Klaus learns that not all content is created equal and sets about discovering what he needs to do to stand out from the noise. A content creation manifesto by Most Contentious.

1. the little book of
super-sticky content
by
Katherine Drew
Justine Webse
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2. This is Klaus.
He lives in a busy, noisy world.
Klaus likes to be noticed, but he
is finding that his advertising and
PR efforts are no longer attracting
the attention he seeks.
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3. Klaus starts tweeting, blogging
and creating hang-outs wherever possible.
He tweets about his luxurious African safari.
He blogs about his new bespoke shoes.
He Instagrams his breakfast daily.
Nobody seems to care ...
Klaus feels more unloved than ever.
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4. Klaus hasn’t grasped that all media is now social; he must
rely on networks to speak for him and allow others to
create the story (with just a little inspiration from him).
“Guys, listen! I am “One cat’s breakfast is another’s
extremely interesting!” pinterest pic, youtube vid or tweet.”
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5. So, he sets out to do some serious soul-searching
and find his ‘inner customer’.
... Klaus emerges from his sabbatical enlightened.
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6. Klaus sees the world through
new eyes.
He now knows he needs to get
interactive with his marketing.
He needs content (not straight
ads) that both his loyal and
prospective customers can
learn from, be entertained by,
comment on, follow and share
with others.
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7. Klaus looks around and sees
content everywhere.
He sees content done well
and not so well.
He knows he can produce
content in two basic ways:
1. As a curator (find it and
share it from elsewhere)
2. As an originator/author
(i.e. make it himself)
Either way, Klaus knows his content
must ‘stick’ to his customers all the
way through the buying cycle.
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8. To create his super-sticky content
Klaus now understands he needs to:
• Think like a writer not a salesperson.
• See his product through his
customers’ eyes.
• Create dialogue not monologue.
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9. Klaus sets about making his super-sticky content,
always applying these principles:
• It’s not content unless it serves a purpose that
aligns to the brand.
• The channel and the content must complement each other.
• If you can’t say something useful, don’t say anything at all.
• Build community and dialogue over the long term.
• Be reciprocal and responsive; don’t just push content out.
• Be ambitious but accurate and balance timeliness
with perfection.
• Give something worth getting.
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10. mostcontentious.com
Klaus gets busy living happily ever after.
He finds his world far less noisy and
loves the attention he receives from
his customers.
(He still Instagrams his breakfast
now and then, but only when it’s
relevant to his audience.)

11. Want to talk content?
Find us:
@mostcontentious
www.mostcontentious.com
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