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Rules for Creating Great Content

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Rules for Creating Great Content

Here are some of the rules for creating content:

  1. Show, don’t just tell: Rather than focusing on why your product is great, show people. This can be accomplished through well-crafted case studies (also known as success stories). This type of content draws people in because everyone wants to achieve success. You can create case studies by focusing on a problem faced by a customer, how your product helped solve it, and what the results were.
  2. Stoke the campfire: Try creating content that gets a conversation started. Remember those childhood overnight camp outs? The best times are often had around the campfire. And content that is highly sharable will spark a flame that will care it to other places. This type of content could include new trends in your industry.
  3. Play to your strengths: Do you have a radio voice but can’t write at all? Perhaps you should be focusing on podcasts instead of white papers. Maybe you’re really good on camera? Focus on where your strengths are and produce content in your comfort zone.
  4. Speak human: The people you are targeting are not search engine spiders and are likely not as technically knowledgeable as your engineering team. Speak to people in a voice they understand. That means losing complicated jargon and instead adopting a conversational writing style.
  5. Reimagine: Have you got some great content that is sitting idle? How about repurposing it. For example a great presentation can be transcribed and turned into an ebook.

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