How does a company make the leap from “marketing-speak” to become a publisher on the Web? How do you know what to say? How can you create stories and videos and blog posts that people will love? How can you cultivate fans and spark devotion? How can your ideas ignite your business? How do you know if it’s working?

Blogs, YouTube, Facebook, Twitter, and other online platforms are giving organizations like yours an enormous opportunity to engage directly with your customers. That’s a lucky thing: because instead of creating awareness about your company or your brand solely the old-school way (through annoying people with advertising, or bugging them with direct mail, or interrupting them with whatever), you now have an unprecedented and enormous opportunity.

Now, thanks to the advent of the Internet and the rise of Web-based tools and technologies, you can create the kind of web content, blog posts, videos, webinars, and web sites that will attract customers to you, rather than you chasing after them. What’s more, you can entice your customers to share those stories with each other, all across the web.

Produce great stuff, and your customers will come to you. Produce great stuff, and your customers will share your story for you. More than ever before: Content is king! Content rules!

Of course, like many things in life: That bit of luck comes with a hitch. Content may rule, but your online content must be the right sort of content:  Customer-focused. Authentic. Compelling. Remarkable. Interesting. (Gripping, even.) Valuable.

The problem, of course, is that it’s a struggle to actually do it. What does it mean to create content that’s “compelling”? And how can you do it consistently? How can your be heard above the noise? Why doesn’t your blog have any comments? It’s hard work, right?

That’s where this book comes in. This book demystifies the idea of organizations as publishers. It streamlines the process of creating remarkable blogs, podcasts, webinars, ebooks, and other web content that will lure would-be customers to you. It walks you through the fundamentals of how to create bold stories, videos, and blog posts. And then, once you’ve created the content, it tells you how to share it widely online to cultivate fans, arouse passion for your products or services, and ignite your business.

Content Rules is suited for organizations of all sizes and stripes, whether you are a Fortune 500 corporation or a mom-and-pop on the corner, or anything in between: hospital, entrepreneur, nonprofit, sole practitioner or consultant, artist, government agency, church, school, political candidate, sports team, community group, or rock band or maybe a butcher, baker or candlestick maker.

Also, one more key thing: It’s not boring.

About the Authors

Ann Handley

Ann is the Chief Content Officer of MarketingProfs, a rich and trusted resource that helps businesses market their products and services smarter and better. Entrepreneurs, small-business owners and marketers in the world’s largest corporations make up its 361,000 subscribers, making it the largest in its category. (Does that sound like marketing-speak? It’s not; it’s just true.)

She is an 12-year veteran of creating and managing digital content to build relationships for organizations and individuals. Also, she’s a writer who blogs at her personal blog,  A n n a r c h y, as well as American Express OPEN Forum, Mashable, and The Huffington Post. She is a monthly columnist for Entrepreneur magazine.

Previously, Ann was the co-founder of ClickZ, one of the first sources of interactive marketing news and commentary.

She live nears Boston in a slightly creaky, comfortable house with 2 kids, 4 dogs, good coffee in the kitchen, decent wine in the cellar, a stack of New Yorkers by the bed, and an occasional field mouse in the laundry room.

C.C. Chapman

C.C. is the Founder of Digital Dads, where a Dad can be a guy. He is also the creator and host of of the widely popular Managing the Gray podcast and is also a member of the Media Hacks and Cast of Dads podcasts.

He has extensive knowledge of the online space and is a sought after speaker on social media and community building. Over the years he has worked with a variety of clients to build and execute multiple digital marketing programs. He has worked with the likes of The Coca-Cola Company, Discovery Channel, American Eagle Outfitters, HBO and Verizon FiOS among others.

He is a graduate of Bentley University and an avid photographer. His personal blog just celebrated it’s 8th Anniversary with no plans to slow down at all. He lives in Metro West Boston with his wife, two amazing kids and black lab Roxie.

Photo by Karen Walrond