By Ann Handley, C. C. Chapman

ISBN-10: 1118232607

ISBN-13: 9781118232606

The consultant to making enticing websites and development a devoted following, revised and up to date Blogs, YouTube, fb, Twitter, Google+, and different systems are giving each person a "voice," together with enterprises and their buyers. So how do you create the tales, video clips, and web publication posts that domesticate lovers, arouse ardour to your product or service, and ignite your small business? content material ideas equips you for on-line luck as a one-stop resource at the artwork and technological know-how of constructing content material that folks care approximately. This insurance is interwoven with case reports of businesses effectively spreading their rules on-line and utilizing them to set up credibility and construct a faithful purchaser base. * locate an real "voice" and craft daring content material that may resonate with clients and purchasers and inspire them to percentage it with others * Leverage social media and social instruments to get your content material and concepts allotted as greatly as attainable * comprehend why you're producing content material attending to the beef of your message in useful, common sense language, and defining the objectives of your content material approach * Write in a fashion that powerfully communicates your carrier, product, or message throughout a variety of net mediums * advance your on-line presence and interact with shoppers and customers like by no means ahead of with content material principles.

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

Example text

As long as all the capitalists did not seek to claim the real surplus value at once, the fictitious capital could continue to function and could, in fact, “double and triple” as promises built upon promises. Should they all attempt to exchange their fictitious capital for the assets for the material wealth or productive capacity it claims to represent, this would lead to a crisis. The full consequences can perhaps only be seen today, when, before the financial crisis, the total circulating value of over-the-counter derivatives contracts was estimated to be at least 70 times the total planet’s gross domestic product, and when in one day the volume of speculative currency transfers alone equalled the world’s annual economic output (Foster and Magdoff 2010, 58).

These are the fictions that operate within and among the institutional cultures of Wall Street and other financial institutions, but the fictions of financialization also help reproduce a culture of debt, consumerism, leveraged precariousness and securitization on the level of daily life and cultural narrative. Third, fictitious capital, in terms of the financial apparatus which both measures and disciplines the global economy, is itself a social fiction, a way of telling a story about the nature and the global circulation of value that, in turn, shapes those processes.

But, as we have seen in the case of metaphor, just because finance is incorrect in the way it represents value does not mean it is not useful. The financial system acts, in Harvey’s (2006, 270–271) terms, as a central nervous system for the capitalist economy, both interpreting price signals across an increasingly integrated global market and disciplining global actors. As Lazzarato (2012) notes, the sum effect of this is biopolitical: it serves to shape subjects and institutions and punish them if they fail to live up to the dictates or ideals of an increasingly neoliberal form of capitalism.

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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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