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
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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)
Sample text
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.