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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media) 1st Edition

by Ann Handley (Author), C. C. Chapman (Author), David Meerman Scott (Foreword)

398 ratings

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Blogs, YouTube, Facebook, Twitter, and other publishing platforms are giving everyone a "voice," including organizations and their customers. So how do you create the bold stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business?

Content Rules equips you for online success with a one-stop source on the art and science of developing marketing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online-and using them to establish credibility and build a loyal customer base.

Learn the art of storytelling and the science of journalism
Find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others
Leverage social media and social tools to get your content and ideas distributed as widely as possible
Written by the Chief Content Officers of marketingprofs.com

Boost your online presence and engage with customers and prospects like never before with Content Rules.

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From the Back Cover

To market your business, reach new customers, and create long-lasting loyalty, you need one indispensable element: CONTENT.

Whether it's bite-sized tweets that allow you to forge relationships on Twitter, blog posts that give your readers must-have advice, ebooks or white papers that engage (and don't bore), videos that share the human side of your company, interactive webinars that deliver a valuable learning experience, or podcasts that can be downloaded and listened to on the fly (and more!) . . . now more than ever, content rules!

Today, you have an unprecedented opportunity to create a treasury of free, easy-to-use, almost infinitely customizable content that tells the story of your product and your business, and positions you as an expert people will want to do business with.

Ann Handley and C.C. Chapman, business writers, speakers, and marketing thought leaders for clients such as The Coca-Cola Company, HBO, and Verizon Fios, show you how to leverage all of today's tools to create content that truly speaks to your audience. They'll show you how to:

Understand why you are generating content getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy
- Explore ways to integrate searchable words into your content without sounding forced (or sounding like "Frankenspeak")
  - Write in a way that powerfully communicates your service, product, or message across various Web mediums
    Create a publishing schedule that allows you to create different kinds and types of content at once
    Offering examples of businesses using content effectively across a wide range of industries and fascinating explanations of how you might approach your own content strategy, Content Rules is the essential field guide to creating your story, finding the right balance of humor and humanity in your content, and building a portfolio of value that will keep delivering for the long haul.

About the Author

Ann Handley (annhandley.com) is the Chief Content Officer of Marketing Profs, a rich and trusted resource that offers actionable know-how to its 365,000 subscribers. As a thought leader and writer with a passion for good content, she writes and blogs extensively about online business, marketing, and sometimes just life.

C.C. Chapman (cc-chapman.com) is a media creator, entrepreneur, and online marketing expert. He recently launched DigitalDads.coma site where a dad can be a guyto serve as a cornerstone of the online parenting space.

Product details

ASIN ‏ : ‎ 0470648287
Publisher ‏ : ‎ John Wiley & Sons Inc
Publication date ‏ : ‎ January 1, 2010
Edition ‏ : ‎ 1st
Language ‏ : ‎ English
Print length ‏ : ‎ 282 pages
ISBN-10 ‏ : ‎ 9780470648285
ISBN-13 ‏ : ‎ 978-0470648285
Item Weight ‏ : ‎ 1.06 pounds
Dimensions ‏ : ‎ 6.25 x 1 x 9.25 inches

Best Sellers Rank: #4,896,122 in Books (See Top 100 in Books)
- #42 in Podcasts & Webcasts
- #161 in Web Marketing (Books)
- #363 in E-Commerce (Books)

Customer Reviews:
398 ratings

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C.C. Chapman
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C.C. Chapman was born in the Upper Valley of New Hampshire and is a modern day renaissance man. He is a passionate content creator, photographer, father and entrepreneur. His business experience has won awards and he has worked with a variety of clients including American Eagle Outfitters, HBO and The Coca-Cola Company.
C.C. is a keynote speaker who has entertained and educated crowds around the world. His web series Passion Hit TV profiles people who have taken their dreams and turned them into a livelihood. C.C. is also the founder of DigitalDads.com and the host of the Managing the Gray Podcast.
C.C. lives in the woods outside of Boston with his loving family.
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Ann Handley
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Ann Handley speaks and writes about how you can rethink the way your business markets.
Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) The book has been translated into nine languages, including Turkish, Chinese, Japanese, Korean, Italian, Portuguese.
Her new book is Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. She currently has more than 250,000 followers on Twitter and writes about content, marketing and life at the highly entertaining AnnHandley.com.
A pioneer in digital marketing, Ann is the co-founder of ClickZ.com, which was one of the first sources of interactive marketing news and commentary. She started her career as a business journalist and editor.
Ann is based in Boston, Massachusetts.
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Customer reviews

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Customers find this book to be a great introduction to content creation, with simple language and structure that makes it an easy read. They appreciate its clear organization and how-to sections, and one customer highlights its 12-point checklist for developing good content. Customers find the book entertaining and effective, with one review noting its strong case for videos and podcasts. They value the book's approach to audience engagement, with one review specifically mentioning its advice for interacting wisely with customers.

