Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

Chapter 2

The Content Rules

Now is probably a good time to clarify and expand on a really important point: creating awesome content is critical—but it’s not enough. You must also develop material that meets a number of other objectives and is mindful of the conventions of good content—or (you knew this was coming!) the Content Rules.

In an age when more and more people are creating their own blog posts, filming videos, hosting webinars, and producing other content; when technology allows businesses to reach their customers directly; when customers are searching for information online and educating themselves about the products and services that interest them; when the idea of publishing material to reach a certain audience isn’t reserved for an elite few who can afford the printing and distribution costs; when anyone at all can be part of the media; and when companies need to sound like what they are—organizations run by actual humans—well, we need to discredit the notion that creating content is complicated and difficult.

We promised in the introduction that we weren’t going to spend a lot of time convincing you that the rules have changed—that product-centric communications sell your brand short. And we won’t. Instead, here is a concise and easy-to-share list of 11 rules to help set you on the right path.

We’ve already been talking about the first Content Rule, “Embrace being a publisher.” We’ll go into more detail about the others, too. But without further fanfare, we present. ...