the little book of super-sticky contentby Katherine DrewJustine Webse

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This is Klaus.

He lives in a busy, noisy world.

Klaus likes to be noticed, but heis finding that his advertising and PR efforts are no longer attractingthe attention he seeks.

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Klaus starts tweeting, blogging and creating hang-outs wherever possible.

He tweets about his luxurious African safari.He blogs about his new bespoke shoes.He Instagrams his breakfast daily.

Nobody seems to care ... Klaus feels more unloved than ever.

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“One cat’s breakfast is another’s pinterest pic, youtube vid or tweet.”

“Guys, listen! I am extremely interesting!”

Klaus hasn’t grasped that all media is now social; he must rely on networks to speak for him and allow others to create the story (with just a little inspiration from him).

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So, he sets out to do some serious soul-searching and find his ‘inner customer’.

... Klaus emerges from his sabbatical enlightened.mostcontentious.com

He now knows he needs to get interactive with his marketing.

He needs content (not straight ads) that both his loyal and prospective customers can learn from, be entertained by, comment on, follow and share with others.

Klaus sees the world through new eyes.

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Klaus looks around and sees content everywhere.

He sees content done well and not so well.He knows he can producecontent in two basic ways:

1. As a curator (find it and share it from elsewhere)

2. As an originator/author (i.e. make it himself)

Either way, Klaus knows his content must ‘stick’ to his customers all the way through the buying cycle.

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• Think like a writer not a salesperson.

• See his product through his customers’ eyes.

• Create dialogue not monologue.

To create his super-sticky content Klaus now understands he needs to:

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Klaus sets about making his super-sticky content, always applying these principles:

• It’s not content unless it serves a purpose that aligns to the brand.

• The channel and the content must complement each other.

• If you can’t say something useful, don’t say anything at all.

• Build community and dialogue over the long term.

• Be reciprocal and responsive; don’t just push content out.

• Be ambitious but accurate and balance timeliness with perfection.

• Give something worth getting.mostcontentious.com

Klaus gets busy living happily ever after.

He finds his world far less noisy and loves the attention he receives from his customers.

(He still Instagrams his breakfast now and then, but only when it’s relevant to his audience.)

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