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Content rules : how to create killer blogs, podcasts, videos, e-books, webinars
Handley, Ann
Adult Nonfiction HF5415.1265 .H3577 2012

Comments  Summary  Contents  Author Notes

ContentsPage
Forewordp. xi
Acknowledgmentsp. xv
Big Fat Overview (Sometimes Called an Introduction)p. xvii
Part 1 - The Content Rulesp. 1
Chapter 1 - The Case for Contentp. 3
Chapter 2 - The Content Rulesp. 13
Chapter 3 - Insight Inspires Originality: Who Do You Want to Attract?p. 21
Chapter 4 - Who Are You?p. 31
Chapter 5 - Reimagine; Don't Recycle: Anatomy of a Content Circle of Lifep. 55
Chapter 6 - Share or Solve; Don't Shillp. 69
Chapter 7 - Stoke the Campfirep. 95
Chapter 8 - Create Wings and Rootsp. 101
Chapter 9 - The Care and Feeding of Fansp. 115
Chapter 10 - Attention B2B Companies: This Is the Chapter You Are Looking Forp. 121
Part 2 - The How-To Sectionp. 141
Chapter 11 - A Blog as a Hub of Your Online Contentp. 143
Chapter 12 - If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck?p. 155
Chapter 13 - What's the Difference between an E-book and a White Paper? (And When Should You Use Them?)p. 171
Chapter 14 - The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study)p. 183
Chapter 15 - From Dumpy to Sexy: An FAQs Makeoverp. 189
Chapter 16 - Video: Show Me a Storyp. 197
Chapter 17 - Podcasting: Is This Thing On?p. 207
Chapter 18 - Photographs: The Power of Picturesp. 211
Part 3 - Content That Converts: Success Stories (With Ideas You Can Steal!)p. 219
Chapter 19 - Reynolds Golf Academy: Greensboro, Georgiap. 221
Chapter 20 - The Cool Beans Group: Greensboro, North Carolinap. 227
Chapter 21 - U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginiap. 231
Chapter 22 - AskPatty.com, Inc.: Thousand Oaks, Californiap. 235
Chapter 23 - Qvidian: Lowell, Massachusettsp. 239
Chapter 24 - HubSpot: Cambridge, Massachusettsp. 243
Chapter 25 - Kodak: Rochester, New Yorkp. 251
Chapter 26 - Boeing Company: Chicago, Illinoisp. 257
Chapter 27 - Indium Corporation: Clinton, New Yorkp. 263
Chapter 28 - PinkStinks: London, Englandp. 267
Part 4 - This Isn't Goodbyep. 271
Chapter 29 - This Isn't Goodbye, and a Gift for Youp. 273
About the Illustrator: Sean Tubridyp. 275
Indexp. 277


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