Cambridge Business Association
Content Rules
Book

Content Rules

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)

Ann Handley and C.C. Chapman
Wiley, 2010
First Edition: 2010
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Recommendation

On the Internet, a brand new start-up, even a one-person shop, can compete directly and quite favorably with the biggest Fortune 100 companies – as long it offers superior online content. Today, consumers find the products and services they want by using search engines. Your goal is to create engaging, compelling, and memorable content – blogs, videos, podcasts, and websites – that people like, link to, and pass on to others. This can help your material show up on the first page of search engine results – even ahead of material from huge corporations. Internet content expert Ann Handley and online marketing expert C.C. Chapman use helpful guidelines and detailed case studies to teach you how to plan, create, and publish online content that will engage your prospects. getAbstract recommends this straightforward, informed explanation of what makes online content great, how to produce it and where to publish it in cyberspace.

Summary

Selling Online with Expertise and Humor

As the new director of instruction at Reynolds Golf Academy in Greensboro, Georgia, golf pro Charlie King badly needed to bring in golfing students, but he had a very limited marketing budget. Informed and “inspired” by David Meerman Scott’s New Rules of Marketing & PR, King turned to the web to build his clientele by showcasing the Academy with quality online content that would attract golfers who wanted to strengthen their games. He presented useful golfing tips and explained that golf is not as difficult as it may seem. King believed that his expertise and humor would draw golfers to his online activities and thus, eventually, to the school.

In February 2008, King launched his blog, “New Rules of Golf Instruction,” offering free lessons via blog posts and videos. In March 2009, he published an ebook, New Rules of Golf Instruction, as a free download from his blog and Reynolds’ website. Golf magazine’s website ran an ad-libbed video featuring King teaching a satirical lesson showing angry golfers “The Proper Way to Throw a Club” into the water. The video went viral; at 1.8 million viewers and ...

About the Authors

Online content expert Ann Handley is the chief content officer of MarketingProfs, which serves 365,000 subscribers. Web marketing expert C.C. Chapman is the proprietor of DigitalDads.com.

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