Content Rules

Content Rules

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Handley, Ann | Chapman, C C. John Wiley and Sons, Inc., 2012 Audio summary available
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IN THIS SUMMARY

Today's online platforms give organizations powerful and low-cost ways to connect with their customers and create awareness of their offerings. In fact, as people rely increasingly on web-based information and recommendations, it is increasingly difficult to do business without these tools. But web publishing is only effective when its content has meaning and value. Too many organizations overload their platforms with marketing jargon, sales pitches, or other material that fails to engage its target audience. In Content Rules, social media experts Ann Handley and C.C. Chapman argue that quality content must be based on a clear understanding of the organization as well as its customers. They describe the potential and pitfalls of blogs, podcasts, webinars, e-books, and other popular options, and warn readers away from common mistakes. Overall, they aim to explain how to build an online presence that stands out, generates sales, builds brands, and creates relationships.