In the world of content creation, we’re constantly flooded with best practices, golden rules, and formulas for creating “killer content.” And while many of these are sound advice, those rules are sometimes meant to be broken — or at the very least bent. I’ve learned that creating standout content isn’t just about following a checklist. It’s about knowing the rules well enough to break them purposefully.
Listed below are 10 commandments for creating killer content — plus how (and when) to flip the script.
1. Thou Shalt Always Add Value
The Rule: Regardless of whether it is a solution, a lesson, or entertainment, all content must provide value to its audience. Unless it adds value, it is just noise.
When to Break It:
Your audience doesn’t always need another “how-to.” Sometimes they simply need you. In other words, your personality, your behind-the-scenes process, or even your raw view can provide different value. If it builds trust and relatability, it’s okay to share what’s messy or pointless.
2. Thou Shalt Know Thy Audience
The Rule: Communicate directly with your ideal reader or customer. As such, your tone, content, and message should be tailored to their needs.
When to Break It:
When you test outside your niche, you may find that you have untapped audiences or interests. As an example, rather than writing for freelancers, try writing for agencies. Or, consider making content for Gen Z that appeals to Gen X. Sometimes your real audience finds you when you step outside the box.
3. Thou Shalt Be Consistent
The Rule: Building trust requires consistency. So, make sure you post regularly. And, don’t ever let your audience down by not showing up on time.
When to Break It: Often, forced content flops because of burnout. When you need to pause, pivot, or slow down to create something better, do so. Quantity will never outweigh quality. It’s just a matter of communicating clearly with your audience so they don’t feel left in the dark.
4. Thou Shalt Write for SEO
The Rule: To rank well on search engines, use keywords, optimize headlines, and structure your posts.
When to Break It: Make no mistake about it. SEO is a big deal. However, robotic writing kills engagement. You should write for humans first. The perfect keyword ratio may not be necessary for the flow of your story, so trust your voice if it flows better without it. It’s more important to have a blog that people read, share, and discuss than one that ranks but doesn’t connect with your audience.
5. Thou Shalt Use Attention-Grabbing Hooks
The Rule: It all starts with the first line. After all, without a fast hook, you’ll lose them.
When to Break It: There are times when the slow build is the hook. After all, some audiences don’t want a TikTok-style experience. It is more effective to pull readers in with intrigue than urgency if you have a thoughtful, well-paced intro. So, whenever possible, resist the urge to clickbait.
6. Thou Shalt Keep It Short and Scannable
The Rule: It is common for Internet readers to skim. To keep them interested, use short paragraphs, bullets, and headers.
When to Break It: There are some messages that deserve depth. If you’re exploring a complex topic or telling a powerful story, let it breathe. When longform content is written clearly and intentionally, it still works. It’s okay to go deep as long as your reader is interested.
7. Thou Shalt Include a Call to Action
The Rule: The last line of every post should tell the reader what to do next, such as subscribe, buy, comment, or click.
When to Break It: CTAs are not necessary for every piece of content. It is sometimes more powerful to reflect than to act. Some posts should be left alone without any requests. As a result, it builds trust and signals that you’re not just here to sell.
8. Thou Shalt Be On Brand
The Rule: The tone, voice, and visuals of your brand should be maintained across all platforms.
When to Break It: It’s evolution, baby. If you’re not a Pearl Jam fan, that means that brands will evolve. Don’t be afraid to experiment if your tone no longer suits your growth or your audience has changed. If you’ve always been serious, try humor. If you’ve been bold, try minimalism. A great content creator evolves, and audiences respect that.
9. Thou Shalt Repurpose Content
The Rule: Like your toothpaste tube, you need to squeeze the most out of every idea. In this case, you turn blog posts into tweets, emails, infographics, videos, or podcasts.
When to Break It: Although repurposing is efficient, it might not always be effective. If you cannot adapt your content to another format with value, leave it be. Listicles don’t always make good reels. Podcasts don’t always make good blogs. Remember, be respectful of each channel’s format and audience.
10. Thou Shalt Tell Stories
The Rule: To create memorable content and emotional connections, you need to tell a story.
When to Break It: There are times when people just want straight answers. Adding too much story to a tutorial, landing page, or product description muddles the message. Rather than trying to be clever, be clear. Let the audience know what they need, and leave the storytelling to the places where it really adds value.
So, Should You Break the Rules?
Yes — and no.
Rather than prison bars, think of these commandments as creative guardrails. There is a reason why they exist. They’re based on psychology, marketing data, and what generally works. It’s important to remember that each piece of content has a certain context, and each audience is a little bit different. Your job as a creator is to know when rules apply and when they restrict you.
So, when creating content, ask yourself:
- Does breaking this rule make my content more honest?
- How does it help me stand out among so many others?
- Does it build trust with my audience or confuse them?
If the answer is yes, then go ahead and break the rules.
Final Thoughts: Make the Rules Serve You
First, master the rules. Then, use them as tools rather than shackles.
A creator who thrives long-term does not follow every rule to the letter. They know what their audience craves and aren’t afraid to push boundaries strategically and intentionally. So go ahead and break a few commandments. Just make sure you know why you’re doing it. Those are the moments when killer content is created.