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Content Rules

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

By Ann Handley & C.C. Chapman
13-minute read
Audio available
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business by Ann Handley & C.C. Chapman

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.

  • 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

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.

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Content Rules

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

By Ann Handley & C.C. Chapman
  • Read in 13 minutes
  • Audio & text available
  • Contains 8 key ideas
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business by Ann Handley & C.C. Chapman
Synopsis

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.

Key idea 1 of 8

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.

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