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Zusammenfassung von Content Rules

Name: Content Rules
Rating: 3.9 (79 reviews)
Author: Ann Handley & C.C. Chapman

Ann Handley & C.C. Chapman

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business

3.9 (79 Bewertungen)

18 Min.

Kurz zusammengefasst

Content Rules by Ann Handley & C.C. Chapman is a guide to creating and sharing valuable content for businesses. It emphasizes the importance of crafting compelling stories and delivering them in different formats across various channels.

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Strategie Marketing Die Medien

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Content Rules
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What’s in it for me? Discover why content is the new black.

What’s so great about content? All marketing in all times has had some form of content, but it seems like it’s acquired a new meaning in the last couple years. So what is this mysterious new content and why does it get so much attention?

Following the revolution of social media, blogs, podcast and so on, content has become one of the most important ways for businesses to connect with their customers. Things like number of followers, the amount your content is shared, as well as re-tweets, have become just as important as sales figures, brand awareness and the bottom line.

So how do you do it? Content Rules provides a concrete manual for how to work with online content – and, as you’ll see, there are quite a few lessons to learn.

In these blinks, you’ll discover

how golfer Charlie King used content to get through the recession in 2009;
how a Kodak executive used content for customer interaction; and
why having a calendar is the best way to get great results from content.

Produce online content that makes your company an information source and deepens your customer relations.

Are Facebook, Twitter or Instagram a daily part of your life? Well, you’re not alone. Since the past decade’s expansion of social media, consumers have become increasingly enamored of it, even using the internet to research products and guide purchasing decisions. But consumers don’t turn to social media sites alone; they also get product information from company websites, blogs and product reviews posted by other customers. So how can your business attract the online attention it needs?

It all begins with content.

In a nutshell, publishing content means creating and uploading of any kind, be it a blog post, a video, an ebook or a webinar. But to be successful, your content needs to appeal to your target customers. Obnoxious marketing calls and mail advertising are yesterday’s news; instead of going to your customers, the new strategy is to pull them to you with content they like.

How?

The most appealing and engaging content uses true stories about real people in normal-life situations. For instance, Procter and Gamble, the company behind the diaper brand Pampers, published a video series on their website called “Welcome to Parenthood.” The videos showed real new parents describing their daily lives – the potty training, the changing of diapers, the preparations for nap time. Instead of just selling their diapers, the company made a point of sharing experiences that new parents are actually invested in.

So how do you show customers you care?

Keep in mind that content is an extension of your brand. It creates the image customers have of your company; it builds credibility, helps your customers to trust you. That’s because content has the ability to foster one-on-one conversations between your company and your customers, even if your customer base is huge. Since your whole base sees your content, you’re building one-on-one trust with all of them at once. For example, the Chief Marketing Officer of Kodak, a $7.6 billion company, once reached out to a single potential customer by using Twitter to offer her product information.

Find your brand’s voice, and then identify your audience and its needs.

Before you go on a Facebook posting spree, you’ll need to consider your brand’s unique voice and how your business can help customers live better lives – because by creating an individual company identity your business can speak to customers as if they were a single, real person.

How?

Connect to customers by gathering and sharing information through a variety of social media.

So now you’ve got a brand identity. You’ve identified your customer and you know how to improve their lives. It’s time to start publishing.

It’s easiest to start small by publishing and sharing easily made content, while simultaneously eliciting responses from your audience. It’s easy to start a blog with a program such as Wordpress, TypePad or Squarespace, and equally easy to create a Facebook, Twitter or Yelp account, and once you’ve established these social platforms, you can use them to do a whole lot.

Share your content every chance you get and make it easy for others to share it, too.

Ok, so you’ve produced some compelling content that engages your audience. Now it’s time to get people to share it – because sharing content not only promotes your business but also keeps your audience engaged and interested. So how can you get shares?

The first step is to prominently feature your social-media share buttons on websites and blogs. Doing this makes it easy for anyone who enjoyed your post to share it on their own account. You can make sharing easy with sites like ShareThis.com, which lets you place a single share button that links to multiple social networks. But before you share your content, make sure to license it and set rules for how people can use it. Consider whether you mind others changing your content? What about using it for commercial purposes?

Set a calendar to systematically produce, monitor and repackage your content.

You know how personal calendars are essential to remembering meetings, birthdays and other important events, while also serving the crucial function of preventing overbooking? Well, calendars are equally crucial for content publishing. Because if you want to succeed, you need to keep track of all the media you publish.

To coordinate and manage your different media platforms, you’ll need a systematized schedule called an editorial calendar. Try assigning a Chief Content Officer, or CCO, to manage your editorial calendar and keep track of your content agenda and strategy. Your CCO should set daily, weekly, monthly and quarterly content schedules that detail what you want to publish and review.

Metrics matter: set specific and measurable goals and be smart about keywords.

As you might have realized from the editorial schedule, content publishing is a non-stop endeavor. It’s therefore key to accurately evaluate your performance and use web-based tools to improve weak spots. Here’s how to get started:

Begin by setting quantifiable goals and follow-ups in your editorial calendar. By tracking your content’s performance you can constantly update and improve it. For instance, you might aim to produce a video that gets 1,000 views in a month. Or you could endeavor to get 10 bloggers to post positively about your company. As you set and attempt to achieve goals, keep track of your successes, but don’t lose sight of your failures – because when you don’t succeed, it’s necessary to know why.

Build unique content for business customers to suit their special needs.

The core principles you’ve learned so far apply to creating content for all businesses, regardless of size and industry, but if your company specializes in business-to-business (B2B) commerce, there are a few specifics to keep in mind.

Why?

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Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in Content Rules?

Content Rules (2012) is a guide to content publishing that’ll help you implement effective and sustainable strategies. Regardless of whether you’re a social-media novice or a web-savvy pro, these blinks will guide you through the ins and outs of web-based content tools and social media sites, while offering plenty of helpful content tips along the way.

Wer Content Rules lesen sollte

Business owners looking to integrate content publishing into their marketing strategy
People hoping to harness the power of social media to reach huge groups
Creative professionals in any media who want to complement their skills with a flair for sales and marketing

Über den Autor

Ann Handley is the Chief Content Officer for MarketingProfs, a company that offers marketing resources and training to 442,000 subscribers. She is the author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, a Wall Street Journal bestseller.

C.C. Chapman is a marketing consultant who, in addition to creating DigitalDads.com, co-founded the marketing company The Advance Guard. His previous positions include VP of New Marketing for the design-marketing firm, Crayon.

[Ann Handley, C.C. Chapman: Content Rules] copyright [2012], John Wiley & Sons [Inc. or Ltd. as applicable] Used by permission of John Wiley & Sons [Inc. or Ltd. as applicable] and shall not be made available to any unauthorized third parties.

Kategorien mit Content Rules

Marketing & Vertrieb

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