Sonja Jobson’s "12 Most Worthwhile Rules for Creating Incredible Content" are so worthwhile that CyberAlert combined them into an easy-to-digest SlideShare. Click through to view best practices PR and marketing professionals can use when creating all types of content.

1. The 12 Rules for
Incredible Content
By Sonja Jobson
SlideShare created by

2. Rule #1
Cater to your prospects, not
your peers.

3. The content you produce should
be aimed at your prospects, not
your peers.
Chances are, the type of information your prospects
want from you is entirely different than the content
your colleagues will compliment you on.

4. Rule #2
Learn that everything you’re
putting out there is content.

5. Yes, blog posts, webinars,
videos, and infographics are all
content.
But so are tweets, Facebook comments, your product
packaging and your website. Make sure they all share
the same voice and reflect your brand’s values.

6. Rule #3
Write great headlines.

7. Headlines are arguably the most
important part of any piece of
content you produce.
It’s what makes people decide whether your content is
worth reading.

8. Rule #4
Have an opinion.

9. Content that tries to appeal to
everyone is boring.
Leave the “balanced view” to journalists. Offer the
world your opinion, and make it a good one that
doesn’t just follow the crowd.

10. Rule #5
Learn the art of the intro.

11. Your intro needs to capture
attention immediately.
Share startling facts, create curiosity or reveal just
enough information to assure the reader that the piece
is worthwhile to them.

12. Rule #6
Banish buzz words.
Click to enlarge (via PressAt)

13. Phrase things in a new way, in
your own way.
To connect with your audience, be original and say
things plainly. Avoid content laden with buzz words
catch phrases and clichés.

14. Rule #7
Tell stories.

15. Stories invoke emotions.
They make it easy to grasp your message, and they’re
easy to follow. Mix up the popular “how-to” content
and throw in a compelling story now and then.

16. Rule #8
Get people to engage.

17. Online content is not a one-way
medium.
The goal of content is to build relationships so your
audience will learn about your business and trust it.
Feature stories from readers, ask people to send you
their questions, and ask readers questions.

18. Rule #9
Aim to impress.

19. The basics have already been
covered.
If you want to create content that gets attention, you
need to aim to impress. Research your topic, reference
sources, show examples and back up your claims.

20. Rule #10
Learn how to edit.

21. Sloppy content hurts business.
Leave something overnight, or several hours, before
going back to edit and publish. Or, have a business
partner or friend read it over.

22. Rule #11
Don’t forget you run a
business.

23. Don’t forget to promote.
Remember why you’re marketing with content in the
first place: to get customers. Make it a point to include
information on what you have to offer (when and
where it’s appropriate).

24. Rule #12
Be yourself.

25. There’s only one “you,” so let
your personality take front seat.
Stop trying to sound like a business and start
sounding like yourself.

26. SlideShare created by
From 12 Most Worthwhile Rules for Creating Incredible
Content by Sonja Jobson
All photos courtesy of openclipart.org