News & Views from the Haus
4 Rules to Make Sure Your Content Marketing Doesn't Stink
Whether you’re creating a blog, a white paper or a custom magazine, your goal is the same: You want to engage with an audience by demonstrating your expertise on a topic.
But not all content will fulfill that goal. One example: An article titled, “Why (insert your company name here) is your best source for your hardware needs” is a thinly veiled hard sell that will turn off customers and prospects. Most people won’t read it, and those who do will feel tricked.
Your content marketing should do exactly the opposite: engage readers with advice, helpful tips and new ideas that will make them want to be fiercely loyal to your company. (This is especially true with millennials: One recent study by CrowdTwist noted that a majority of millennials are loyal to companies that engage them with helpful information.)
Here’s a quick litmus test to see if the content you’re creating meets the key rules of content marketing.
Once you come up with a topic for a blog post, magazine article or white paper, ask these questions:
- Is the topic of interest to your target audience?
- Does it position you/your company as an expert on the topic?
- Does it provide advice or new ideas that will be helpful to readers?
- Is it a hard sales pitch for your company?
Let’s look at an example using these questions. If you’re in the pet industry, you might write an article for your company’s publication or website titled, “10 ways to keep your pet cool on a hot day.” Now, put yourself in a reader’s position and answer the questions.
- Is the topic of interest to your target audience? (It should be. It’s summertime. . .who doesn’t want to make sure their furry friend stays cool?)
- Does the topic position you as expert? (Again, it should. Presumably, a business leader in the pet industry, will be able to speak as an authority on this topic.)
- Does it provide advice or new ideas that will be helpful to readers? (Since the title promises “10 ways” to keep pets cool, it clearly will provide tips and ideas.)
- Is it a hard sales pitch for your company? (If the writer sticks with 10 tips, there will be no hard sales pitch involved.)
This topic passes the test! Keep these four questions in mind next time you’re creating content marketing and you’ll be on top of the game.
Need help with your content marketing strategy? The Rufhaus team helps companies build powerful brands—and profits—in the form of magazines, guides and white papers that can live in print and digital formats, including blog posts and social media platforms. Schedule a free consultation with us today!








