Content Rules audiobook cover - How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business

Content Rules

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business

Ann Handley & C.C. Chapman

★ 3.9 / 5(89 ratings)
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Categories:
Marketing & Sales

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Content Rules
The Power of Content+
Brand Voice & Identity+
Understanding the Audience+
Content Creation Strategies+
Sharing & Distribution+
Organization & Repackaging+
Metrics & SEO+
B2B Content Strategy+

Quiz — Test Your Understanding

Question 1 of 8
According to the text, what is the new strategy for reaching customers compared to traditional marketing methods like mail advertising?
  • A. Pushing aggressive sales calls to a highly targeted list.
  • B. Pulling customers to your business with content they enjoy.
  • C. Relying exclusively on paid influencer endorsements.
  • D. Using corporate jargon to establish industry authority.
Question 2 of 8
How does publishing online content help a company build trust with a large customer base?
  • A. By ensuring customers only see positive reviews of the product.
  • B. By replacing human customer service representatives with automated systems.
  • C. By fostering the feeling of one-on-one conversations with the entire audience at once.
  • D. By requiring customers to create a verified account before viewing any information.
Question 3 of 8
What type of language and tone should a company use to establish its unique brand voice?
  • A. Generic corporate jargon like 'synergy' and 'proactive drive'.
  • B. Complex, highly technical language to demonstrate industry expertise.
  • C. A friendly, conversational tone using simple language.
  • D. A strictly formal and objective tone to maintain professionalism.
Question 4 of 8
What is 'user-generated content' (UGC) as described in the book?
  • A. Content that a company outsources to freelance writers.
  • B. Real-time news gathered from across the web using keyword searches.
  • C. Data collected anonymously from website visitors to guide marketing.
  • D. True stories and experiences shared by customers about how a product affects their lives.
Question 5 of 8
Why is 'repackaging' existing content into different formats recommended?
  • A. It allows each piece of content to appear separately in search results, increasing visibility.
  • B. It prevents the Chief Content Officer from having to create an editorial calendar.
  • C. It ensures that the company does not have to rely on social media platforms.
  • D. It hides the fact that the company is out of new ideas.
Question 6 of 8
When optimizing content for search engines (SEO), why are 'long tail keywords' highly effective?
  • A. They are single, highly popular words that generate the most generic traffic.
  • B. They are specific phrases or questions that are more meaningful to a product.
  • C. They are hidden in the website's code to trick search algorithms.
  • D. They automatically generate inbound links from competitor websites.
Question 7 of 8
How does content strategy for business-to-business (B2B) commerce differ from general consumer content strategies?
  • A. It should focus entirely on viral, humorous videos rather than educational material.
  • B. It requires keeping customers engaged over a longer buying cycle often involving committees.
  • C. It completely ignores search engine optimization in favor of direct mail.
  • D. It avoids repackaging content since B2B buyers only want original white papers.
Question 8 of 8
According to the actionable advice in the final summary, what mindset should content creators adopt instead of the traditional sales mantra 'always be closing'?
  • A. 'Always be listening.'
  • B. 'Always be selling.'
  • C. 'Always be publishing.'
  • D. 'Always be curating.'

Content Rules — Full Chapter Overview

Content Rules Summary & Overview

Content Rules (2012) is a guide to content publishing that’ll help you implement effective and sustainable strategies. Regardless of whether you’re a social-media novice or a web-savvy pro, these blinks will guide you through the ins and outs of web-based content tools and social media sites, while offering plenty of helpful content tips along the way.

Who Should Listen to Content Rules?

  • Business owners looking to integrate content publishing into their marketing strategy
  • People hoping to harness the power of social media to reach huge groups
  • Creative professionals in any media who want to complement their skills with a flair for sales and marketing

About the Author: Ann Handley & C.C. Chapman

Ann Handley is the Chief Content Officer for MarketingProfs, a company that offers marketing resources and training to 442,000 subscribers. She is the author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, a Wall Street Journal bestseller.

C.C. Chapman is a marketing consultant who, in addition to creating DigitalDads.com, co-founded the marketing company The Advance Guard. His previous positions include VP of New Marketing for the design-marketing firm, Crayon.


[Ann Handley, C.C. Chapman: Content Rules] copyright [2012], John Wiley & Sons [Inc. or Ltd. as applicable] Used by permission of John Wiley & Sons [Inc. or Ltd. as applicable] and shall not be made available to any unauthorized third parties.

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