12 most worthwhile rules for creating incredible content

Companies with something to promote produce most of that content. I’m sure you’ve noticed that some of this content is helpful, entertaining, enlightening and thought-provoking. But some of it is downright awful.

If you produce content to market your business, this list of 12 rules for creating incredible content will help you maintain a permanent residence in the first group and effectively avoid the latter:

1. Cater to your prospects-not your peers.

It’s an easy trap to fall into: creating content we think will be impressive in our industry. We like to talk about the latest techniques, most advanced technologies and most impressive approaches.

But you need to ask yourself: Does the content I produce attract prospects or simply impress other people in my line of work?

Chances are the type of information your prospects want is entirely different from the type of content your colleagues will compliment you on.

2. Learn that everything is content.

It’s a big mistake to think too narrowly about content. Yes, blog posts, videos, podcasts, webinars and infographics are popular forms of content, but content covers a far broader scope.