In the age of The Google, you’re nowhere if you can’t be found. Especially by your prospects. As a result, pretty much every business has to be a publisher, and every company has to have something to say besides “BUY ME.” Content matters.
In Content Rules, co-authors Ann Handley and C.C. Chapman have written a bible for savvy entrepreneurs and everyone else who understands that good content is a competitive advantage. The point of great content, they say, is:
“to convert browsers into buyers and customers into regulars or (better yet) rabid fans, ambassadors, and advocates. You do that by deepening your relationship with them, over time, by repeatedly and consistently creating content they care about and want to share freely with their friends and colleagues, and by encouraging them to engage with you and to sign up for things you publish (like an e-mail newsletter or a webinar) or to download a white paper or an ebook.”
You can read the full book review here.
Photo by David Armano (Flickr).