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Content quality Ease of reading Humor Podcasting Pacing Audience Effectiveness Organization

77 customers mention "Content quality"77 positive0 negative

Customers praise the book's content quality, finding it an effective and accessible guide to creating great content, with one customer highlighting its 12-point checklist for developing good content.

"...The last piece of the book is a 12-point checklist to developing good content. It is a smooth and enjoyable read. My next step is to implement." Read more

"...Videos, EBooks, Webinars, (and More) that Engage Customers and Ignite Your Business published by Wiley distinguishes itself as noted by the numerous..." Read more

"...A terrific business-to-business (B2B) chapter with an emphasis on listening to and analyzing your target audiences and building customer personas...." Read more

"...But the final chapters of Content Rules provide real examples of how everyone from the U.S. Army to Kodak were able to use content to improve web..." Read more

32 customers mention "Ease of reading"30 positive2 negative

Customers find the book easy to read, appreciating its simple language and structure, user-friendly voice, and straightforward format.

"...Most of the rest of the how-to section is good, especially areas where the authors shine: ebooks and case studies...." Read more

"...Best of all, it simplifies how to create and distribute useful content if you're not web-savvy...." Read more

"...Tone The tone of the book is very conversational, just as the author's suggest online content should be, in order to maintain your reader..." Read more

"...In fact, most of the book is useful: it lays out in simple terms the different ways to produce good content without being prescriptive or preachy...." Read more

10 customers mention "Humor"10 positive0 negative

Customers find the book entertaining and engaging, with one noting it's done in a playful manner.

"...The book expounds on 11 basic content rules in a fashion that is fun, engaging and knowledgeable...." Read more

"...There's a touch of humor in the tone, also, that prevents it from becoming overly preachy or intense. Conclusion..." Read more

"...With that said, I highly recommend this book. It is a fun, relatively quick read. We just ordered several copies for our staff...." Read more

"...I have never met Ann, but her writing is outstanding, quick concise and funny...." Read more

7 customers mention "Podcasting"7 positive0 negative

Customers appreciate the book's coverage of podcasting and webinars, with one customer highlighting how content can be used for both education and entertainment.

"...Content Rules: How to Create Killer Blogs, Podcasts, Videos, EBooks, Webinars, (and More) that Engage Customers and Ignite Your Business published..." Read more

"...But the authors immediately rescue the how-to section with a great chapter on Webinars...." Read more

"...You will learn how to create effective blog posts, useful podcasts, captivating customer success stories, and helpful videos...." Read more

"Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) That Engage Customers and Ignite Your Business...." Read more

6 customers mention "Pacing"6 positive0 negative

Customers find the pacing of the book solid, with one customer highlighting its strong case for videos and podcasts.

"...This book is a solid resource for building a strong three-legged stool for social media optimization: search, social and content...." Read more

"...be your be-all when it comest to content, but it's more than a solid foundation...." Read more

"...It also makes a strong case for videos and podcasts (which I've been avoiding) but now I'm shopping for a camcorder...." Read more

"...I'm glad it's a hardback, so it can stand up to the use I'm giving it." Read more

5 customers mention "Audience"5 positive0 negative

Customers appreciate the book's approach to audience engagement, with one review highlighting how it helps maintain an engaged customer base, while another notes its value for businesses using the Internet.

"...their own voice online, craft their message, and solve problems for their online customers...." Read more

"...(B2B) chapter with an emphasis on listening to and analyzing your target audiences and building customer personas...." Read more

"...the importance of content in terms of achieving and maintaining an engaged customer base, of creating a consistent brand, and of using these..." Read more

"...helpful rather than shilling your wares, and advice for interacting wisely with your audience...." Read more

4 customers mention "Effectiveness"4 positive0 negative

Customers find the book effective, with one mentioning it works for any business.

"...It does a wonderful job of making one really understand "content" in a myriad of different forms, blogging, ebooks, video, white papers, etc...." Read more

"...Rules is one of those timeless content marketing books that works for any business (I actually just bought a copy for my church)...." Read more

"...Excellent product it works very good" Read more

"Very good summary of content marketing and how to do it effectively...." Read more

4 customers mention "Organization"4 positive0 negative

Customers appreciate the book's clear organization and how-to section.

