By Ann Handley, C. C. Chapman
The advisor to making attractive websites and development a faithful following, revised and updated
Blogs, YouTube, fb, Twitter, Google+, and different systems are giving all people a "voice," together with organisations and their consumers. So how do you create the tales, movies, and web publication posts that domesticate enthusiasts, arouse ardour to your services or products, and ignite what you are promoting? Content Rules equips you for on-line luck as a one-stop resource at the paintings and technological know-how of constructing content material that individuals care approximately. This assurance is interwoven with case stories of businesses effectively spreading their principles online—and utilizing them to set up credibility and construct a faithful client base.
• locate an genuine "voice" and craft daring content material that would resonate with customers and dealers and inspire them to percentage it with others
• Leverage social media and social instruments to get your content material and concepts dispensed as commonly as possible
• comprehend why you're producing content—getting to the beef of your message in functional, common sense language, and defining the targets of your content material strategy
• Write in a fashion that powerfully communicates your carrier, product, or message throughout a number of internet mediums
Boost your on-line presence and have interaction with clients and clients like by no means sooner than with Content Rules.
Note: it is a no longer an outstanding PDF. it seems that to were made through buggy conversion or printing to a PDF. It's suffering from HTML entities (like "'") and the desk of contents doesn't paintings. i attempted so as to add bookmarks utilizing Nitro professional and it stored crashing on me -- that's how undesirable of a conversion this can be. however the content material is all there, even the thoroughly dead (non-clickable, page-number unfastened) index.
Read Online or Download Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (The New Rules Social Media) PDF
Similar marketing books
Auf der foundation interdisziplinärer Erkenntnisse wird ein einheitlicher Begriffsrahmen und ein Steuerungsmodell für das Kommunikationsmanagement entwickelt. Daran anschließend stellen führende Autoren des Gebietes wichtige Teilbereiche und Aufgabenstellungen der Unternehmenskommunikation vor. Ziel ist eine Zusammenführung wichtiger Positionen zum Thema Kommunikationsmanagement, die die Marketingsicht, die kommunikationswissenschaftliche PR-Sicht sowie neue Ansätze eines Stakeholder Managements einschließt.
The idea that of promoting and coping with relationships with consumers and different curiosity teams is on the center of selling at the present time. within the educational global, the subject is roofed in certain matters published by way of a number of journals (e. g. magazine of the Academy of selling technological know-how, magazine of Strategic advertising, Psychology & Marketing), and meetings and convention classes usually talk about the benefits of the process.
Über den Erfolg eines Produkts entscheiden die Käufer – und der verantwortliche Produktmanager. Dieser kämpft dabei an mehreren Fronten: Er muss mit sinkenden Budgets immer mehr Produkte in immer kürzerer Zeit einführen und betreuen. Gleichzeitig muss er eine Fülle von Anforderungen aus den internen Abteilungen koordinieren.
Der persönliche Verkauf kann mehr als "nur" verkaufen: Er kommuniziert darüber hinaus die unternehmerischen (Mehr-)Werte und schafft eine differenzierende Positionierung in den Köpfen der Kunden. Lars Binckebanck zeigt, dass von den Instrumenten des Marketing-Mix der persönliche Verkauf den Markenwert im B2B-Geschäft am stärksten beeinflusst, und identifiziert unterschiedliche Verkaufsstile, die mit spezifischen Markenwirkungen einhergehen.
- New Rules for Global Markets: Public and Private Governance in the World Economy
- Agile Marketing
- Brands and Branding (1st Edition) (The Economist)
- Record Label Marketing
- How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit
- Faszination: Marketing im Wechselbad der Gefühle
Extra resources for Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (The New Rules Social Media)
All of the pages of your web site, then, are content: the home page, the About Us page, the Frequently Asked Questions (FAQ) page, the product information pages. and so on. All of the things you create as part of those pages or as part of your marketing-your videos. blogs, photographs, webinars, white papers, ebooks, podcasts, and so on-are content, too. � Obviously, you don't have to publish through all of those channels to have a noticeable online presence. As you'll see with the companies we profile, your online content can take countless forms, depending on various factors: the needs and preferences of your audience, your goals, your company's expertise and brand, as well as available time, talent, and budget.
Take inventory of what you're already publishing and what you've already published. Leave no stone untumed: look at your online and old-school brochures, your print and online newsletters, news releases, bulletins, digital assets, VHS tapes, one-time customer communiques, and so on. What do you already have that you might repurpose or, as we talk about in Chapter 5, reimagine? Are you freaking out at such big questions? Don't. Asking these hard questions may not be easy or as much fun as creating stuff, but it's an important and useful exercise that will pay off.
Know who you are talking to. . As explained in Chapter 3, your content-and all of your marketing, really-is the start of a relationship with your customers, right? So who are you talking to? Who are you trying to attract? You'11 want to broadly identify the types of buyers you want to reach. Marketers call that process developing buyer personas for the stuff you sell. A buyer persona essentially represents a type of buyer you think will be interested in your product or service, and the idea behind creating buyer personas is to understand customers' specific wants and needs.