Five-Star Books: Content Rules by Ann Handley and C.C. Chapman

Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business 
by Ann Handley and C.C. Chapman

If you are a content creator, use Content Rules to break through writer’s block. If you are a content manager, use the book to elevate the quality and impact of the output. Regardless of your level in the organization and your responsibilities, you will use this book to guide your work everyday, so keep it open on your desk, not closed on your credenza. Check your work with the tools and standards provided by the expert authors, and buy a copy for each member of your team.

The Gist

If you are not already convinced, get with it. A fundamental part of marketing today is publishing content that connects with customers and prospects. Whether you market B2C or B2B, you need great content to...

• Be discovered
• Educate buyers
• Overcome objections
• Become part of the purchase consideration set
• Build a fan base to help spread your value proposition to additional shoppers

Nearly all customers research options before they buy anything, from a weekly repeat purchase to an once-in-a-lifetime decision. And with new digital media—"earned" or purchased for creation and distribution—it is much cheaper now to be a publisher of content than it was just five years ago.

Of course, becoming great at the craft is not easy. But now you have an instruction manual and map: Content Rules.

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