The Content Rules is a book from authors Ann Handley and C.C. Chapman which acts as an incredible, and completely credible guide for anyone putting themselves out on the net. Whether it be through blogs, E-books, or even YouTube videos, it’s a great resource to understand some of the basic principles of what makes great content.
Ann Handley and C.C. Chapman boil down content to 11 simple principles. Some of these simple principles seem just that on the surface, simple. When you really dive a bit deeper into it however, easy ideas like #4 “Speak Human” are often harder than you think. Especially when writing, and being our own critics, it’s astounding how often we over speak, over indulge in big words, and complex ideas to make our thoughts sound so much more interesting. So we think. But, the reality is, we all often forget who we are talking to, and what we are talking about when we get the chance to edit and filter ourselves so much through written and video content. Trying to perfect each sentence, and idea and structure, we often forget who our audience is, and what they expect from our content.
“Know yourself better than anyone. Get your brand story straight and give voice to your distinctive point of view based on your mission and attributes.” ~ The Content Rules
Elements like this are found throughout The Content Rules. Even within the content itself, the book follows it’s own rules to draw you in to the conversation it is trying to have with you. The easy language, lightheartedness and regular jokes and jives help illustrate various points throughout the text.
The modern internet is no longer about simply having the most and best facts available to all, but really about building relationships, conversations, community and a story about your brand. The Content Rules does a good job of teaching you how to do so, and what pitfalls to avoid along the way.
It’s also not pushy about how it does so. With internet content, there is no strict right or wrong, but there are elements of what we publish that will fit better, or worse with who we are and what we are trying to accomplish. The best take away I got from my reading, is exactly that. Know who you are, know who you are trying to connect with.
“Does it sound condescending to instruct you to ‘speak human’? We don’t mean it to be; instead, we are imploring you to create content that sounds as though a person, not a corporate department, fashioned it. How? Simply: Write the way you talk.” ~ The Content Rules
For my YouTube friends, the book also focuses on what we can do to set ourselves apart from others. Though a good deal of the content is focused on businesses, branding in general is still very relevant to what you and I do, and is critical to growing our audiences and building communities.
Though you won’t find hardcore specifics of what hardware to pick up, or what games to cover, the principles of marketing yourself and your brand illustrated in The Content Rules still apply. Most people starting up YouTube gaming channels don’t have marketing degrees, and years of experience. The biggest downfall is seeing something you enjoy watching, and copying it exactly, like the many versions of the infamous PewDiePie to be found out there.
What the book will help you through however, is how to create your own story. How to be real. The simple question of “Why would the people I want to reach want to watch this?” is something a great deal of content creators for YouTube forget to answer. It also touches on the point that you don’t need to have a video go viral to be successful. Steady commitment to being who you are, and how your brand yourself is just as important as getting a million views.
“Video has the potential to tell a more powerful story than text or audio, so you have a tremendous opportunity to create something truly memorable.” ~ The Content Rules
The Content rules is a great source of inspiration, and guidance for anyone publishing content online. Whether you are a casual blogger, or YouTube channel, or manage a massive online sales company, the principles found throughout the text are sound areas to begin your foray online. The lightly written, and illustration filled book is not only easy to read, but it in fact demonstrates it’s own principles as you move from chapter to chapter. The authors do a stellar job of following their own rules throughout the book. I would definitely recommend The Content Rules as a great source for those just starting off, or those who have been in the game for awhile and want to evaluate more insight to help their brands grow.
As always, thanks for reading, and make sure comment below and let me know who you are and how you hope to bring your content to life!































