Log In
Or create an account ->
Imperial Library
Home
About
News
Upload
Forum
Help
Login/SignUp
Index
Cover
Title Page
Copyright
Dedication
Foreword
Acknowledgements
Big Fat Overview (Sometimes Called an Introduction)
How This Book Works (and Three Promises to You)
Why We Need Some Rules, but Not Others
Part One: The Content Rules
Chapter 1: The Case for Content
What Is Content, and What Can It Do for You?
Good Content as a Competitive Advantage
Chapter 2: The Content Rules
The Content Rules
Chapter 3: Insight Inspires Originality: Who Do You Want to Attract?
Start with the Why
A Quick and Dirty Search Lesson
Back to the Why—and Onto the Who
Set Your Metrics: What Does Success Look Like?
Chapter 4: Who Are You?
Speak Human: How Do You Differentiate Your Content?
Chapter 5: Reimagine; Don't Recycle: Anatomy of a Content Circle of Life
First, Look toward the Sun
Create a Publishing Schedule
Feed the Beast
Aim for Variety, and Do Something Unexpected
Imagine New Creatures
Chapter 6: Share or Solve; Don't Shill
What Do I Talk about When There's Nothing to Say?
What I Really Want to Do Is Direct: Hiring Content Creators and Sourcing Content from Elsewhere
Chapter 7: Stoke the Campfire
How to Build a Fire
Your Content Campfire
Start with the Small Stuff
Finding the Bigger Sticks
Singing Campfire Songs
Why Doesn't My Content Have Any Comments?
Telling Stories by the Campfire Light
Chapter 8: Create Wings and Roots
Wings for the Web: Findable, Accessible, Shareable
Fishing for Attention in the Activity Streams
How to Make Your Content Go Viral
Chapter 9: The Care and Feeding of Fans
Setting Up a Listening Dashboard
Responding Quickly, and with Sincerity
Chapter 10: Attention B2B Companies: This Is the Chapter You Are Looking For
Your Prospects Are Avoiding You
Marketers Need to Pick Up the Ball and Run with It
Content Marketing Is the Key
← Prev
Back
Next →
← Prev
Back
Next →