{"id":21472,"date":"2018-05-31T08:27:24","date_gmt":"2018-05-31T12:27:24","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=21472"},"modified":"2024-07-24T02:05:42","modified_gmt":"2024-07-24T06:05:42","slug":"5-content-marketing-rules","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/5-content-marketing-rules","title":{"rendered":"A Guide to Content Marketing, 5 Rules Thou Shalt Adhere To"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Guide_to_Content_Marketing_5_Rules_Thou_Shalt_Adhere_To\"><\/span><strong><span style=\"font-family: verdana, geneva, sans-serif;\">A Guide to Content Marketing: 5 Rules Thou Shalt Adhere To<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69dbf96e70d50\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69dbf96e70d50\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\/#A_Guide_to_Content_Marketing_5_Rules_Thou_Shalt_Adhere_To\" title=\"A Guide to Content Marketing: 5 Rules Thou Shalt Adhere To\">A Guide to Content Marketing: 5 Rules Thou Shalt Adhere To<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\/#1_Thou_Shalt_Document_Thy_Content_Marketing_Strategy\" title=\"#1 Thou Shalt Document Thy Content Marketing Strategy\">#1 Thou Shalt Document Thy Content Marketing Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\/#2_Thou_Shalt_Monitor_Thy_Audiences_Pulse_Journey\" title=\"#2 Thou Shalt Monitor Thy Audience\u2019s Pulse + Journey\">#2 Thou Shalt Monitor Thy Audience\u2019s Pulse + Journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\/#3_Thou_Shalt_Tread_On_Unknown_Waters\" title=\"#3 Thou Shalt Tread On Unknown Waters\">#3 Thou Shalt Tread On Unknown Waters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\/#4_Thou_Shalt_Choose_Social_Media_Platforms_Carefully\" title=\"#4 Thou Shalt Choose Social Media Platforms Carefully\">#4 Thou Shalt Choose Social Media Platforms Carefully<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\/#5_Thou_Shalt_Measure_Thy_Success_Against_Key_Metrics\" title=\"#5 Thou Shalt Measure Thy Success Against Key Metrics\">#5 Thou Shalt Measure Thy Success Against Key Metrics<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Content marketing is the holy grail for marketers today. Only <a href=\"http:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2013\/10\/B2B_Research_2014_CMI.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">7% of B2B marketers think otherwise<\/a>. We don\u2019t quite know why they\u2019re keeping away but hope the realization dawns upon them soon. After all, <a href=\"\/\/www.demandmetric.com\/content\/content-marketing-infographic\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">it costs 62% less and generates 3x as many leads as outbound marketing<\/a>. Having said that even those who do swear by it don\u2019t necessarily achieve all the goals they set out to accomplish. They fail miserably and fall with a thud. If this resonates with you then you are not alone. <\/span><span style=\"font-weight: 400; font-size: 14pt;\">You fail because you overlook the most basic rules of content marketing. Now, if you want to mend your approach, we suggest you play the game by its rules. So, let\u2019s take a look at what these 5 content marketing rules are, shall we?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Thou_Shalt_Document_Thy_Content_Marketing_Strategy\"><\/span><b>#1 Thou Shalt Document Thy Content Marketing Strategy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">The first of all content marketing rules is a pretty simple and straightforward one. Sit down, brainstorm, strategize, document, and execute. Many marketers find working out a strategy on papers quite tedious &#8211; but who said it was going to be a cakewalk anyway. If you\u2019re a marketer then you need to not only wrap your head around the product but also understand the nuances of the industry.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">B2B marketers who have a documented strategy are 25% more effective than their peers who don\u2019t have one. And, <a href=\"https:\/\/blog.hubspot.com\/marketing\/content-marketing-plan\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">43% of B2C marketers<\/a> who have a documented strategy are able to successfully track their ROI. Clearly, having a roadmap that includes goals, tactics, KPIs, metrics enable marketers to understand how their content is helping them reach their business goal. Moreover, it\u2019s going to be time-saving because <a href=\"https:\/\/blog.hubspot.com\/marketing\/content-marketing-plan\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">you can easily replicate what got you results<\/a>.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"642\" height=\"483\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/CMI-Documented-strategy.png\" alt=\"content marketing rules\" class=\"wp-image-21480\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/CMI-Documented-strategy.png 642w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/CMI-Documented-strategy-300x226.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/CMI-Documented-strategy-600x450.png 600w\" sizes=\"(max-width: 642px) 100vw, 642px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/neilpatel.com\/blog\/38-content-marketing-stats-that-every-marketer-needs-to-know\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Thou_Shalt_Monitor_Thy_Audiences_Pulse_Journey\"><\/span><b>#2 Thou Shalt Monitor Thy Audience\u2019s Pulse + Journey<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Something to divert your mind before we discuss the second rule. Allow us to introduce you to our imaginary, adopted cat at work. She\u2019s now responding to the name Bella! She likes to sit by the window and daydream. She\u2019s a big ball of fur and we can\u2019t help but spoil her with love! The other day, however, she fell terribly sick (wouldn\u2019t cuddle or eat properly) and we ended up spending an afternoon at the vet. We were told that our Bella had developed pollen allergy. This meant we were allowing her to spend hours by the window when she should have been inside, distracting us. Good news is that she\u2019s much better now, responding to her treatment. She\u2019s learning to throw tantrums but which cat doesn\u2019t?!