Content Rules for Engaging Customers and Igniting Businesses

Content is a word being mentioned everywhere in the Marketing, Communications and Media space. There are a ton of blogs and books stating that Content is King. But it’s not king if it’s full of junk. Don’t be a polluter, pushing out low-quality content everywhere – that’s what many organizations are doing online (staring blogs and leaving them stranded, or posting content that’s of low value).

Below are some rules and guidelines about social media content, based on the book Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C. C. Chapman.

Content Rules

Build Momentum
It’s not enough just to write a blog post or start a Facebook page. You have to do something to amplify it. What is your strategy to build and maintain momentum? (Even if you have created amazing content, how will people know it exists?)

Act Like a Publisher
As a blogger or social media manager; think like a publisher, not a publicist. The content you create should Educate, Entertain, and Engage. Instead of thinking you are a marketer, switch to the mindset of a publisher, writer or storyteller.

Be Human
It’s difficult for some brands and companies (especially ones dealing Business to Business), to speak in real, human terms. Create text and graphics that engage people – not just people in your business, industry or other marketers. Keep your posts relevant and not spammy. Keep it fresh and original, even ask your customers or followers to contribute.

Re-Imagine, Don’t Recycle
Think about all your content from a re-imagination. Think about turning things into a series, turning it from blog posts to videos, re-adopting video onto a podcast, separating thoughts into a series of tweets. “Optimizing content is continuous adaptation.”

Share Don’t Shill
Help people. Overt selling doesn’t work. That doesn’t mean not having a call to action, but nobody wants to subscribe to your blog when a huge SUBSCRIBE NOW pop-up appears before you’ve even read it.

Show + Tell
Show by examples. Use external references, videos, samples and links.

Surprise and delight your followers and fans. Give away things, reply to people when they’re in need.

Wings and Roots
Make sure your content is grounded in what you know, but dont always write about the same things. Take things in more than one direction and surproise your reads.

Play to Your Strengths
You don’t have to be active on every single network. Know who you’re trying to reach and where they are. Get the right people producing the right content; if a company CEO doesn’t have time to Blog regularly, film them instead.

For more, check out the book Content Rules.