Content Rules: How to Create Killer Blogs, Podcasts, Videos, by Ann Handley, C. C. Chapman

By Ann Handley, C. C. Chapman

The consultant to making attractive websites and development a faithful following, revised and up-to-date Blogs, YouTube, fb, Twitter, Google+, and different structures are giving everybody a "voice," together with agencies and their shoppers. So how do you create the tales, video clips, and web publication posts that domesticate fanatics, arouse ardour in your services or products, and ignite what you are promoting? content material principles equips you for on-line luck as a one-stop resource at the artwork and technology of constructing content material that individuals care approximately. This insurance is interwoven with case experiences of businesses effectively spreading their principles on-line and utilizing them to set up credibility and construct a faithful consumer base. * locate an actual "voice" and craft daring content material that would resonate with customers and purchasers and inspire them to proportion it with others * Leverage social media and social instruments to get your content material and ideas allotted as greatly as attainable * comprehend why you're producing content material attending to the beef of your message in useful, common sense language, and defining the objectives of your content material method * Write in a fashion that powerfully communicates your provider, product, or message throughout numerous net mediums * improve your on-line presence and interact with clients and clients like by no means earlier than with content material ideas.

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By Ann Handley, C. C. Chapman

The consultant to making attractive websites and development a faithful following, revised and up-to-date Blogs, YouTube, fb, Twitter, Google+, and different structures are giving everybody a "voice," together with agencies and their shoppers. So how do you create the tales, video clips, and web publication posts that domesticate fanatics, arouse ardour in your services or products, and ignite what you are promoting? content material principles equips you for on-line luck as a one-stop resource at the artwork and technology of constructing content material that individuals care approximately. This insurance is interwoven with case experiences of businesses effectively spreading their principles on-line and utilizing them to set up credibility and construct a faithful consumer base. * locate an actual "voice" and craft daring content material that would resonate with customers and purchasers and inspire them to proportion it with others * Leverage social media and social instruments to get your content material and ideas allotted as greatly as attainable * comprehend why you're producing content material attending to the beef of your message in useful, common sense language, and defining the objectives of your content material method * Write in a fashion that powerfully communicates your provider, product, or message throughout numerous net mediums * improve your on-line presence and interact with clients and clients like by no means earlier than with content material ideas.

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Extra info for Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

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Letztere ist unabhängig davon, ob das Ergebnis dieses Prozesses zur unternehmerischen Zielerreichung beiträgt.  Diese One‐ Verzahnung zwischen Online- und Dialog-Marketing 35 to‐mass‐Ausrichtung beinhaltete eine weitgehend undifferenzierte Kundenansprache (bspw. im Versandhandel nur ein Hauptkatalog zur Kommunikation mit den Kunden) und die Vermarktung standardisierter Angebote durch die Unternehmen.  Stufe in vielen Bereichen durch das Prinzip One‐to‐many ergänzt bzw. abgelöst. Die mit den Möglichkeiten des Dialog‐Marketings einhergehende zielgruppenspezifischere Kommunikation wurde durch Begriffe wie Kundenstamm‐Marketing, Database‐Marketing oder Relationship‐Marketing geprägt.

Diese haben dazu geführt, dass das Online‐ Marketing in immer größerem Ausmaß in die Wertschöpfungskette von Unternehmen integriert wird. Parallel dazu hat sich der Budgetanteil des Online‐Marketings insb. am Kommunikationsbudget der Unternehmen in den letzten Jahren deutlich vergrößert (vgl.  Die zentralen Ausgestaltungsmöglichkeiten des Online‐Marketings werden nachfolgend aufgezeigt.  297‐302).  Eine solche Individualisierung kann auch dadurch erreicht werden, dass während eines Telefongesprächs mit einem Kunden realtime (d.

Solche persönlichen Empfehlun‐ gen präsentiert auch amazon durch den Vergleich des Informations‐ und Kaufverhal‐ tens einer Person mit dem anderer amazon‐Kunden auf der Grundlage von Warenkorb‐ Analysen.  Weitere Möglichkeiten zur Individualisierung ergeben sich durch die Auswertung von Profil‐ daten, die Mitglieder bei sozialen Netzwerken wie Facebook oder studiVZ hinterlegen.  ihre Zustimmung erteilen.  Zum anderen führt eine höhere Individualisierung beim Empfänger zu einer Erhöhung der Relevanz des Angebotes und fördert damit die Wahrscheinlichkeit, dass der Empfänger das vom Unternehmen gewünschte Ver‐ halten zeigt.

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