[eBook Code] Content Rules (eBook Code, 2nd)

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