Content Rules


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Content Rules

  1. 1. C.C. Chapman<br />Ann Handley<br />
  2. 2. Authors<br />C.C. Chapman<br />Speaker: A highly recognize speaker to companies, marketers and content creators<br />Entrepreneur: In 2007 he developed Advance Guard which was his Marketing Firm. After a successful two year run, they was attained by Campfire<br />Clients: American Eagle Outfitters, Coca Cola, Warner Brothers, and HBO<br />
  3. 3. He Probably Knows what He is Talking About…<br />
  4. 4. Authors<br />Ann Handley<br />Writer: Huffington Post, Mashable, The Mommy Gig, and American Express open forum.<br />Entrepreneur: Cofounder of Clickz. One of the earliest source for interactive marketing and news<br />C.C.O: Chief Content Officer of MarketingProfs, providing information to business and marketing professionals through internet media<br />
  5. 5. She has seems like she has some knowledge…..<br />Why write the book?<br />
  6. 6. …So why write the book…<br />Authors saw a need…<br />…a need for a break down of the art and science behind developing…<br />…“killer blogs, eBooks, podcast, videos, and webinars”…<br />
  7. 7. Summary of the Book<br />….Really the Content Rules…<br />1. Accept that fact that you are a Publisher…<br /><ul><li>You write a compelling story in an effort to sell</li></ul>2. In-depth knowledge of a product can produce originality…<br /><ul><li>Know yourself
  8. 8. Know your product extensively
  9. 9. “The more valuable information you can give, the more you will be viewed as an expert”…
  10. 10. Know your customers too</li></ul>2a. Know your customers…<br /><ul><li>What do they care about?
  11. 11. What are their concerns/objectives?
  12. 12. Will you product/service assist in daily lives?</li></li></ul><li>Summary of the Book<br />….Really the Content Rules…<br />4. Understand your objective<br /><ul><li>Have an objective
  13. 13. Develop definitive measurements of success</li></ul>5. Speak Human… Please!!!<br /><ul><li>Communicate in the common man’s language
  14. 14. Be more personal…
  15. 15. Boeing learned this when an 8 year old sent in his design of a plane. Boeing responded by sending a letter that the kid needed a dictionary to decipher. The letter was impersonal.</li></li></ul><li>Summary of the Book<br />….Really the Content Rules…<br />6. Keep reinventing new content<br /><ul><li>DO NOT think of marketing as a single campaign or initiative
  16. 16. Develop a long term model (reinventing)</li></ul>7. Develop Content that help the customer <br /><ul><li>Your content should, solve a problem, share a resource, make the customer smarter</li></ul>8. Don’t just tell me, show me<br /><ul><li>Your content should tell a story about the product through other customer’s experience.</li></li></ul><li>Summary of the Book<br />….Really the Content Rules…<br />9. Interact with Customers<br /><ul><li>Your content should spark interaction with the customer
  17. 17. Social networks are perfect in providing this avenue</li></ul>What happens? <br />Interaction From customers can lead to a following (as in the case of Harley Davidson)<br />
  18. 18. Summary of the Book<br />….Really the Content Rules…<br />Finally…<br />… Sort of…<br />10. Play to your strengths<br /><ul><li>“You don’t have to hit a homerun every time, Sometimes a few doubles and triples are just as good”
  19. 19. You don’t have to do everything, killer blogs, facebook, twitter, ebooks, however you must do SOMETHING…</li></li></ul><li>What did I take from it?<br />Lets see…<br />The whole idea behind developing amazing content is to turn….<br />…Browsers into buyers…<br />….customers into regulars…<br />
  20. 20. What did I take from it?<br />…you must earn the attention of the browser…<br />Interacting with customers is how your company will survive.<br />…it is important to give valuable information that can be easily read<br />I must put myself in the mind of the consumer and think...<br />…what haven’t they answered yet?<br />
  21. 21. Who should read this Book?<br />Business professionals<br />Advertisers<br />Artist<br />Non-Profit Organizations<br />My Pastor<br />My Roommate<br />My mom<br />EVERYONE who is apart of an entity…!!!<br />
  22. 22. …so what now…<br />Questions related to marketing products are answered… at least for now…<br />However the questions now fall into business, such as…<br />Who can manufacture my products?<br />How to become a B2B business?<br />Overall a great book…!!!!<br />