The 10 Content Marketing Commandments for 2018   - Carney
The Daily Carnage

The 10 Content Marketing Commandments for 2018  

Jay Baer’s serving up some gospel truth in today’s Read. He and his team compiled a list of how they advise clients to create better content. The list, of course, is very on-brand for Baer—a cheekier way of documenting those superfluous marketing do’s and don’ts of 2018.

  1. Thou Shalt Not Engage in Random Acts of Content: Have a strategy and an editorial calendar, and stick to it.
  2. Thou Shalt Not Be a Content Coward: Have the courage to be specific about your topic and point of view. Content that’s about everything is about nothing.
  3. Thou Shalt Not Embrace False Metrics: The goal is not to be good at content. The goal is to be good at business because of content. (More on the four types of content metrics here.)
  4. Honor Thy Audience as a Messenger: Find ways to encourage your audience to create content. It is often more successful and persuasive than company-created content.
  5. Thou Shall Be Mobile-First (For Real): Duh, mobile is important. But mobile-first means actually using the mobile view as the primary visual canvas.
  6. Thou Shall Create Talk Triggers: Talk Triggers are purposefully created differentiators that make word of mouth involuntary. Here’s a great one from LinkedIn.
  7. Thou Shall Atomize Content: Take your big content executions and deconstruct them into a series of smaller, nimbler content executions.
  8. Thou Shalt Not Cross-Post. While atomizing your content, however, you should not be posting the exact same thing in multiple places.
  9. Thou Shalt Not Pray at the Altar of Volume. Creating more content is not a measure of success.
  10. Thou Shall Covet Moving Pictures. If it doesn’t move, it may be a snooze. (Make it a video.)

You’ll want to read this in full for all of Jay’s witticisms and more details on these content marketing “commandments.”


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