The 12 Magical Tenets of Content Marketing and Blogging Success

by Marcus Sheridan

content creation rules

Recently, my friend Seth Price from Placester contacted me with a simple offer:

“Marcus, let’s show others the content marketing strategies that you’ve talked about so much in a way that visually sticks…”

Finding the idea appealing, I gave Seth the green light after which he and his friends at Placester immediately worked their magic.

The following is a visual model of all the core tenets I espouse so fiercely here at The Sales Lion and with all our clients as well (To view each, just use the scrolling buttons on the site). I know each of these 12 tenets, if followed, get results– specifically by building your brand, increasing traffic and leads, and finally by generating a lot more customers.

For those of you that find it helpful, I’d be grateful if you shared it with your peeps. And if you have any questions or comments, don’t hesitate to leave your thoughts below.

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{ 19 comments… read them below or add one }

Eric Wittlake September 27, 2013 at 6:45 pm

Marcus, if marketers would just do these 12 things, instead of chasing the latest wiz-bang videoInfographicEbook mashup of shiny content buzzwords, content marketing wouldn’t be at risk of getting a really bad rap.

It seems big enterprise marketers struggle with this more than smaller challengers. Today, big companies marketing big solutions are often trying to get people to start asking questions instead of listening for the questions they are asking. It is natural, the questions being asked in the market primarily highlight how insignificant the problems are for most people going through their day-to-day activity. That means limited potential volume, not enough to make the dent needed in the results for these big companies.

All to often the response turns to gimmicks to help content spread (the videoInfographicEbook) or chasing trending topics that do little to build a focused audience (ie all of the marketer content on Forbes about iPhones or Social Media). It seems to be degrading into a competition for visits and fleeting unfocused attention, nearly the opposite of what you are recommending here or what the audience will actually value.

Ok, thanks for the mini-rant space. Would love to hear your thoughts on what is driving bigger marketers down the road they seem to be taking.

– @wittlake


Destination Infinity September 27, 2013 at 10:43 pm

I agree with all the above points except the one that wants us to focus on keywords. Bringing in traffic by writing for the search engines is not a good idea – I have been through the entire cycle. Writing for the users and ignoring the SE works wonders.


Neulabs September 28, 2013 at 11:08 am

Hey Marcus, awesome dude all these are very great points dude.


inpirat September 28, 2013 at 1:20 pm

One of the best Infographics i have seen until today. I can agree to all Points !!


Adam Kielich September 28, 2013 at 5:32 pm

The talking about competition is a decent idea so long as you don’t come across as negative. People will have a hard time believing all of your competitors are terrible and you are the good one. Focusing on your positives and strengths is far more useful.


Mike Martinez September 29, 2013 at 12:21 am

I was thoroughly impressed with this infographics blog post. Greats ideas expressed creatively. AWESOME job.


Marcus Sheridan September 30, 2013 at 10:11 pm

Thanks for the kind words Mike :)


Liudas Butkus September 29, 2013 at 6:37 am

Now, this is one hell of an infographic. Well, done lots of great info in it.


Glenys September 29, 2013 at 8:45 pm

I think this post is very timely. Many people are starting to debate the merits of content marketing, simply because it hasn’t generated the results they originally hoped for. The bottom line is that results take work and stick-ability.
A very effective infographic.


IT Solution London September 30, 2013 at 4:40 am

Wow. the infographic is amazing. The information is easily digestible. We have to do this sometime for our blog posts.


Iain September 30, 2013 at 11:43 am

I can’t believe how easily the picture sums up what you teach here.

Sometimes it is the simplest thing that gives the clearest information.


Marcus Sheridan September 30, 2013 at 10:09 pm

Iain, thanks so much for the kind words. You’re right though, the power of this, hopefully, is in the simplicity.

Cheers bud!



Mitch Mitchell October 6, 2013 at 6:23 pm

Wow Marcus, it’s definitely hard to find anything wrong with any of those recommendations. I like #11 the best, keep creating, because so many people quit way too early in the game. I also like the format this infographic took; what app did you use to do that? It would encourage more people to use infographics as well, as I’m one of those people who doesn’t want all my real estate taken up by one. Great job!


Marcus Sheridan October 7, 2013 at 12:46 pm

Mitch, thanks for the kind words bud. The folks at Placester did the entire infographic, so to tell you the truth, I have no clue how they worked this baby up. But like you, it’s a different style for an infographic, which made me really appreciate their work.

Have a great week man,



Tracey Forrest October 9, 2013 at 11:35 pm

Thanks Marcus for the information. The info graphic was really helpful and as I read through the twelve points, I immediately began applying them to our content, especially the idea of answering the customers’ questions and finding blog topics there.


Gautam October 10, 2013 at 2:26 am

I think this post is very timely. Many people are starting to debate the merits of content marketing. The bottom line is that results take work and stick-ability. i like this article, really intersting one.


Stan Eigi December 30, 2013 at 4:36 am

If only all marketing books were this easy to understand… I believe when you say that following all of these tips will bring you to success, how can’t it, if it’s THAT simple?

Reply February 28, 2014 at 4:02 pm

Today, I went to the beach with my kids. I found a sea shell and
gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear
and screamed. There was a hermit crab inside and it pinched
her ear. She never wants to go back! LoL I know this is
totally off topic but I had to tell someone!

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