"How do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? Content Rules equips you for online success as a go-to guide to the art and science of developing content that people care about. Case studies show how companies have successfully spread their diea through blogs, YouTube, Facebook, Twitter, Google+, and other platforms - and use them to establish credibility and build a loyal customer base"-- Provided by publisher.

Includes index.

1. The content rules -- The case for content -- Insight inspires originality: who do you want to attract? -- Who are you? -- Reimagine; don't recycle: anatomy of a content circle of life -- Share or solve; don't shill -- Stoke the campfire -- Create wings and roots -- The care and feeding of fans -- Attention B2B companies: this is the chapter you are looking for -- 2. The how-to section -- A blog as a hub of your online content -- If webinars are awesome marketing tools, why do most of them suck? -- What's the difference between an E-book and a white paper? (And when should you use them?) -- The single biggest secret to creating a compelling customer success story (formerly known as a case study) -- From dumpy to sexy: an FAQs makeover -- Video: show me a story -- Podcasting: is this thing on? -- Photographs: the power of pictures -- 3. Content that converts: success stories (with ideas you can steal!) -- Reynolds Golf Academy: Greensboro, Georgia -- The Cool Beans Group: Greensboro, North Carolina -- U.S. Army: Fort Knox, Kentucky; Fort Monroe, Virginia -- Qvidian: Lowell, Massachusetts -- HubSpot: Cambridge, Massachusetts -- Kodak: Rochester, New York -- Boeing Company: Chicago, Illinois -- Indium Corporation: Clinton, New York -- PinkStinks: London, England -- 4. This isn't goodbye -- This isn't goodbye, and a gift for you.