You may already do content marketing for your brand; perhaps it’s something you’ve been doing for a long time now. Still, it never hurts to be reminded of the fundamentals—the basic dos and don’ts that will keep your content marketing efficient, effective, and ever on track.
The ten rules we have compiled here are basic, but foundational: You won’t have a good content strategy without them, and you won’t get results. And because these rules are so basic, we can say that they really are rules, more or less etched into stone. We doubt you will find many exceptions to these ten precepts.
So, with no further adieu… our stone tablets of content marketing:
- Thou shalt esteem quality over all else. Don’t commit idolatry with SEO gimmicks or fall into the heresy of content marketing “short cuts.” Everything you do should be in service of quality, first and foremost—content that is well-written, polished, organized, and value-adding. Sacrificing quality is content marketing’s cardinal sin.
- Thou shalt serve thy customer, for all thy days. Selfishness is another unforgivable offense. If you want your content marketing to be effective, you have to develop it in service to your customers and your audience, first and foremost; help, provide value, or simply entertain. By putting your customers first you will be, in effect, putting your brand first, as well.
- Thou shalt sell without selling. There’s nothing wrong with casting your products and services in the best possible light, of course—but content marketing is not about the hard sell. It’s about building relationships and trust over time. Don’t exasperate your audience by going into “sell” mode all the time; instead, entice them to your brand by offering free guidance and value.
- Thou shalt not market without a strategy. Hopefully, you have a marketing plan that you’re working from, or at the very least a written expression of your company mission, values, and goals. Make these documents your marketing Bible, and use them to guide you forward at all times.
- Thou shalt post new content regularly. If you’re not there, your customers won’t be, either. Feed the content monster and ensure brand visibility. Post new stuff regularly and consistently.
- Thou shalt write like a human, not like a corporation. People like doing business with other people, not with faceless corporate entities—so make sure you humanize your brand with a unique voice, with humor, with compassion, and more.
- Thou shalt not overdo it. Don’t spread yourself too think by attempting to post 10 times daily to a dozen different social platforms; be judicious and practical, and don’t bite off more than you can chew.
- Thou shalt not rush it. Content marketing is about building relationships—and that takes time. Don’t expect to see huge results overnight.
- Thou shalt review thy content marketing plan on a monthly basis. Audit your content and your strategy to make sure that you’re making an impact, and tweak/revise as needed.
- Thou shalt not forsake data. If you’re not tracking your results and measuring your profess, you have no idea whether you’re advancing toward your goals.
Follow these content marketing commandments and they will surely lead to some sublime reward; neglect them and there could be hell to pay.