Ground Rules for Content Marketing Done Right

MarketingProfs’ head guru, Ann Handley, recently released 10 Ground Rules for Content Marketers, a post of blogging and marketing tips for players in the content marketing scene that I’d be remiss to not share—taking Ann’s tips to heart of course!

Brand Journalism (often in the form of corporate blogs) is undoubtedly on the rise, as is all content marketing. According to a recent study of B2B marketers by the B2B Technology Marketing Community, 84% of marketers expect to generate MORE content in the upcoming year than ever before. The study revealed that a staggering 94% of marketers create NEW content from scratch, each and every time, without re-using previously developed content.

Here are a few of the most important (and perhaps fundamental) MarketingProf’s tips to keep in mind whilst developing and publishing content:

1) Tell the Truth & Cite Sources—Now this was a tip I thought might be too obvious to even be valuable, but after Ann commented on how often content is poached and re-used without citations, perhaps it is worth reiterating the basic rule: “give credit where credit is due.”

2) Keep Things Simple & Think Visually—For many content marketers, complexity can seriously hamper their ability to communicate those features and benefits that differentiate them from the competition. By keeping things simple, and showing rather than telling (think infographics and 3D Product Models) marketers can concisely communicate even the most complex stories in a simplistic way. Ann wisely points out, however, that one should “assume the reader knows nothing, but don’t assume the reader is stupid.”

3) Root Out Opposing Viewpoints—While I’m sure you’re never wrong, incorporating opposing viewpoints validates what you are saying by showing that you are aware of other opinions. This keeps your blog or marketing content from becoming one-sided and self-serving, and as Joe Chernov, VP of Content Marketing at Eloqua says, “There’s a name for something with a single point of view: It’s called a press release.”

In keeping with tips 1 and 2 that I just shared with you, I’m going to wrap this up with a wonderful infographic visual compilation of the tips Ann and Joe created…

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