1. Have an opinion. Take a stand. Believe in something. Be passionate. Angry. Sarcastic. Funny. Righteous. My first blog... in 1997!
2. Back it up. No free lunch. If you want respect, back up your opinions. Use facts, logic, insights, observations, examples. OPINION: ROI is driving brands toward commoditization >> BACK IT UP: Imaginary conversation illustrates the point to make it undeniable >>
3. Don’t talk shit. Never bad-mouth a competitor. Take the high road. Point out a wrong, but do it intelligently. Don’t just talk shit for the sake of sounding cool. You look dumb.
4. Keep it snacky. Make your content bite-sized so people can digest it easily. Long, blocks of text are guaranteed to be ignored. LEARN FROM THE PROS Keeping it short and sweet >>
5. Organize. Snacky doesn’t necessarily mean short. You’re creating content. Sometimes a resource needs to be thorough to create value. Break it up. Make it easy to read. Use subheads and short paragraphs. <ul><li>My most popular post ever (on iMediaConnection) was long as hell, </li></ul><ul><li>but 50,000+ read it the first week. </li></ul><ul><li>Consistent format for each example (Megatrend, Brand that gets it) </li></ul><ul><li>No paragraph more than 2-3 sentences </li></ul><ul><li>Videos, art are part of the story </li></ul>
6. Use pictures (or videos). Make it fun to look at your post. Info-graphics come in many forms.
7. Titles that don’t suck. Spend more time on your title than any other part of your post. If the title isn’t compelling, you can bet that no one is going to read past it.
8. Build a format. If you want to build a following, give them something to follow. Consistent themes convey what’s going to be ahead—in this post and the next.
9. Use key words. Make your content discoverable. Try to include keywords in your title, content and tags. WHEN BUZZWORDS ARE OK Everybody’s talking about Content Strategy >>
10. Share. Create a karmic circle. Share other people’s stuff and they’ll share yours.