Contents
Big Fat Overview (Sometimes Called an Introduction)
Chapter 1: The Case for Content
What Is Content, and What Can It Do for You?
Good Content as a Competitive Advantage
Chapter 3: Insight Inspires Originality
A Quick and Dirty Search Lesson
Back to the Why—and Onto the Who
Set Your Metrics: What Does Success Look Like?
Speak Human: How Do you Differentiate Your Content?
Chapter 5: Reimagine; Don’t Recycle
Aim for Variety, and Do Something Unexpected
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
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
Get Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
