Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Paperback, Revised, Update)

Foreword xi

Acknowledgments xv

Big Fat Overview (Sometimes Called an Introduction) xvii

PART ONE THE CONTENT RULES 1

Chapter 1 The Case for Content 3

Chapter 2 The Content Rules 13

Chapter 3 Insight Inspires Originality: Who Do You Want to Attract? 21

Chapter 4 Who Are You? 31

Chapter 5 Reimagine; Don’t Recycle: Anatomy of a Content Circle of Life 55

Chapter 6 Share or Solve; Don’t Shill 69

Chapter 7 Stoke the Campfire 95

Chapter 8 Create Wings and Roots 101

Chapter 9 The Care and Feeding of Fans 115

Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For 121

PART TWO THE HOW-TO SECTION 141

Chapter 11 A Blog as a Hub of Your Online Content 143

Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? 155

Chapter 13 What’s the Difference between an E-book and a White Paper? (And When Should You Use Them?) 171

Chapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study) 183

Chapter 15 From Dumpy to Sexy: An FAQs Makeover 189

Chapter 16 Video: Show Me a Story 197

Chapter 17 Podcasting: Is This Thing On? 207

Chapter 18 Photographs: The Power of Pictures 211

PART THREE CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEAS YOU CAN STEAL!) 219

Chapter 19 Reynolds Golf Academy: 221

Greensboro, Georgia

Chapter 20 The Cool Beans Group: 227

Greensboro, North Carolina

Chapter 21 U.S. Army: Fort Knox, Kentucky; 231

Fort Monroe, Virginia

Chapter 22 AskPatty.com, Inc.: Thousand 235

Oaks, California

Chapter 23 Qvidian: Lowell, Massachusetts 239

Chapter 24 HubSpot: Cambridge, Massachusetts 243

Chapter 25 Kodak: Rochester, New York 251

Chapter 26 Boeing Company: Chicago, Illinois 257

Chapter 27 Indium Corporation: Clinton, New York 263

Chapter 28 PinkStinks: London, England 267

PART FOUR THIS ISN’T GOODBYE 271

Chapter 29 This Isn’t Goodbye, and a Gift for You 273

About the Illustrator: Sean Tubridy 275

Index 277