Content Rules :: Chapters 2 & 3

In the first part of my series on Content Rules, I shared with you a few points from chapter one of the book from Ann Handley and C.C. Chapman. In this post, I’m moving on to chapters two and three:

Image Credit: “2” by Leo Reynolds

  • The Content Rules:
  1. Embrace being a publisher.
  2. Insight inspires originality.
  3. Build momentum.
  4. Speak human.
  5. Reimage; dont’ recycle.
  6. Share or solve; don’t shill.
  7. Show; don’t just tell.
  8. Do something unexpected.
  9. Stoke the campfire.
  10. Create wings and roots.
  11. Play to your strengths.
  • Just like good journalism, good content strategy focuses on the story you have to tell and the audience you are trying to attract. These fundamental five W’s will help you focus on your customers, their needs, their preferences, and so on. Unlike journalism, though, your content strategy should begin with the why:

Image Credit: “3” by Leo Reynolds

  1. Why are you creating the content you’re creating? (What are your goals?)
  2. Who is your audience? And who are you?
  3. What do you want the content to achieve?
  4. When and how are you going to develop the content?
  5. Where are you going to publish?
  • Without a strategic plan…you are doomed to fail.
  • This exercise will help you determine why you are creating content…and what content will best suit your audience’s needs:
  1. Whom are you trying to reach?
  2. Where do they spend their time online?
  3. How do they access the Web?
  4. What are they craving?
  5. What do you want them to do?
  6. What content do you already have?
  • At the start of any campaign or initiative, you should ask one simple question: How will we measure success?
  • In addition to having a sense of your objectives and your audience, it’s equally important to have a sense of your own company’s unique voice.
Next week we’ll be taking a look at Chapter 4: Who are you?
What have you learned so far? How do you plan to use this information to better your methods of creating content?
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1 Comment

Filed under Southeastern University Coursework

One response to “Content Rules :: Chapters 2 & 3

  1. emmyjoy

    This is a great post. SO beneficial. It is so important to know who you are but also who your audience is. Before you start dishing out information you need to find out what your audience even needs to begin with. This sounds like a great book! I’ll have to read it in the near future.

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