Description |
xxii, 282 pages : illustrations ; 24 cm. |
Series |
New rules of social media |
|
New rules of social media series.
|
Bibliography |
Includes bibliographical references and index. |
Summary |
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. |
Contents |
The case for content -- The content rules -- Insight inspires originality : who do you want to attract? -- Who are you? -- Reimagine : don't recycle : anatomy of a content circle of life -- Share or solve; don't shill -- Stoke the campfire -- Create wings and roots -- The care and feeding of fans -- Attention B2B companies : this is the chapter you are looking for -- A blog as a hub of your online content -- If webinars are awesome marketing tools, why do most of them suck? -- What's the difference between an ebook and a white paper? (and when should you use them?) -- The single biggest secret to creating a compelling customer success story (formerly known as a case study) -- From dumpy to sexy : a FAQs makeover -- Video : show me a story -- Podcasting : is this thing on? -- Photographs : the power of pictures -- Reynolds Golf Academy : Greensboro, Georgia -- The Cool Beans Group : Greensboro, North Carolina -- U. S. Army : Fort Knox, Kentucky; Fort Monroe, Virginia -- AskPatty.com, Inc. : Thousand Oaks, California -- Kadient : Lowell, Massachusetts -- HubSpot : Cambridge, Massachusetts -- Kodak : Rochester, New York -- Boeing Company : Chicago, Illinois -- Indium Corporation : Clinton, New York -- PinkStinks : London, England -- This isn't goodbye, and a gift for you. |
Subject |
Internet marketing.
|
|
Social media.
|
|
Web sites -- Design.
|
|
Blogs.
|
|
Podcasts.
|
|
Web-based instruction.
|
Added Author |
Chapman, C. C. (Charles C.)
|
ISBN |
9780470648285 hardback |
|
0470648287 hardback |
|