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THE 3 RULES OF 

CONTENT MARKETING CLUB
Unlike Fight Club, 

Content Marketing Club isn’t a secret.



You’re also extremely unlikely 

to get your nose broken in...
RULE #1
DOCUMENT A CONTENT
MARKETING STRATEGY.
Just producing great
content isn’t enough.
You need to know what your
goal is and how you’re going to
use content to achie...
This may sound like a no brainer, but …

Only 37% of Australian marketers
employing content marketing
have a documented st...
RULE #2
START WITH AN AUDIENCE.
“Duh”
But one of the myths of the recent
content marketing revolution has been
the belief that you don’t need to start
wit...
This is even more of a delusion
than Fight Club’s Tyler Durden.
Even with paid amplification, a great strategy and talented writing,
it’s going to take you upwards of 18 months to build ...
The logical solution is to work with
someone who already has a relationship
with the audience you need.	
  
Having built t...
RULE #3
CREATE CONTENT FOR 

THE AUDIENCE FIRST.
The price of entry into content marketing is engagement – 

if you’re not genuinely engaging your audience, you’ll get no ...
Advertising can do a great
job of pushing an idea in
front of us, but content
requires our permission. 



Therefore, if y...
For this reason internal company staff and promotional copywriters
are less likely to have the skills and instinct require...
To achieve greatness in content marketing 

obey the 3 rules of Content Marketing Club:
Document a content marketing strat...
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The 3 Rules of Content Marketing Club

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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

Veröffentlicht in: Marketing
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The 3 Rules of Content Marketing Club

  1. 1. THE 3 RULES OF 
 CONTENT MARKETING CLUB
  2. 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. 3. RULE #1 DOCUMENT A CONTENT MARKETING STRATEGY.
  4. 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. 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. 6. RULE #2 START WITH AN AUDIENCE.
  7. 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. 8. This is even more of a delusion than Fight Club’s Tyler Durden.
  9. 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. 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. 11. RULE #3 CREATE CONTENT FOR 
 THE AUDIENCE FIRST.
  12. 12. The price of entry into content marketing is engagement – 
 if you’re not genuinely engaging your audience, you’ll get no play. 

  13. 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. 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. 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

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