C. C. Chapman

If you are writing for your business, non-profit, or personal site, you need to read Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business*. If you are creating video content, writing a blog, posting on social media, or hosting a podcast, you need to read this book. I consider this a must reading for all the organizations and colleges I have been a part of. Ann Handley and C.C. Chapman have written ad easy to read yet, tip rich book on writing content for your different platforms. Read more… (plus d'informations)

Content Rules attempts to help provide "rules" for creating content for business communication, primarily through social media, but some tips are applicable to "old-time" media like print publications. There's a list of eleven rules which are all explained via individual chapters, and then there are case studies where particular "rules" are identified and how they were successful.

The book has a lot of duplication; it reads like it was a collection of blog posts. (It actually reminded me of short magazine articles, as several people were quoted -- but often only a single time, which made it seem close to name-dropping.) There are good nuggets of information sprinkled throughout the book, but I think a few more practical examples of each "rule" would have made the book a lot better, including adding a few questions at the end of each chapter to prod the reader into thinking of ways that would work for his or her business. The case studies were interesting -- I particularly liked the addition of the US Army and Boeing; while the authors tend to like quirky and humorous, those two examples show that you just have to sound "human" (instead of business-like) to move into more successful content.

I've been writing for a small newspaper for several years, so I guess I figured out a bunch of these ideas myself (all hail the editorial calendar!). I felt the book fell into an awkward spot in its readership -- content creators looking for new ideas probably won't find much new here, while there's a little too much detail for "bosses" and other big-picture types. (It may be most helpful to someone very new to the job of content creation, and for someone who needs to sell the bosses on why content is so important.) However, I must recommend the chapters on B2B marketing, as that seems to be a neglected topic -- there's a tendency to think there's just not enough to make interesting, yet the authors point out there's just as much to work with as with other businesses.

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LT Haiku:

Some ways to make your
business more engaging with
marketing ideas.… (plus d'informations)

I would love to give this book more stars. Given to me by a friend who meant well, I was disposed to park my inner critic. Alas! There is so much pat advice and there are so many clichés, all of it wrapped in lack-luster writing, that I simply can't recommend it. Its only redeeming feature is its unbridled naive enthusiasm which is rather refreshing.
There are a couple of chapters I did enjoy, namely the one about nay-Sayers and saboteurs (of which I suppose I am), and I did take to heart the recommendation on Freedom for Productivity. I can't say, however, that I learned much more.
No doubt a happy little book for anyone looking for a rah-rah slap on the back pick-me-up.… (plus d'informations)