--- title: Content Rules image: https://www.davidmeermanscott.com/hs-fs/file-1604169131-jpg/blog-files/6a00d83451f23a69e20134899a33df970c-250wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2010/11/content-rules.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Content Rules November 30th, 2010 2 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604169131-jpg/blog-files/6a00d83451f23a69e20134899a33df970c-250wi.jpg?width=250&height=367&name=6a00d83451f23a69e20134899a33df970c-250wi.jpg) [![Content-Rules_3D_web_med](https://www.davidmeermanscott.com/hs-fs/file-1604169131-jpg/blog-files/6a00d83451f23a69e20134899a33df970c-250wi.jpg "Content-Rules_3D_web_med")](http://freshspot.typepad.com/.a/6a00d83451f23a69e20134899a33df970c-pi) Today, the new book by Ann Handley and C.C. Chapman Releases: *Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business*. *Content Rules* is part of my New Rules series and I wrote the foreword to the book. Here is the [Content Rules companion site](http://www.contentrulesbook.com/) to learn more. **"Marketing is about publishing great content." ** How many times have you heard a statement more or less like this? Tons, right? *I know I've said probably a thousand times myself!* By now every marketing professional and entrepreneur on the planet understands this fundamental truth. We don't need convincing. But what the many content-marketing experts have failed to do is tell us how to create that content. **What, exactly, should I do?** In my experience, the art and science of creating content had never been adequately explained to marketers. Perhaps you would build a Web site and spend a bunch of cash on the design. But the best that the designers could do with the content was put in some filler text. Okay, then what? You stared at ["Lorem ipsum"](https://www.webinknow.com/2005/06/do_you_have_lor.html) for days not knowing what to write and then defaulted to some gobbledygook-laden drivel about your products and services. Ugh. *There is a better way.* **Ann and C.C. show you how!** Throughout [Content Rules](http://www.contentrulesbook.com/), Ann and C.C. show how to construct interesting and valuable information using many of the same skills that journalists and storytellers use. They show how to identify an audience, how to develop a distinct point of view and voice, and how to construct a narrative that is exciting and engaging. Content Rules includes many success stories from consumer brands, B2B outfits, government agencies, and other organizations—together with "ideas you can steal" from each. (Love that part). When I created the [New Rules Social Media Book Series](https://www.davidmeermanscott.com/book_series.htm) with John Wiley & Sons, I said that it was essential to have a book about how to create killer content. And I knew just the people to do it. Ann and C.C. are storytellers, journalists, and marketers. In my opinion, that's the perfect combination of skills and expertise to identify and deliver rules that we can all use to create killer blogs, podcasts, videos, e-books, Webinars, and more. [![IMG_0005](https://www.davidmeermanscott.com/hs-fs/file-1604169181-jpg/blog-files/6a00d83451f23a69e20134899a3d0e970c-320wi.jpg "IMG_0005")](http://freshspot.typepad.com/.a/6a00d83451f23a69e20134899a3d0e970c-pi) Ann Handley [@MarketingProfs](http://twitter.com/#!/marketingprofs) is the Chief Content Officer of [MarketingProfs](http://www.marketingprofs.com/), an educational resource for marketers with nearly 400,000 subscribers. She also writes for American Express OPEN Forum, Mashable, and The Huffington Post. Previously, Ann was the co-founder of ClickZ, one of the first sources of interactive marketing news and commentary. C.C. Chapman [@cc_chapman](http://twitter.com/#!/cc_chapman) is the Founder of [Digital Dads](http://www.digitaldads.com/), "where a Dad can be a guy." He is also the creator and host of of the widely popular Managing the Gray podcast and is also a member of the Media Hacks and Cast of Dads podcasts. I've followed the work of both Ann and C.C. with keen interest for nearly five years, learning from them as they pave the way forward to new forms of marketing. They must have more than a thousand blog posts, hundreds of videos, and dozens of articles between them. **Now, in one place, you have access to their greatest hits. ** [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ writing ](https://www.davidmeermanscott.com/blog/topic/writing) [ Books ](https://www.davidmeermanscott.com/blog/topic/books) [ Brand Journalism ](https://www.davidmeermanscott.com/blog/topic/brand-journalism) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/write%20compelling%20headlines.jpg?width=2248&height=1506&name=write%20compelling%20headlines.jpg) ### The Fine Art of Crafting a Not-Quite-Clickbait Headline August 1st, 2025|2 min read ](https://www.davidmeermanscott.com/blog/the-fine-art-of-crafting-a-not-quite-clickbait-headline) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/velvet%20sundown%20in%20studio.jpg?width=1288&height=734&name=velvet%20sundown%20in%20studio.jpg) ### Folk-Rock Without a Soul: When AI Channels Laurel Canyon July 7th, 2025|2 min read ](https://www.davidmeermanscott.com/blog/folk-rock-without-a-soul-when-ai-tries-to-channel-laurel-canyon) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Vermont%20wilderness%20pond.jpg?width=1500&height=1125&name=Vermont%20wilderness%20pond.jpg) ### Artistic Craft or AI Dreck in 2025? 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