Who Cares?

Everyone.

Search EnginesYour AudienceThe IndustryCompetitors

Rule #1

Rule #2

Rule #3

Rule #4

Rule #5

FocusedDirectClear

Pared Down

ActionableHelpfulSimple

Results-Focused

On-BrandGenuineCredible

Equity-Building

ValueTrust

InteractionShare-Worthy

OriginalIntegrity

LeadershipGet Noticed

Rule #7

Rule #8

Rule #9

Grammar & Spelling

TrustProfessional

Intelligent

Entertain& EducateEngagementMemorable

Delight

Citations& Links

CredibilityReferralsAuthority

Rule #10

Rule #6

RecyclableFormatsReach

Consumable

Right TargetRelevanceAttention

ROI