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Handley Content Rules Chapter 1

Handley Content Rules Chapter 1

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Published by Mike Lewis

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Published by: Mike Lewis on Feb 07, 2013
Copyright:Attribution Non-commercial

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02/07/2013

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PART ONE
The Content Rules
1
 
CHAPTER 1
The Case for Content
 Aboutayearorsoago,Annwasthinkingofbuyingadigitalcamerato take on a trip to Armenia. She’s not an expert photographer,so she didn’t need anything with bells and whistles. She merely  wanted something as slim and light as an ATM card to slip in her pocket (and cheap, too, in case it fell out). She wanted it to donothing more than quickly and easily record the memories she would make there.The problem, of course, wasn’t that she couldn’t find some-thing to fit the bill. Rather, she couldn’t decide from among thearray of choices. Each of the major camera makers (like Canon,Kodak, Sony, Nikon, Pentax, and so on) had a product that wassuitable. So which was the right camera for her? A few years ago, she might have flipped through a back issueof 
Consumer Reports
for some advice, or consulted a buyingguide. But this time, she started her search online, consultingthe camera makers’ own web sites to compare features and readreviews.She also sought advice from friends and followers on socialnetworks like Twitter. Somewhere along the way, her searccaught the attention of Kodak’s then–chief marketing officer (CMO),JeffreyHayzlett,whoseteammonitorsTwitterforqueriessuchasAnn’s.JeffreysubsequentlyreachedouttoAnndirectlyonTwittertosuggesthiscompany’sownpoint-and-shootpipsqueak,the EasyShare. Oh, and if she had any unanswered queries aboutpoint-and-shoot products, Jeffrey added, ask away!It’s cool that the CMO of a $7.6 billion company reached outto a single consumer. But what’s really going on isn’t just cool;

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