Unlike Fight Club, Content Marketing Club isn’t a secret. You’re also unlikely to get your nose broken. Yet very few people know its rules. Just for you, here they are. #ContentThatMoves

1. THE 3 RULES OF
CONTENT MARKETING CLUB

2. Unlike Fight Club,
Content Marketing Club isn’t a secret.
You’re also extremely unlikely
to get your nose broken in
Content Marketing Club.
Yet very few people know its rules.
Just for you, here they are.

3. RULE #1
DOCUMENT A CONTENT
MARKETING STRATEGY.

4. Just producing great
content isn’t enough.
You need to know what your
goal is and how you’re going to
use content to achieve it.

5. This may sound like a no brainer, but …
Only 37% of Australian marketers
employing content marketing
have a documented strategy.
Those with a documented
strategy are FOUR TIMES more
likely to be rated ‘most effective'
with their content marketing.
YOU NEED ONE.
Percentage of marketers with a documented
content marketing strategy, by effectiveness
Most effective Average Least effective
13%
37%
55%
Source: ADMA & CMI 2015

6. RULE #2
START WITH AN AUDIENCE.

7. “Duh”
But one of the myths of the recent
content marketing revolution has been
the belief that you don’t need to start
with a readership.
Either they’ll come flocking when you
publish, or you can build it quickly.

8. This is even more of a delusion
than Fight Club’s Tyler Durden.

9. Even with paid amplification, a great strategy and talented writing,
it’s going to take you upwards of 18 months to build a meaningful
and engaged audience that will come back for more.
Meaning you’ll need to wait even longer to see results.
BUZZFEED’S ‘OVERNIGHT’ SUCCESS
It actually started in 2006
Global users per month

10. The logical solution is to work with
someone who already has a relationship
with the audience you need.
Having built that audience, they’ll
know how to engage them too.

11. RULE #3
CREATE CONTENT FOR
THE AUDIENCE FIRST.

12. The price of entry into content marketing is engagement –
if you’re not genuinely engaging your audience, you’ll get no play.

13. Advertising can do a great
job of pushing an idea in
front of us, but content
requires our permission.
Therefore, if your content
marketing reads like
advertorial it will lose this
permission and fail the
second rule of Content
Marketing Club.

14. For this reason internal company staff and promotional copywriters
are less likely to have the skills and instinct required to truly engage
a readership.
This is where seasoned journalists - who have earned their living
through creating content their audience wants – add so much value.

15. To achieve greatness in content marketing
obey the 3 rules of Content Marketing Club:
Document a content marketing strategy
Start with an audience
Create content for the audience first
Find out more:
www.cirrusmedia.com.au
@Cirrus_Media