Ann Handley

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 show more 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. show less

Less about writing than it is about on-line marketing. Useful, but sporadic; less guide than a 'listicle' of useful types and tricks. Many are mundane and derivative; a few, scintillating and immediately applicable.

Some useful marketing information, but as far as the writing tips, it was pretty basic. I suppose with a title like "Everybody Writes," you should expect a pretty basic overview of writing best practices rather than in-depth analysis/tips/tricks.

I did enjoy Handley's sense of humor and there were definitely a few gems here and there ... I just probably could have gotten the same information in a few good blog posts rather than reading a whole book.

Yes, content does rule, and thankfully, the content ruled in this book too.

In our world of all things social, creating marketing messages that resonate in the "noise" is a challenge. In Content Rules, authors Ann Handley and C.C. Chapman (no strangers to great content) dissect the content creation process, using best practices from businesses of all sizes. There are a lot of great, practical examples throughout this book, and after finishing, I felt energized and ready to refocus my show more content.

As I read this book, I stuffed post-it notes throughout, mostly in the first two sections. Here, I learned some practical "how-to" advice on creating editorial calendars and content for all stages of the sales funnel. I am glad I had the foresight to read with post-it notes so that I can review these sections over and over again.

If your job is to create content for marketing, Content Rules is a must read. show less