Kings don't have a great history. They get overthrown. Beheaded. Or die on the toilet clutching a burger. Planning and delivering strategic, targeted, on-brand content customers love isn't easy. You don't inherit that kingdom overnight. You have to conquer it battle by battle. So what are the key kingmaker behaviours? Are there tricks to ruling your content, subduing stakeholders and securing prosperity for all? Using practical examples and stories, Sticky Content’s Catherine Toole shares the crown jewels of content tactics.

1. Content is king
(so don’t let it die on the toilet)
@catherinetoole
@stickycontent

3. In my career, I found that the best people are the
ones that really understand the content. And
they’re a pain in the butt to manage! But you put
up with it because they’re so great at the content.
Steve Jobs (1955-2011)

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7. “Biggest challenge? People just don’t get what it is…”
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11. 5 kingmaker tactics to take home

14. This month we’re working with…

16. “At the very least, have a
statement of intent for every
content item you produce...”

17. 2. Become loved by the people

18. 18
An extract from the foreword to
Content Strategy for the Web
(2nd Edition) by Kristina
Halvorson & Melissa Rach by
Sarah Cancilla, Facebook’s first
content strategist.

19. Sarah Cancilla’s top tips
19
Extract from the foreword of Content Strategy for the Web (2nd Edition)

20. 3. Have the common touch

21. ‘No institution can possibly survive if it needs
geniuses or supermen to manage it. It must be
organised in such a way as to be able to get
along under a leadership composed of average
human beings.’
Peter Drucker

24. Winter walks in the UK: top 10 trails
Hiking in the UK can be a rewarding, exciting activity for people of all ages and levels of
experience. Mountain Warehouse has compiled a list of the top ten hikes to be found in
diverse areas of the country, all for your walking pleasure. And when you’ve picked your
hike, head to our Walking section and pick up all the gear you’ll need.
1. Tackle one of Yorkshire’s Three Peaks – Yorkshire Moors
If you love to hike, but secretly fancy yourself as a bit of a climber, get up close and personal
with the Pen-y-Ghent. Prepare yourself for an exhausting climb that offers fantastic views
and an exhilarating descent. At the bottom you’ll find a gaping hole that extends two
hundred feet down into an underground river.
2. Hike to a medieval tower – Glastonbury, Somerset
Not just the home of loud guitars and hippies, Glastonbury is actually one of the most
mystical places in England, with holy wells and crumbling towers steeping the landscape in
history. Start at the Chalice Well, and take the path to the top of Glastonbury Tor and its
medieval tower.
3. Take on Striding Edge – Lake District
Like a little terror with your trekking? Striding Edge is a notoriously precarious walk, and
only for the hardiest of hearts (and most dedicated of mountain lions). This is a winding,
narrow path that leads up from Red Tarn to the summit of Helvellyn, in the Lake District.
4. Journey along the Coast to Coast – Lake District to Robin Hoods Bay
England's classic "Coast-to-Coast" walk is thought of by some as one of the top ten hikes in
the world. It traverses a long distance, from the Irish Sea to the North Sea, snaking through
three national parks: the Lake District, the Yorkshire Dales and the beautiful plains of the
North Yorkshire Moors.
5. Challenge yourself on England’s longest hike – Somerset to Dorset
The longest of the long England hikes has got to be the South-West Coast Path – at 630
miles. It will send you soaring to the heavens then plunging to sea level in the blink of an
eye. You can also expect sleepy fishing towns, bleak, antiquated landscapes and sandy
beaches with dramatic waves.
6. Walk along Hadrian’s Wall – Solwat Firth to the Tyne River
Built in 122AD to mark the northernmost outpost of the Roman Empire, Hadrian’s Wall
provides a historically rich spine from which numerous different routes begin. Both
scenically stimulating and an authentically educational experience, choose your route and
go accompanied by one of the most impressive examples of ancient engineering known to
the modern world.
7. Climb to the top of Ben Nevis – Fort William, Scotland
The hike up to the UK’s highest mountain is perhaps one for more experienced hikers, as it
is not without its dangers. The summit is 1,344m up, so leave plenty of time for your ascent.
The panoramic splendour of the view at the top is worth every trudging footprint.

25. 8. See prehistoric rocks on the Malvern Hills – Worcestershire and Herefordshire
A miniature mountain range, these hills contain some of the oldest rocks in Britain at 650
million years old. Prehistoric, challenging and steeped in history – what’s not to love? If you
want to experience the thrill of mountain climbing without the terrifying altitude, the Malvern
Hills is the place for you.
9. Walk along the white cliffs of Dover – Dover, Sussex
Discover the world famous white cliffs with this steep and dramatic walk. The legendary
coastal path offers unparalleled views of the English Channel and France. Other sights include
the crumbling remains of a military prison and an abundance of rare plants and wildlife
10. Hike to the top of Sugar Loaf – Brecon Beacons, Wales
This rocky – and sometimes treacherous – walk leads to the 600m high Sugar Loaf, one of the
most popular landmarks in Wales. Its highest point is a winding ridge that offers great views of
the Bristol Channel and the Malvern Hills. It can be dangerous, but as long as you come
prepared hiking at the Brecon Beacons should be a breeze.
Found a hike that excites you? Pick up all the equipment and
clothing you’ll need in our Walking section.

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42. “We have a really hard time separating
content from form. We have a really hard
time imagining what something says, what
its words are, might be disconnected from
how it looks — or more important that if
you are thinking about multi-channel
publishing, how it looks might need to be
different for every platform.”
Karen McGrane

44. • Email subject line

45. • Homepage teaser
• Tweet
• Related products link
• Meta description

46. • Landing page snippet
/ A-Z entry

47. • Mobile site

48. • Tablet site

49. 4. Rule with a rod of iron

56. 56
‘Measuring the
impact of written
content was voted
the trickiest aspect of
producing good
digital copy’
Sticky Content’s Annual State of
Digital Copywriting Survey 2013

57. 5. Make sure you have many heirs

60. Inspire a culture of idea generation

61. © Sticky Content Limited
Blog and video
• 211,000 page views
• 2500 inbound links from top 8 articles
• $2m sales

64. ‘My Crown is in my heart, not on my head:
Not deck'd with Diamonds, and Indian stones:
Nor to be seen: my Crown is call'd Content,
A Crown it is, that seldom Kings enjoy.’
Shakespeare, Henry VI

65. Shake it up, go and make some great content...
For your copy of the State of Digital Copywriting survey go to www.stickycontent.com/survey
@catherinetoole @stickycontent