<\/span><\/p>\n\n\n\n<center><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/6QPmB6phnkxTW\" width=\"384\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/center>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Coming back to the second rule, your content needs to be in sync with your buyer\u2019s needs. If you\u2019re randomly sending out content, then you are almost never going to see quality leads walk into your funnel. You would end up failing your customers like we failed Bella for a brief while \ud83d\ude41 . However, you can always learn from your mistakes and give your prospects and customers what they are most receptive to. For example, <a href=\"http:\/\/www.demandgenreport.com\/resources\/research\/the-2017-content-preferences-survey-report\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">someone at the middle of the funnel will find a case study more engaging<\/a> when researching for solutions than someone who is sitting at the top of your marketing funnel. Similarly, someone who is at the bottom of the funnel will respond better to your \u2018free trial\u2019 than a \u2018how-to\u2019 blog. In fact, according to the Custom Content Council, 61% consumers feel better when a company delivers custom content and 90% find it helpful and end up making a purchase. How about you follow the lead?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Thou_Shalt_Tread_On_Unknown_Waters\"><\/span><b>#3 Thou Shalt Tread On Unknown Waters<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">This means gathering the courage to experiment with alternative content types like videos, podcasts, virtual reality, and interactive calculators and quizzes, etc. These formats are far more engaging, in-demand, and loved by people. At the same time, these experiences also help you gain market intelligence. Obviously, you will need to first understand which of the newer formats best suits your niche. For example, it\u2019s a good idea for you to create virtual tours of houses if you are a real estate marketer. Your prospects will be more than happy to see their future homes even before they are ready.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Talking about <a href=\"https:\/\/outgrow.co\/blog\/interactive-content-future\">interactive content<\/a>, it can once again be <a href=\"https:\/\/outgrow.co\/blog\/generate-qualified-leads\">a huge value-add<\/a> for you and your customers. Through the quizzes and calculators, you can ask questions that can help you build your customer profile. You can then target them through a series of marketing campaigns. Take, for example, this calculator on the Aizman Law Firm\u2019s website. They aren\u2019t exactly focusing on their services but they are educating their prospects about BAC and Californian laws. This calculator is also interesting because the results are calculated on the basis of your personal drinking habits and not dull facts in some rulebook!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"487\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Aizman-calculator-content-marketing-rules.png\" alt=\"content marketing rules\" class=\"wp-image-21477\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Aizman-calculator-content-marketing-rules.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Aizman-calculator-content-marketing-rules-300x146.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Aizman-calculator-content-marketing-rules-768x373.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Since we also mentioned videos, let us tell you &#8211; thanks to technology &#8211; they aren\u2019t as expensive to create as they were a couple of years ago. Moreover, they help viewers retain <a href=\"http:\/\/www.insivia.com\/50-must-know-stats-about-video-marketing-2016\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">95% of the message as compared to 10% when they read the text<\/a>. To add to it, they are visually engaging and <a href=\"https:\/\/research.hubspot.com\/content-trends-preferences?_ga=2.42774949.1230711390.1527499498-635188923.1520936726#video\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">53% of people want to see video content from marketers<\/a>! All of these factors can work in your favor to boost your online reach and create brand awareness. So, go ahead. Tell your story through videos.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"714\" height=\"458\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Hubspot-videos-stats.png\" alt=\"content marketing rules\" class=\"wp-image-21478\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Hubspot-videos-stats.png 714w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Hubspot-videos-stats-300x192.png 300w\" sizes=\"(max-width: 714px) 100vw, 714px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/research.hubspot.com\/charts\/people-want-more-video-content\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Thou_Shalt_Choose_Social_Media_Platforms_Carefully\"><\/span><b>#4 Thou Shalt Choose Social Media Platforms Carefully<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">This is your ONE chance to confess your social media sin(s) to Bella. She doesn\u2019t judge! Take your time. Done? Now start off fresh and learn to choose your social content promotion channels wisely. But, before that ask yourself a very important question: \u2018Where are my customers?