A mouthful of a title and a whale of a claim! Can content really “ignite your business?” When I think of ignite, I think of the annual Christmas tree bonfire when I was a kid. This is back in the day when everyone in the community purchased authentic, hardwood pine trees. So when Christmas was over, there were thousands of Christmas trees donated for the city bonfire.
It was an ignition when those trees were lit. That’s what I think of when I think ignite – that steady flame that then bursts into a raging inferno.
After reading Content Rules, Ms. Handley & Mr. Chapman have thoroughly convinced me (as has some of my very covert browsing across industry marketing leaders) that content driven marketing is not only the “thing” in the marketing industry, but it is now required in many industries with detailed buying processes. If you aren’t moving toward developing “killer blogs” and other content medias, then you will not only be behind the times, but you will soon grow into obsolescence. And we don’t want that, now do we?
Before writing a single word of text for your business…
…Handley & Chapman discuss going over the list of rules – not rigid, boring rules – but logical, those make sense, type of rules. Now, I’m not going to give away the read here. But I will tell you this much, these rules discuss how to make your brand…well, your brand by choosing the appropriate human voice, passion in your tone, and some how-to’s on keywords, blog posts, titles, and much more.
I liked this book because the first section visoncasts (this word is not my invention, because I’ve heard others use it – but I like to blend it into one word. It means to make the vision plain. To paint the canvas of where you are going.) the “why” behind content, then it flows into the “how” you actually get it done. Too many times, we start with the tactical and skip right over the strategic side of things. Start with the strategy. Then pull out the fun tactics and make the strategy work.
I cannot tell you how many times I’ve downloaded an Ebook or attended a “new, hip, cool, up-to-date webinar” and they have not solved a single problem I have, but rather create more problems for me and then SHILL their product on me at the end of it all! Don’t do this. Solve, be helpful. If you are helpful, and solve just a few of my smaller problems as a free customer, then more than likely you are going to have a better shot at helping me solving my large problems that your paid content solves.
I’ll leave you with one spoiler here. These are the 6 Characteristics of Good Content:
Content Rules is one of those books that you will turn to in reference when you are putting your latest marketing piece together. This book will be underlined, dogeared, and digested over and over. Marketing is constantly shifting and this is the direction it has gone. If you’re not producing content as a business/brand, then you need to start by just reading this book. If you are producing content, then this book will give you some fantastic tools to utilize quickly after each chapter.
Have you read this book? Let us know what you liked about it.
Lastly, if you would like helpful tidbits throughout the workday on producing content. Try following the authors of Content Rules on Twitter:
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