Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Business
by Ann Handley
When we say to be authentic, we mean you should make it clear that your stuff has the stamp of an actual person or actual people, and that person or those people have the qualities (a point of view, a personality, a sense of enthusiasm for the subject, and suitability to your audience) that make for a compelling approach to content as a solid foundation for the start of your relationship with your audience. Specifically, creating content as a cornerstone of your marketing can: Attract customers. Educate your buyers about a purchase they are considering. Overcome resistance or address objections. Establish your credibility, trust, and authority in your industry. Tell your story. Build buzz via social networks. Build a base of fans and inspire customers to love you. Inspire impulse buys.
Specifically, creating content as a cornerstone of your marketing can: Attract customers. Educate your buyers about a purchase they are considering. Overcome resistance or address objections. Establish your credibility, trust, and authority in your industry. Tell your story. Build buzz via social networks. Build a base of fans and inspire customers to love you. Inspire impulse buys.
“I've heard the argument that ‘lorem ipsum’ is effective in wire-framing or design because it helps people focus on the actual layout, or color scheme, or whatever,” says Kristina Halvorson, author of Content Strategy for the Web (New Riders, 2010). “What kills me here is that we're talking about creating a user experience that will (whether we like it or not) be driven by words.
Blogging Guidelines Before you start down the blogging path, consider the following 12 guidelines: 1. Define your purpose. Set a reliable schedule. Move beyond the written word. Size matters. Learn how to write killer headlines. Design is important. Create momentum. Consider comment moderation. Categorize and tag everything. Write the way you speak. Don't overthink.
Your job is to generate new ideas and pull compelling stories out of your own organization. And by stories, we don't mean yarns or fairytales; we mean how your business (or its products or services) exist in the real world: how people use your products, how they add value to people's lives, ease their troubles, help shoulder their burdens, and meet their needs.
Your organization is struggling to differentiate in a crowded market. To succeed, you need to forge a separate and unique identity and create an enduring and memorable brand. And you need to create interesting stuff to be shared through social channels like LinkedIn, Twitter, or Facebook. In short, you have to stop sounding like everyone else.
"When we say to be authentic, we mean you should make it clear that your stuff has the stamp of an actual person or actual people, and that person or those people have the qualities (a point of view, a personality, a sense of enthusiasm for the subject, and suitability to your audience) that make for a compelling approach to content as a solid foundation for the start of your relationship with your audience."
"Specifically, creating content as a cornerstone of your marketing can: Attract customers. Educate your buyers about a purchase they are considering. Overcome resistance or address objections. Establish your credibility, trust, and authority in your industry. Tell your story. Build buzz via social networks. Build a base of fans and inspire customers to love you. Inspire impulse buys."
"“I've heard the argument that ‘lorem ipsum’ is effective in wire-framing or design because it helps people focus on the actual layout, or color scheme, or whatever,” says Kristina Halvorson, author of Content Strategy for the Web (New Riders, 2010). “What kills me here is that we're talking about creating a user experience that will (whether we like it or not) be driven by words."
"Blogging Guidelines Before you start down the blogging path, consider the following 12 guidelines: 1. Define your purpose. Set a reliable schedule. Move beyond the written word. Size matters. Learn how to write killer headlines. Design is important. Create momentum. Consider comment moderation. Categorize and tag everything. Write the way you speak. Don't overthink."
"Your job is to generate new ideas and pull compelling stories out of your own organization. And by stories, we don't mean yarns or fairytales; we mean how your business (or its products or services) exist in the real world: how people use your products, how they add value to people's lives, ease their troubles, help shoulder their burdens, and meet their needs."
"Your organization is struggling to differentiate in a crowded market. To succeed, you need to forge a separate and unique identity and create an enduring and memorable brand. And you need to create interesting stuff to be shared through social channels like LinkedIn, Twitter, or Facebook. In short, you have to stop sounding like everyone else."
"But this book maintains a specific focus on how to create content for marketing: creating and sharing relevant, valuable information that attracts people to you and creates trust, credibility, and authority (among other things) for your business and that ultimately converts visitors and browsers into buyers."
- →Your organization is struggling to differentiate in a crowded market. To succeed, you need to forge a separate and unique identity and create an enduring and memorable brand. And you need to create interesting stuff to be shared through social channels like LinkedIn, Twitter, or Facebook. In short, you have to stop sounding like everyone else.
- →But this book maintains a specific focus on how to create content for marketing: creating and sharing relevant, valuable information that attracts people to you and creates trust, credibility, and authority (among other things) for your business and that ultimately converts visitors and browsers into buyers.
- →Chances are, you want to produce your online content to meet one of the following four objectives: 1. To attract new customers 2. To raise awareness about your company and create buzz about it 3. To share more information about your company online to make it easier for people to find you 4.
- →Personality is particularly critical in the age of social media, which “requires focusing less on marketing your products and benefits, and more on understanding how to use the personality behind your brand to build a relationship with your customers,”
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