"...The book is divided into three parts: the rules, the how-to section, and the success stories (case studies with info you can steal)...." Read more

"...Crisply written, clearly organized, and well-researched with strong supporting examples, Content Rules is one of the meatiest books I've read on..." Read more

"...chapters are divided into three sections: The Content Rules, The How To Section, and Content that Converts: Success Stories..." Read more

"...The organization is perfect. What I especially found useful were the case studies at the end...." Read more

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CK Syme
Excellent guide to mastering content marketing
Reviewed in the United States on August 30, 2011
Verified Purchase

I've determined to read my way through "The New Rules of Social Media" series from Wiley, ignited by David Meerman Scott. The series includes Social Media Metrics by Jim Sterne, Inbound Marketing by Brian Halligan and Dharmesh Sha, Get Seen by Steve Garfield and Beyond Viral by Kevin Nalty. The series was kicked off by Scott's New Rules of Marketing and PR.

The third book I've tackled in the series is Content Rules by Ann Handley and C.C. Chapman. Hanldey is Chief Content Officer at Marketing Profs and Chapman is founder of Digital Dads. Both have more than enough experience and pedigree to back up their writing. There's a quote in the introduction that is the essence of content marketing: "Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminate your message for you."

This book is a solid resource for building a strong three-legged stool for social media optimization: search, social and content. I first ran across the three-legged stool idea from Jay Baer, and it's has changed the way I train businesses and organizations to do social. When online marketing first came along, I focused on teaching people to integrate social into their traditional marketing plans. Now, I've learned that the need is not just in social integration, it's in social optimization. It's in measurement; it's in SEO; it's in good content; it's in inbound traffic. It's in much more than just learning how to put a Facebook page together. This book helps build that content leg.

What good is great SEO if your content sucks? People can find you, but they won't stick around if there isn't a good reason to. What good is a social media outpost if the content isn't good enough to facilitate an action like sharing or donating or purchasing? While SEO experts scream about meta tags and titles and headers and keywords, they sometimes miss the whole picture of search-boosting by social sharing. That's where good content enters the picture.
The book expounds on 11 basic content rules in a fashion that is fun, engaging and knowledgeable. Even though the material is process-oriented, it is backed by successful case studies and experiences of both authors. I think I can honestly say that if you followed their "formula," you can achieve content success. But one thing is for sure, it takes calculated work--it just doesn't happen. Good content is a commitment.

Generating great content doesn't turn everyone's crank, as the #1 rule emphasizes," embrace being a publisher." But, it can be achieved by anyone who wants to do the work. If you don't like to blog, produce videos, podcasts, and other kinds of content, you better find somebody who does...and will. One of my favorite chapters in the book is on re-imagining--taking stuff you've already done and putting it into different formats or presentations.

The book is divided into three parts: the rules, the how-to section, and the success stories (case studies with info you can steal). The last piece of the book is a 12-point checklist to developing good content. It is a smooth and enjoyable read. My next step is to implement.

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Ron Hunter
Following their own rules in Content Rules
Reviewed in the United States on February 23, 2013
Verified Purchase
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)

In the midst of mediocrity, Content Rules really does rule their genre. Authors Ann Handley and C. C. Chapman provide relevant content for businesses reaching for the next level of online connections. You do not need a pocket protector to read Content Rules. Like their advice, Handley and Chapman speak in human "non-techy" terms describing how business can reimagine their message online to attract more readers. The authors combine proven foundation of marketing principles and layer creative communication to help businesses find their own voice and cut through all the digital clutter.

Businesses serve a more intelligent set of consumers and clients today. People today Google questions, Yelp dinning options, and read comments posted about businesses. Yes, consumers are savvier and reaching them requires more than cute ads and competitive prices. Social media serves as the primary road map for consumers. Handley and Chapman helps your business get on this digital map with road signs pointing customers your way.

Content Rules: How to Create Killer Blogs, Podcasts, Videos, EBooks, Webinars, (and More) that Engage Customers and Ignite Your Business published by Wiley distinguishes itself as noted by the numerous positive reviews. The table of contents guides the reader to find their own voice online, craft their message, and solve problems for their online customers. Sharing "how to" content helps build trust with customers and helps them see your content as a resource rather than a sales pitch. Handley and Chapmen bring back the classic advice of E. B. White's and Strunk's Elements of Style with a list of guidelines every writer (marketer) should memorize. Marketers often butcher language with too many adjectives or adverbs or worse overuse buzzwords.

