This
book, while not new, has the best subtitle: How to Create Killer Blogs,
Podcasts, Videos, Ebooks, Webinars and more that Engage Customers and Ignite
Your Business. Published in 2011, it's a
resource that should be on every PR practitioners' shelf.
Back
in 2008, when David Meerman Scott Published "The New Rules of Marketing and PR,"
his main takeaway was that organizations need to think like publishers instead
of marketers. Now that we are seeing the effects of the attention economy, "Content Rules" is the next step to help PR teams visualize what being a publishing
organization requires.
And
it's written in a style that is easily digestible, somewhat tongue-in-cheek,
yet it is PACKED with actionable ideas.
Right from the start, in a chapter titled "Big Fat Overview"
(as opposed to "introduction), you know that these two authors will lead
you into new concepts with an element of fun.
There's
so much here for PR teams to embrace and best of all, it perfectly aligns with
our industry's skill set.
The
book is organized into three sections.
The
first makes the case for why content should be created and shared. This section establishes the rules of the
road for public relations pros to successfully create content. Here's a few key takeaways:
- Avoid one and done -- integrate everything.
- Leave stuff alone -- don't be so perfect that there's no room for your audience to participate.
- Get rid of that jargon-- business speak can kill your content.
- Storytelling can be used in any organization.
The
second section is a how-to for different types of content like blogs, ebooks
and photographs. There are tons of ideas
and checklists for each type of content, which goes a long way to deciding what
approach will work for your organization. The most refreshing thing about this
section-- it is a Facebook-free zone!
The
last section features 10 case studies from a wide variety of organizations that
will be worth referring to over and over again. This is one of the most
generous business books I have read in awhile and the authors offer even more
resources online and on their Facebook page for the book.
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