Sonja Jobson’s "12 Most Worthwhile Rules for Creating Incredible Content" are so worthwhile that CyberAlert combined them into an easy-to-digest SlideShare. Click through to view best practices PR and marketing professionals can use when creating all types of content.
3. 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.
5. 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.
7. 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.
9. 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.
11. 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.
13. 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.
15. 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.
17. 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.
19. 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.
21. 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.
23. 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).