Content Rules," Ann Handley and C.C. Chapman present a case study about how Boeing Company uses content to promote its products.
Boeing creates videos, blog postings, photographs, charts, graphs, eBooks, webinars and many more forms of content to spread the word about its products and services.
Boeing believes in brand journalism. The vast majority of its writings are customer-driven (versus company-driven) information that it spreads as widely as possible.
Boeing believes that information about its airplanes is too technical for Facebook. But the company says that it is getting some good exposure on Twitter. Boeing does not like to put its videos on YouTube. It is convinced that its videos don't belong on the same page as some of the controversial material that is available on YouTube.
Based on their study of Boeing's use of content, the authors advise us to write much of our content as a story about people. And they urge us to be patient when measuring how effective our online content is in attracting new customers.