By Ann Handley, C. C. Chapman

ISBN-10: 1118232607

ISBN-13: 9781118232606

The advisor to making attractive web pages and construction a faithful following, revised and up to date Blogs, YouTube, fb, Twitter, Google+, and different systems are giving each person a "voice," together with firms and their shoppers. So how do you create the tales, video clips, and web publication posts that domesticate enthusiasts, arouse ardour on your service or product, and ignite what you are promoting? content material ideas equips you for on-line good fortune as a one-stop resource at the paintings and technology of constructing content material that folks care approximately. This insurance is interwoven with case stories of businesses effectively spreading their principles on-line and utilizing them to set up credibility and construct a faithful shopper base. * locate an real "voice" and craft daring content material that would resonate with customers and purchasers and inspire them to proportion it with others * Leverage social media and social instruments to get your content material and ideas allotted as extensively as attainable * comprehend why you're producing content material attending to the beef of your message in functional, common sense language, and defining the ambitions of your content material technique * Write in a fashion that powerfully communicates your provider, product, or message throughout quite a few net mediums * enhance your on-line presence and have interaction with buyers and customers like by no means ahead of with content material principles.

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Extra resources for Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

Sample text

Interest in relationship marketing probably stems from the problems of marketing services For marketing managers the perishability of a service places extra emphasis on understanding demand patterns and why such fluctuations exist. However, matching demand at all times is rarely possible or, indeed, cost-effective. In the end, the only alternatives are to try to change patterns of demand or to generate increased capacity at peak times. The techniques for managing demand revolve around incentives, such as offering better value and other sales promotion activities, or using pricing mechanisms, such as premiums, or discounts.

Customer management is important in service delivery Since many services rely heavily on a personal interaction between the service provider and the customer, or depend on individuals exercising judgement when creating the service, considerable heterogeneity between purchases becomes possible, so that customer-experiences of the product may vary enormously. Thus, the performance of a waiter or a shop assistant will have a great impact on the way a customer experiences the core benefit they are seeking.

A good example of the latter is the widespread improvement in the queueing technology which now ensures nobody waits longer than necessary in many banks, post offices and railway stations. Interest in relationship marketing probably stems from the problems of marketing services For marketing managers the perishability of a service places extra emphasis on understanding demand patterns and why such fluctuations exist. However, matching demand at all times is rarely possible or, indeed, cost-effective.

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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley, C. C. Chapman


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