- Content is a cookie, and once they're done eating it, they should want more.
- Tell a story.
- Tell your story one snippet at a time. Being too broad makes you boring.
- The hook comes first.
- If you can’t be the most fascinating, don’t bother.
- Be authentic.
- Respect the attention deficit of your audience.
- Putting barriers to your content is a stupid idea.
- Your website is not the center of the universe and people don’t really want to come to you.
- Don’t be so arrogant as to think anybody is listening.
- Twitter is a content distribution platform.
- Spread the love. Don’t just share your own stuff...It makes you more credible.
- Design still matters. You have to go through the eyes to get to the brain.
- Educate people enough to do business with you.
- Your customers' first 50 questions are your first 50 blog posts.
- What’s old is new again. It’s okay to re-purpose old content (try turning an old whitepaper into a podcast).
- Talk like your customers do. Don’t use your own internal language.
- If you build an army of loyal fans and followers, they will defend you against negativity.
- Google auto-suggest is a great place to get content ideas (and see what people are searching for).
- Create a customer who creates a customer.
- Go where the puck is going to be, not where it is now (that’s a hockey metaphor).
- Be timely. If you wait to see if it’s okay with the lawyers first you will miss your opportunity to be relevant.
- Just because the CEO wants to write on the blog, doesn’t mean you should let them. Hire a real copywriter.
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