Content Rules." The book's last ten chapters are case studies of how various companies used content successfully to promote their businesses and increase sales. Here are some insights about how one company uses content to increase its revenues.
This company creates three or more blog postings every business day. They also create videos, webinars, reports, podcasts, and free tools. Some of their videos have had tens of thousands of YouTube viewers.
The authors cite a Forrester Research study that says that an optimized YouTube video is 50 times more likely to show up on the first page of Google results (versus an optimized web page without a video).
Talk to your customers, the authors advise us, and write for them. Find out what kind of content they're interested in, and deliver it in the formats that they enjoy most.
Connect your blog and your website. Use a common design, and make it easy for prospects to move back and forth between them.
End each blog posting with a link to a specific piece of content on your website. The company in the case study claims that implementing this strategy tripled the number of leads that their blog generates.
The authors advise us to create a variety of content for our readers, including news, lighthearted articles, and longer thought-pieces.