Content Rules: How to Create Killer Blogs, Podcasts, Videos, by Ann Handley

By Ann Handley

Blogs, YouTube, fb, Twitter, and different publishing structures are giving every person a "voice," together with companies and their shoppers. So how do you create the daring tales, video clips, and weblog posts that domesticate lovers, arouse ardour in your services or products, and ignite your small business? content material ideas equips you for on-line luck with a one-stop resource at the artwork and technology of constructing advertising content material that folks care approximately. This assurance is interwoven with case experiences of businesses effectively spreading their rules online-and utilizing them to set up credibility and construct a devoted consumer base. examine the paintings of storytelling and the technology of journalism locate an genuine "voice" and craft daring content material that would resonate with customers and purchasers and inspire them to percentage it with others Leverage social media and social instruments to get your content material and ideas disbursed as largely as attainable Written via the executive content material officials of improve your on-line presence and have interaction with clients and clients like by no means prior to with content material ideas.

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Additional info for 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)

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What types of media or which platforms best resonate with your customers or your prospects? What are their problems? And, more important, how can you help them? “You must know your customers well enough to know what their biggest problems are,” says landing-page expert Dr. Karl Blanks. Also: Don't ignore the second part of that question: Who are you? What's unique about you? What are your point of view and your perspective? Question 3: What do you want the content to achieve? What effects do you want your content to have?

So go on! And try it! Show, don't tell. Tell stories. Show how your products or services fit into customers’ lives. Tell your audience how your stuff helps people by telling them about those people, not by talking just about your stuff. Worry more about creating remarkable content; worry less about being professional. The minute a client starts talking about a need to come across as professional, “I start worrying,” says Matthew Stibbe, “because that's when the buzzwords, the ‘endto-end,’ ‘win-win’ jargon comes out.

4. Speak human. Communicate your brand mission, values, and philosophy in simple terms, using the language of your customers. Speak in a conversational tone, with personality, empathy, and true emotion. Kill corporate-speak, buzzwords, and other language that makes you sound like a tool. 5. Reimagine; don't recycle. Recycling is an afterthought; good content is intentionally reimagined, at its inception, for various platforms and formats. 6. Share or solve; don't shill. Good content doesn't try to sell.

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