If you are responsible for generating content for your company or even just thinking about it, you’ll find Content Rules a great guide and reference tool. Written by Ann Handley (@MarketingProfs) and C.C. Chapman (@DigitalDads), it combines real-world experience with practical application. Sure, everyone can talk about content…but not everyone can actually create it. Here are some great takeaways we gained from the book – in just the first five chapters:
Chapter 1: The Case for Content. Everyone is the media, whether or not you want to acknowledge it. Learn that good content is a competitive advantage. It’s your instant differentiation that no one else can claim.
Chapter 2: The Content Rules. Content is about reaching your audience in an authentic way – use these common-sense rules to guide you.
Chapter 3: Insight Inspires Originality. Before you can talk to your audience, you need to understand who they are and what motivates them. It isn’t really different from any other type of marketing. Develop buyer personas and then bring them to life by asking the right questions: What are they craving? Where do they spend their time online? How do they access the web? What do you want them to do?
Chapter 4: Who Are You? Your words matter and so does your tone. Be personable and speak conversationally – in other words, speak like a human. And lose the 18 business buzzwords described in this chapter: It’s an impactful way to leverage key learnings in order to maximize client solutions. Well, you get the point.
Chapter 5: Reimagine; Don’t Recycle. Now we like to think we’re just as green as the next company, but Ann and C.C. have some great points here. Repurposing content is a great idea, but you need to understand the form and context you are putting it in. Developing a schedule will help you to not only better plan and produce great content, but also to reimagine it. Feed the content food chain – repackage and rebundle content appropriately.
Now that you know you need content, think about the “who, when, where and why”. Want to learn more? Read the book – available online and in-store now.