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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by C. C. Chapman, Ann Handley

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Chapter 22. AskPatty.com, Inc.: Thousand Oaks, California

AskPatty.com takes a two-pronged approach to the women's automotive retail market: For consumers, the AskPatty.com web site aims to be a reliable source of friendly automotive advice and research. For auto dealers, parts dealers, and other service and repair centers, the AskPatty.com Certified Female Friendly program trains and certifies them on how to attract and serve women customers.

CEO Jody DeVere says her company fills a void in the car-buying market. Purchasing a car is a big and expensive decision, yet good automotive buying and maintenance advice geared toward women is impossible to find; most sites write for a male buyer or enthusiast.[40] "Many sites don't cover the topic, yet it's the second largest purchase you'll make," Jody says.

Content became the cornerstone of her efforts to build her business, Jody says. By creating content about cars with a tone and approach women could relate to, Jody—a successful entrepreneur with more than 25 years of sales and marketing experience—has built brand recognition for her company without costly advertising.

Content That Ignites

Prior to the launch of AskPatty.com, Jody launched the blog (http://askpatty.typepad.com) as a means of generating early buzz for her new business. She tapped a variety of women as contributors—like auto mechanics, auto retailers, and then-NASCAR driver Deborah Renshaw—to pen posts on their areas of expertise.

"One of my strategies to build my brand is ...

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