Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business
Ann Handley and C.C. Chapman
John Wiley & Sons, Inc.
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 Co., HBO, and Verizon FiOS, show you how to leverage all of today's tools to create content that truly speaks to your audience.
Social Circles: How Offline Relationships Influence Online Behavior and What It Means for Design and Marketing
New Riders Press
Businesses are starting to operate in the world of the social web. But most have a poor understanding of social interaction and its impact on how successful they will be. It is much more complicated than just business blogs or company Twitter accounts. Most interactions people have with each other happen offline, away from computers, and often away from mobile phones. What people do offline has a huge impact on what they do online. This book is about helping businesses understand this offline/online relationship.
Research has shown how people have multiple circles of friends, all of whom they trust in different ways and all of whom wield varying degrees of influence. People are using social networks to interact with people they already know, not to make new connections with people they don’t know. They are re-creating their offline social circles online. Understanding these social circles is the key to successful behavioral advertising.
Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now
David Meerman Scott
John Wiley & Son, Inc.
Wake up, it's revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.
"Real time" means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don't have to be among them.
David Meerman Scott reveals the proven, practical steps to take your business into the real-time era.