Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business [Paperback]

I should preface this review by saying I have been podcasting and creating content for the web for over five years now, and that I regularly help clients do the same. This said, I was expecting Content Rules to be a good book on the subject, but perhaps one of those that did not speak to me, because of my experience. I was wrong- Content Rules speaks to everyone- even seasoned content creators, by providing the metrics we may know around content creation, but haven't yet articulated, and helps make the case for content for everyone from people getting their feet wet on the Web for the first time, to those who are looking to raise their game and up their level of engagement with others online.

Content Rules is compelling and honest from the introduction on. It is a book I can hand my clients, friends, teachers- almost anyone who wonders why people need to or bother creating content for the web- to help not only explain why compelling content is important, but how to create it. It helps people break down the barriers that often get in the way of creating compelling content, and instead gives them some parameters on how to make sure your authentic and compelling voice shine through. In addition, the examples and case studies in the book bring the rules to life, in a way that will help folks understand how to find their human voice, and why that is so important to success in contrast to another paragraph of over-polished, sanitized, personality-free "safe" messaging.

I'm really excited by Content Rules as a book I can enthusiastically pass on to friends, colleagues, clients and more. If it's between a more generic book on social media or online marketing and this one, you need Content Rules because it will help you understand the fundamental approach you need to take regardless of the tool, platform, network or marketing plan- you need to concentrate on your Content first.

The forward of this book states that "Marketing is about creating great content" - but that the art and science of producing that superior material has been a mystery to many. David Meerman Scott, the author of the book's forward section, suggests that the answer to the question "what exactly, should I do?" is to tell stories. Granted, that's one important aspect of a forward-looking plan of action.

However, perhaps it's essential to fully understand why most businesses tend to create poor content. In fact, much of the business communication that's being produced today clearly doesn't meet the needs of its intended target customer. To the vast majority of marketers, the task of creating content is still centered upon explaining what their product or service does.

In contrast, great content -- from the customer's point of view -- should provide meaningful and substantive insight or guidance about what products and service will do for them. As I concluded reading this book, it occurred to me that the authors had not made this point in the most compelling way. I was somewhat disappointed.

That said, Ann Hadley and C.C. Chapman have written a very comprehensive guide about how to develop a content marketing strategy and construct interesting information for your intended recipient -- utilizing a variety of digital media in the process.

Chapter 6, "Share or Solve; Don't Shill" is -- by far -- the most useful section of this helpful guide. It shares the six characteristics of a good idea or a story. What's missing, in my opinion, are examples of how companies typically fail to incorporate these basic principles.

Why is this explanation needed? Because this is a crucial concept and it should not be open to interpretation -- meaning, many marketers must essentially unlearn the common practices of legacy corporate marketing communications organizations.

Content Rules includes ten case studies -- what the author's refer to as success stories. I found some of these examples to be very insightful. In summary, the authors have tackled a subject that is very problematic, since knowing what to change is only part of the equation. Executing on that required behavioral transformation, having the will to discard bad habits, has proven to be very challenging.

Moreover, for those marketers who find it difficult to adopt these new practices themselves, the likelihood of being able to outsource this task is not promising. Finding an appropriately skilled consultant, a practitioner with proven results, will be equally challenging.

Not for the faint of heart...this book is a meaty look at why content has become such an important tool for businesses to engage their customers, as well as how to go about creating the right type of content for you.

Packed with real-world examples, this book teaches you (as noted on page 24) to go for consistent doubles and triples instead of always swinging for the fences- consistent doubles and triples wins games.

I personally was able to take away a lot of specific tips, including methods to re-imagine content (instead of just plain old repurposing it). I also liked that the authors kept the focus on the customer perspective (so critical) and demonstrated how to use content to create trust instead of just using it to shout (or "shill" as they call it).

My favorite part is the case studies/examples that line the back of the book. Not only did C.C. and Ann do a great job in featuring a wide variety of companies, they included ideas that you can borrow (they says steal, but I am a more of a fan of inspiration instead of imitation) and a section they call "Ka-ching", which demonstrates how each company actually derived value from the example.

With strong content itself, written in a colloquial and easy to read manner and with solid examples, this is definitely one to dog-ear/markup and reference on an ongoing basis. A strong value.