Content Rules: How to Create Killer Blogs, Podcasts, Videos, E-Books, Webinars (and More) That Engage Customers and Ignite Your Business -- Contents -- Foreword -- Acknowledgments -- Big Fat Overview (Sometimes Called an Introduction) -- 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 -- Who Owns Your Website Content? -- What to Look for in a Writer (or Any Kind of Content Creator) -- Sourcing Content from Elsewhere -- Curated Content -- Cocreated Content -- User-Generated Content -- Licensed Content -- 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 Campfi re Light -- Chapter 8: Create Wings and Roots -- Wings for the Web: Findable, Accessible, Shareable -- Findable -- Accessible -- Shareable -- Fishing for Attention in the Activity Streams -- Chapter 9: The Care and Feeding of Fans.

Setting Up a Listening Dashboard -- Responding Quickly, and with Sincerity -- Commenters -- Passives -- Trolls -- Passionates -- 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 -- Additional Steps to Getting Hitched: Content and B2B, True Love Always -- Why: Clarifying Objectives for B2B Content -- Who: Understanding the Nuances of Your B2B Audience -- What: Map What You Know to How They Buy -- When: What's Special About the B2B Editorial Calendar? -- How: Craft Interesting, Informative, Entertaining Content (Yes, You Can!) -- Where: Spreading Seeds -- To Register or Not to Register -- Part Two: The How-To Section -- Chapter 11: A Blog as a Hub of Your Online Content -- Blogging Guidelines -- Define Your Purpose -- Set a Reliable Schedule -- Mix it Up! -- Move Beyond the Written Word -- Size Matters -- Learn How to Write Killer Headlines -- Design is Important -- Create Momentum -- Consider Comment Moderation -- Categorize and Tag Everything -- Write the Way You Speak -- Don't Overthink -- Chapter 12: If Webinars Are Awesome Marketing Tools, Why Do Most of Them Suck? -- How to Create and Produce Awesome Webinars -- Create -- Produce -- "A Rose by Any Other Name . . ." -- Chapter 13: What's the Difference between an E-book and a White Paper? (And When Should You Use Them?) -- Nine Steps to Creating an E-book or White Paper That People Will Want to Read -- Chapter 14: The Single Biggest Secret to Creating a Compelling Customer Success Story (Formerly Known as a Case Study) -- Chapter 15: From Dumpy to Sexy: An FAQs Makeover -- Chapter 16: Video: Show Me a Story -- Equipment: What You'll Need -- Creating Your Story -- Shooting and Scripting -- Show the World -- But What Am I Going to Shoot?.

iContent: Your Own Web Show? -- Chapter 17: Podcasting: Is This Thing On? -- Chapter 18 Photographs: The Power of Pictures -- What Should I Take Pictures Of? -- Sharing and Tagging -- Social Snapshots -- How Brands Are Responding -- Getting the Good Shot -- Bring in the Big Guns -- Part Three: Content That Converts: Success Stories (With Ideas You Can Steal!) -- Chapter 19: Reynolds Golf Academy: Greensboro, Georgia -- Content That Ignites -- Blog -- E-Book -- Video -- Ka-Ching! -- Ideas You Can Steal -- Chapter 20: The Cool Beans Group: Greensboro, North Carolina -- Content That Ignites -- Ka-Ching! -- Ideas You Can Steal -- Chapter 21: U.S. Army: Fort Knox, Kentucky -- Fort Monroe, Virginia -- Content That Ignites -- Ka-Ching! -- Ideas You Can Steal -- Chapter 22: AskPatty.com, Inc.: Thousand Oaks, California -- Content That Lgnites -- Partnerships -- Syndication -- Social Media -- Industry Publications -- Ka-Ching! -- Ideas You Can Steal -- Chapter 23: Qvidian: Lowell, Massachusetts -- Content That Ignites -- E-Books -- White Papers -- Video -- Ka-Ching! -- Ideas You Can Steal -- Chapter 24: HubSpot: Cambridge, Massachusetts -- Content That Ignites -- Blog -- Video -- Webinars -- Research and Reports -- Free Tools -- Video Podcast -- Ka-Ching! -- Ideas You Can Steal -- Chapter 25: Kodak: Rochester, New York -- Content That Ignites -- Blogs -- Facebook -- Twitter -- User-Generated Content -- Ka-Ching! -- Ideas You Can Steal -- Chapter 26: Boeing Company: Chicago, Illinois -- Content That Ignites -- Bylined Articles -- Video -- Twitter -- Ka-Ching! -- Ideas You Can Steal -- Chapter 27: Indium Corporation: Clinton, New York -- Content That Ignites -- Ka-Ching! -- Ideas You Can Steal -- Chapter 28: PinkStinks: London, England -- Content That Ignites -- Blog -- Newsletter -- Twitter -- Facebook -- Ka-Ching! -- Ideas You Can Steal.

Part Four: This Isn't Goodbye -- Chapter 29: This Isn't Goodbye, and a Gift for You -- A 12-Point Content Checklist -- About the Illustrator: Sean Tubridy -- Index -- Wiley End User License Agreement.