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"Content Rules," by Ann Handley and C.C. Chapman (2012), is a must-read for every marketer. This book breaks down what marketers really need to make of their content, because content is king!
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By Marta Adamiec
Overview
• Definition of “Content”• 10 Rules of Content • Real-world examples • What now?
Content
A broad term that refers to anything created and uploaded to a website: the words, images, tools, and other things that reside there.
Rule #1
Embrace being a publisher.
Rule #1: Shauna: Celiac survivor, now writer.
Rule #2
Insight inspires originality.
Rule #3
Build momentum.
#51 blog, Technorati.com
Rule #5: Google – Content that compels
Rule #4Speak human.
https://www.youtube.com/watch?v=nM5DdiqJ48o
Rule #5
Re-imagine, don’t recycle.
Rule #5: Apple – ever seen the same ad?
Rule #6
Share or solve; don’t shill.
Rule #6: LinkedIn – Value
Rule #7
Show, don’t just tell.
Rule #7: Southwest – Client Narratives
Rule #7: Southwest – True Story
Rule #8
Do something unexpected.
http://www.youtube.com/watch?v=1Y_wJR1I-9s
Rule #9Stoke the campfire.
MyStarbucksIdea.force.com
Rule #9: Starbucks – Interaction
Rule #9: Starbucks – Ignite conversation in social sphere
Rule #10
Create wings and roots.
Rule #10: Dr. Steve Greene
Rule #10: Dr. Steve Greene No wonder Dr. Greene aspires to be a worm
farmer….
…. worms help roots so there can be
more platforms for wings to fly…
What Now?
What Now?
What Now?
Wise men store up knowledge, But with the mouth of the foolish, ruin is at hand.
-Proverbs 10:14
Recap• Definition of “Content”• 10 Rules of Content • Real-world examples • What now?