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Content Rules

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Table of Contents

Foreword by David Meerman Scott. Acknowledgments. Big Fat Overview (Sometimes Called an Introduction). PART ONE: THE CONTENT RULES. Chapter 1 The Case for Content. Chapter 2 The Content Rules. Chapter 3 Insight Inspires Originality: Who Do You Want to Attract? Chapter 4 Who Are You? Chapter 5 Reimagine; Don't Recycle: Anatomy of a Content Circle of Life. Chapter 6 Share or Solve; Don't Shill. Chapter 7 Stoke the Campfire. Chapter 8 Create Wings and Roots. Chapter 9 The Care and Feeding of Fans. Chapter 10 Attention B2B Companies: This Is the Chapter You Are Looking For. PART TWO: THE HOW-TO SECTION. Chapter 11 A Blog as a Hub of Your Online Content. Chapter 12 If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? Chapter 13 What's the Difference between an Ebook and a White Paper? (And When Should You Use Them?). Chapter 14 The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study). Chapter 15 From Dumpy to Sexy: A FAQs Makeover. Chapter 16 Video: Show Me a Story. Chapter 17 Podcasting: Is This Thing On? Chapter 18 Photographs: The Power of Pictures. PART THREE: CONTENT THAT CONVERTS: SUCCESS STORIES (WITH IDEAS YOU CAN STEAL!). Chapter 19 Reynolds Golf Academy: Greensboro, Georgia. Chapter 20 The Cool Beans Group: Greensboro, North Carolina. Chapter 21 U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia. Chapter 22 AskPatty.com, Inc.: Thousand Oaks, California. Chapter 23 Kadient: Lowell, Massachusetts. Chapter 24 HubSpot: Cambridge, Massachusetts. Chapter 25 Kodak: Rochester, New York. Chapter 26 Boeing Company: Chicago, Illinois. Chapter 27 Indium Corporation: Clinton, New York. Chapter 28 PinkStinks: London, England. PART FOUR: THIS ISN'T GOODBYE. Chapter 29 This Isn't Goodbye, and a Gift for You. Index.

About the Author

Ann Handley (annhandley.com) is the Chief Content Officer of Marketing Profs, a rich and trusted resource that offers actionable know-how to its 365,000 subscribers. As a thought leader and writer with a passion for good content, she writes and blogs extensively about online business, marketing, and sometimes just life. C.C. Chapman (cc-chapman.com) is a media creator, entrepreneur, and online marketing expert. He recently launched DigitalDads.com-a site where a dad can be a guy-to serve as a cornerstone of the online parenting space.

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