Content Rules Book Review

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    Content Rules Book Review

    When I initially got a copy of Content Rules handed to me by an associate, with a brief explanation of the contents within, I admit I was a little skeptical at first.  Given the nature of my business and having been involved in online marketing and content marketing for years I expected a decent book on the subject (noting the powerful authors involved) but one that wouldn’t necessarily speak to me directly or teach me much.
    Needless to say I was really surprised when I started to dig into Content Rules.  This is a book that is written to speak to everyone regardless of their level of experience.  Even a seasoned dealer in content marketing such as myself.  Content Rules achieves this by providing detailed metrics we may already know around content creation, but have yet to articulate and Ann Handley & CC Chapman make amazing case after case as to how easy it is to achieve success – whether you need to launch your first campaign or up your level of current engagement.
    As I read deeper into this book, I realized it was more like a bible for the small business owner or marketer that needs a broader grasp of content marketing.  It’s a text book without being a text book and I know it’s something I can handle a client, a friend, an associate or anyone else that might be wondering why anyone would really need to devote time to content creation.
    We can talk until we’re blue in the face about why you need to create content but until you have something that shows measurable proof you’re just blowing wind.  The case studies as part of each subject do just that.
    One thing that really stood out to me as I ready through was the fact that this book tears down barriers in force – common barriers that stop every day people from creating compelling content.  The chapters within, broken into different types of content and the ways to develop it, reveal parameters on how to ensure that any content created is authentic and compelling.  The case studies, as mentioned above, provide life and Ann Handley and CC Chapman give a strong human voice that makes the subject simple to understand.
    Just a simple taste of what I plucked from this book:
    Embrace Being a Publisher – If you want to get into the media then you need to become the media.  The same truly applies to content marketing.  If you want engage your target audience with content and provide value then you to start thinking like a publisher.
    Insight Inspires Originality - A simple one way communication with the customer, lacking empathy, is ineffective.  When you take the time to understand the needs of your customers in various stages of the purchasing cycle then you can create appropriate content that fits the bill every time – the type of content that keeps them engaged and coming back as loyal customers.
    Create Your Own Momentum - When you create content with a purpose, regardless of the platform, you establish an objective and desired outcome.  Content marketing lets you move beyond just informing your readers.  You can give them a natural progression of what they should do next and you build real momentum in your sales funnel.
    Content Rules is timeless in its advice.  I recommend it as a staple on the shelf of anyone involved in marketing, whether it’s a business, an organization or you’re just branding yourself.

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