The document provides 10 tips for content marketing success. It advises marketers to know their brand identity, differentiate themselves from competitors through innovation, maintain consistent quality content to build a loyal following over time, target both mass and niche audiences personally, encourage customer loyalty through incremental commitments, build engaged online communities, utilize stealth product placements, adapt quickly when strategies aren't working, leverage technology strategically to educate and entertain audiences, and learn from failures without being defeated by them.

1. Annie Yang
Content Marketing
UCSD Extension
November 2016

2. “Learn from
the mistakes
of others. You
can’t live long
enough to
make them
all yourself."
-Eleanor
Roosevelt

3. 1. Look in the Mirror – Know who you are and know
your brand’s DNA.
2. Be Unique, not Ubiquitous – Differentiate and innovate
to avoid oversaturation.

4. 3. From Fad to Fab – Don’t be a one-hit wonder, but keep
releasing hits in order to be legendary.
4. Address the Masses, but Appeal to the Individual – Be
relatable and inspiring to all, but target the individual
who purchases.

5. 5. Give a Mouse a Cookie and He Will Ask for Milk –
Customers who make an initial investment may have a
likelier chance to continue the relationship.
6. Hive Mind – Build communities to share stories and
encourage new members.

6. 7. Clandestine Product Placement – Engage in stealthy
promotions by influencers, celebrities, bloggers.
8. Adapt or Die – Know what works and what doesn’t and
if it doesn’t, be quick to change directions.

7. 9. Own Technology, Don’t Let It Own You – Don’t overdo.
Send educational & entertaining messages to spark interest.
10. FAIL, but Don’t Fall – Understand that not everything
will be a success. Accept failure, but don’t fall because of it.