\u2019 If it helps, Neil Patel in his <a href=\"https:\/\/neilpatel.com\/blog\/how-to-make-social-media-marketing-work-for-your-business\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">blog<\/a>, says, \u201cB2B marketing tends to work well on Facebook and LinkedIn more than other social channels.\u201d Now you know where you need to be? Yes, be where your prospects are, have a <a href=\"https:\/\/niftypm.com\/blog\/strategic-roadmap\/\">strategic roadmap<\/a>, and don\u2019t distribute your content without a plan.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>Here\u2019s bonus advice<\/strong>: Stop annoying your audience with SAME eye-numbing content everywhere. Adjust your content copy based on where you\u2019re posting it. On Medium, an in-depth and long-form content works and for Facebook try a mix of short copy, graphics, and videos. If you\u2019re thinking of Pinterest then ideally you should post infographics and step-by-step guides. Go all-out publishing stories on Instagram. Include doodles, typography, and shadows. In fact, now that we&#8217;re on the topic, here&#8217;s a kickass <a href=\"https:\/\/blog.hootsuite.com\/instagram-story-hacks\/\">blog offering hacks for Instagram stories<\/a> by Hootsuite. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">To summarize, study what content type works on which content platform for your niche. This <a href=\"https:\/\/blog.bufferapp.com\/what-to-post-on-each-social-media-platform\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Buffer blog<\/a> can help you figure that out. Most importantly, allow your brand personality to come through your posts. We\u2019re not trying to pull a joke but don\u2019t appear schizophrenic (different you on different networks)!<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Thou_Shalt_Measure_Thy_Success_Against_Key_Metrics\"><\/span><b>#5 Thou Shalt Measure Thy Success Against Key Metrics<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We come full circle with this last and final rule. Every content campaign that you run should be reviewed against key metrics. There\u2019s no point in publishing any piece of content if you\u2019re not checking how it\u2019s performing. Are people warming up to your brand? Are they converting from random visitors to quality leads? What\u2019s the bounce rate? Have queries started coming in? How many are organic leads? What\u2019s my lead-close rate? Has the engagement on a social platform amplified? These checks should be systematic not occasional. We know it can be nerve-wracking to know the results but if you don\u2019t then how will you <a href=\"https:\/\/www.entrepreneur.com\/encyclopedia\/benchmark\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">benchmark your success<\/a>?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Ideally, you should shortlist at least 5 key metrics that matter the most to your organizational goals. Once those are finalized you can track them using Google analytics or whatever other analytics tools you are most comfortable using. The numbers should be able to help you alter your approach and optimize your strategy. As Peter Drucker says, \u201cWhat gets measured, gets managed\u201d!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"1004\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Peter-Drucker-quote.png\" alt=\"content marketing rules\" class=\"wp-image-21479\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Peter-Drucker-quote.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Peter-Drucker-quote-150x150.png 150w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Peter-Drucker-quote-300x300.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/05\/Peter-Drucker-quote-768x768.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Other than following Content marketing rules, we also ask you to be observant of the changing landscape of content marketing. Anticipate trends as much as you follow them. Staying updated is a sure-shot way you can synergize your content marketing efforts! By the way, you can check out this <a href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\">10-point checklist<\/a> to know if your efforts will really pay off!<br>Are you up for it?<br>PS: Bella says, \u201c<em>Bon courage<\/em>\u201d!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/app.outgrow.co\/signup\"><img decoding=\"async\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png\" alt=\"General CTA\" class=\"wp-image-46895\" width=\"886\" height=\"181\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-768x158.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6.png 1198w\" sizes=\"(max-width: 886px) 100vw, 886px\" \/><\/a><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>A Guide to Content Marketing: 5 Rules Thou Shalt Adhere To Content marketing is the holy grail for marketers today. Only 7% of B2B marketers think otherwise. We don\u2019t quite know why they\u2019re keeping away but hope the realization dawns upon them soon. After all, it costs 62% less and generates 3x as many leads&#8230;<\/p>\n","protected":false},"author":17,"featured_media":49018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[267],"tags":[112,98,198],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Guide to Content Marketing: 5 Rules Thou Shalt Adhere All Times<\/title>\n<meta name=\"description\" content=\"Content marketing is the holy grail for marketers. But, it may not work if you don&#039;t follow the most basic content marketing rules? 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