- Hardcover: 304 pages
- Publisher: John Wiley & Sons (26 November 2010)
- Language: English
- ISBN-10: 0470648287
- ISBN-13: 978-0470648285
- Product Dimensions: 15.7 x 2.6 x 23.1 cm
- Boxed-product Weight: 454 g
- Customer Reviews: 1 customer review
- Amazon Bestsellers Rank: 369,580 in Books (See Top 100 in Books)
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business Hardcover – 26 Nov 2010
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From the Back Cover
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 contentgetting 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.
About the Author
C.C. Chapman (cc-chapman.com) is a media creator, entrepreneur, and online marketing expert. He recently launched DigitalDads.coma site where a dad can be a guyto serve as a cornerstone of the online parenting space.
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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.
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
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.