Breaking the Rules!!
Taken from “These Content Marketing Rules Are Made to Be Broken” by Ann Gynn
Are we to follow the “rules” to create our content marketing?
“NO!” stated 23 experts who made presentations at Content Marketing World 2020…
They cautioned breaking the rules requires thinking and exploration…
Rules that cry to be broken…
Stick to what works (NO)
The content marketing landscape changes quickly; new technology, shifting audience trends…
Content marketing strategy should be versatile and willing to try new channels…
Constantly working to understand the audience…
Follow the Formula (NO)
We often start with a formula…when creating emails, web copy, etc…
Know your audience…ask the hard questions…don’t be overconfident…
Can make you risk-averse…risks are always worth taking…
Repeat what works elsewhere (NO)
Stop copying what others do…
Stop the template approach…
Pick one thing you assume to be true and “flip” that assumption…
(I really love this)…
Focus on Benefits (NO)
Stop talking about benefits…
your buyers see the same benefits from others in your market…
Tell them why you are best qualified to deliver those benefits…
People have short attention spans (NO)
Don’t believe it!...
If you deliver valuable content, you have their attention…
People don’t like long content (NO)
Reject the notion…
If content “hooks” and satisfies, audiences will stay with it…
If that story warrants an hour-long podcast or 3-part series, make it so…
Finding this information has value, I wanted to share it with you all...
I will add additional reasons to break the rules in future emails…
Take care and know I value you!
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