Content Rules

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 toAttract? 21
Chapter 4 Who Are You? 31
Chapter 5 Reimagine; Don't Recycle: Anatomy of a ContentCircle 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 AreLooking 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 Mostof Them Suck? 155
Chapter 13 What's the Difference between an E-book and aWhite Paper? (And When Should You Use Them?) 171
Chapter 14 The Single Biggest Secret to Creating a CompellingCustomer 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 IDEASYOU 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