Content Rules reminds the reader of foundational issues, intermediate steps and advanced techniques that helps new comers and socially savvy businesses as well. The book is filled with lists and recommendations. The authors point toward third party venders that help business solve key issues. Handley and Chapman help businesses shape specific goals to determine if online efforts are attaining the desired affect. The authors lay the foundation by showing why certain types of on line content is more valuable than others, describe how businesses can develop the content to gain a significant online presence, and share some case studies to help spark or shape ideas.

Make no mistake, what Handley and Chapman propose requires significant effort and labor hours. They help you mine content from places you may not have considered. The book clearly gives numerous ways to turn your customer service knowledge into valuable web content. Handling all aspects of a business's online presence will require a dedicated person and at least ten percent of workers' time that provide content. The authors follow their own rules as they write a creative message setting this book up as the "go-to" source. There are some books you read and share with the team, but the whole team should read Content Rules or the collaborative messaging effort will fall short.

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Louise Barnes-Johnston
A 'must-read' for marketers
Reviewed in the United Kingdom on February 18, 2012
Verified Purchase

The subtitle says it all: "How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business"

This book is divided into four parts, entitled:

`The Content Rules'
`The How-To Section'
`Content that Converts: Success Stories'
`This Isn't Goodbye'

Part One explains what content is and why you should need to create it. There are 10 chapters in Part One that essentially set out the Content Rules, with headings that include: Reimagine; Don't Recycle: Anatomy of a Content Circle of Life, Share or Solve; Don't Shill, and the intriguingly titled: Attention B2B Companies: This is the Chapter You Are Looking For.

Part Two has 8 packed chapters with step by step instructions on how to create content. Included are Blogs, Webinars, EBook & White Paper, Using Case Studies, FAQs, Videos, Podcasting and Photographs. This is gold for anyone wanting to get started creating their own content.

In Part Three, there are 10 concise chapters, each one a case study, which the authors prefer to call Success Stories, and all have `Ideas You Can Steal'.

Part Four contains just one short chapter inviting connection online & also linking to a couple of bonus downloads!

I found this book extremely helpful (my copy is full of colourful sticky bookmarks for reference)and happily recommend it to anyone who needs to know how create content and use it as a way of marketing their business (large or small). It certainly isn't a stuffy textbook and is written in a humorous and conversation style. It's choc full of great tips, explanatory screenshots and diagrams.

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KDG_M
Qualitativ hochwertiger Lesestoff über Marketing-Profs
Reviewed in Germany on June 1, 2013
Verified Purchase
Das Buch führt uns Marketing-Profs in die Welt des Erzählens über Inhalte, die eher als trocken und langweilig angesehen werden. Wir erfahren, wie wir Marketing interessanter gestalten können und gerade deshalb mehr Geschäft generieren können. Das Buch macht dem Leser bewusst, wie wertvoll guter Content für das Marketing ist und wie er publiziert werden sollte.

Klaus Grote
KDG Management GmbH

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Stefania Cotrone
Fantastic book!
Reviewed in Australia on April 12, 2024
Verified Purchase
This book is a must-read for anyone wanting to master content marketing. Information is evergreen and very easy to follow.

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Amazon Customer
A must read with Ann Handley's Everybody Writes!
Reviewed in Canada on January 18, 2020
Verified Purchase
This book is great for developing content for social media! The tone of voice this book is written in is very fun. Theories are explained in a way that is casual but informative to the reader.

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Felipe C Oliveira
Terrific Book
Reviewed in Brazil on August 21, 2023
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The book is terrific and very interesting. After read, we started to see people in different way!

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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media) 1st Edition

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Top reviews from the United States

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5.0 out of 5 stars Excellent guide to mastering content marketing

5.0 out of 5 stars Following their own rules in Content Rules

Top reviews from other countries

5.0 out of 5 stars A 'must-read' for marketers

5.0 out of 5 stars Qualitativ hochwertiger Lesestoff über Marketing-Profs

5.0 out of 5 stars Fantastic book!

5.0 out of 5 stars A must read with Ann Handley's Everybody Writes!

5.0 out of 5 stars Terrific Book

Excellent guide to mastering content marketing

Following their own rules in Content Rules

A 'must-read' for marketers

Qualitativ hochwertiger Lesestoff über Marketing-Profs

Fantastic book!

A must read with Ann Handley's Everybody Writes!

Terrific Book