\u003eGreensboro, Georgia\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 20 The Cool Beans Group: 227\u003cbr\u003e \u003ci\u003eGreensboro, North Carolina\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 21 U.S. Army: Fort Knox, Kentucky; 231\u003cbr\u003e\u003ci\u003eFort Monroe, Virginia\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 22 AskPatty.com, Inc.: Thousand 235\u003cbr\u003e \u003ci\u003eOaks, California\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 23 Qvidian: Lowell, Massachusetts 239\u003c\/p\u003e \u003cp\u003eChapter 24 HubSpot: Cambridge, Massachusetts 243\u003c\/p\u003e \u003cp\u003eChapter 25 Kodak: Rochester, New York 251\u003c\/p\u003e \u003cp\u003eChapter 26 Boeing Company: Chicago, Illinois 257\u003c\/p\u003e \u003cp\u003eChapter 27 Indium Corporation: Clinton, New York 263\u003c\/p\u003e \u003cp\u003eChapter 28 PinkStinks: London, England 267\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four This Isn’t Goodbye 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 29 This Isn’t Goodbye, and a Gift for You 273\u003c\/p\u003e \u003cp\u003eAbout the Illustrator: Sean Tubridy 275\u003c\/p\u003e \u003cp\u003eIndex 277\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eAnn Handley\u003c\/b\u003e is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category, and co-founded ClickZ.com. She is a monthly columnist for \u003ci\u003eEntrepreneur\u003c\/i\u003e\u003ci\u003e \u003c\/i\u003emagazine, 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 at AnnHandley.com.\u003cbr\u003e \u003cb\u003e\u003cbr\u003e C.C. Chapman\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe one-stop resource for creating irresistible content and building a loyal following, revised and updated\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? \u003ci\u003eContent Rules\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThis revised and updated edition shows you how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFind an authentic \"voice\" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others\u003c\/li\u003e \u003cli\u003eUse social media to get your content and ideas distributed as widely as possible\u003c\/li\u003e \u003cli\u003eGet to the meat of your message in practical, commonsense language, and define the goals of your content strategy\u003c\/li\u003e \u003cli\u003ePowerfully communicate your service, product, or message across various web media and mobile platforms\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBoost your online presence and engage with customers like never before with \u003ci\u003eContent Rules\u003c\/i\u003e. Find out more at ContentRulesBook.com.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988984709349,"sku":"NP9781118232606","price":24.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118232606.jpg?v=1761782316","url":"https:\/\/k12savings.com\/products\/content-rules-isbn-9781118232606","provider":"K12savings","version":"1.0","type":"link"}