Includes bibliographical references and index.

A one-stop source on the art and science of developing marketing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online--and using them to establish credibility and build a loyal customer base. The case for content -- The content rules -- Insight inspires originality: who do you want to attract? -- Who are you? -- Reimagine: don't recycle: anatomy of a content circle of life -- Share or solve; don't shill -- Stoke the campfire -- Create wings and roots -- The care and feeding of fans -- Attention B2B companies: This is the chapter you are looking for -- A blog as a hub of your online content -- If webinars are awesome marketing tools, why do most of them suck? -- The single biggest secret to creating a compelling customer success story (Formerly known as a case study) -- From dumpy to sexy: a FAQs makeover -- Video: show me a story -- Podcasting: Is this thing on? -- Photographs: the power of pictures -- Reynolds Golf Academy: Greensboro, Georgia -- The Cool Beans Group: Greensboro, North Carolina -- U. S. Army: Fort Knox, Kentucky: Fort Monroe, Virginia -- AskPatty.com, Inc.: Thousand Oaks, California -- Kadient: Lowell, Massachusetts -- HubSpot: Cambridge, Massachusetts -- Kodak: Rochester, New York -- Boeing Company: Chicago, Illinois -- Indium Corporation: Clinton, New York -- PinkStinks: London, England -- This isn't goodbye, and a gift for you.