The 12 Rules for Incredible ContentBy Sonja Jobson

SlideShare created by

Rule #1Cater to your prospects, not your peers.

The content you produce should be aimed at your prospects, not your peers. Chances are, the type of information your prospects want from you is entirely different than the content your colleagues will compliment you on.

Rule #2Learn that everything you’re putting out there is content.

Yes, blog posts, webinars, videos, and infographics are all content.But so are tweets, Facebook comments, your product packaging and your website. Make sure they all share the same voice and reflect your brand’s values.

Rule #3Write great headlines.

Headlines are arguably the most important part of any piece of content you produce.It’s what makes people decide whether your content is worth reading.

Rule #4Have an opinion.

Content that tries to appeal to everyone is boring.Leave the “balanced view” to journalists. Offer the world your opinion, and make it a good one that doesn’t just follow the crowd.

Rule #5Learn the art of the intro.

Your intro needs to capture attention immediately.Share startling facts, create curiosity or reveal just enough information to assure the reader that the piece is worthwhile to them.

Rule #6Banish buzz words.

Click to enlarge (via PressAt)

Phrase things in a new way, in your own way.To connect with your audience, be original and say things plainly. Avoid content laden with buzz words catch phrases and clichés.

Rule #7Tell stories.

Stories invoke emotions.They make it easy to grasp your message, and they’re easy to follow. Mix up the popular “how-to” content and throw in a compelling story now and then.

Rule #8Get people to engage.

Online content is not a one-way medium.The goal of content is to build relationships so your audience will learn about your business and trust it. Feature stories from readers, ask people to send you their questions, and ask readers questions.

Rule #9Aim to impress.

The basics have already been covered.If you want to create content that gets attention, you need to aim to impress. Research your topic, reference sources, show examples and back up your claims.

Rule #10Learn how to edit.

Sloppy content hurts business.Leave something overnight, or several hours, before going back to edit and publish. Or, have a business partner or friend read it over.

Rule #11Don’t forget you run a business.

Don’t forget to promote.Remember why you’re marketing with content in the first place: to get customers. Make it a point to include information on what you have to offer (when and where it’s appropriate).

Rule #12Be yourself.

There’s only one “you,” so let your personality take front seat.Stop trying to sound like a business and start sounding like yourself.

SlideShare created by

From 12 Most Worthwhile Rules for Creating Incredible Content by Sonja Jobson

All photos courtesy of openclipart.org