creating content worth publishing

The secret to a truly impactful content strategy lies not in the individual blog posts, videos, or social media updates you churn out. It's the overarching idea that guides and connects all those pieces. When you treat content as a vessel for distributing a central idea rather than a series of one-off pieces, you unlock a new level of impact and... See more

If something is happening in your sector, who will it affect? How do they feel about it?

To find a topic that is right for you:

1. Follow your energy . What topics give you energy to think about, write about, and talk about? What saps you of energy? Spend more on the former and less on the latter. This one trick will tell you a lot.


2. Make sure it’s based on your real-life experience. You need to know what you’re talking about. People can

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The people with followings, or those gatekeepers at the publications, events, email newsletters, blogs, journals, broadcasts, and accounts have three unique qualities when it comes to sharing your work (or writing about you, inviting you to their event, including your link in their newsletter, etc):

1. They’re driven by incentives to earn engagement

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Successful content aims to provide one single type of value—tactical or strategic

Why is a Good Insight Like a Refrigerator? Because the moment you look into it, a light comes on.

Content marketing is not intended to convert as a primary focus, but rather to create memory structures, associate the solution with the problem set and buying situations, and to reduce perceived risks around purchasing.

Under this definition, quality is not stated preference or value judgment, it is revealed preference. It is not an inherent property of a product but an emergent outcome of how consumers implicitly weigh its attributes in a particular context.

Good value propositions are specific, defensible, and rooted in your audience’s reality. Think beyond product specs. What’s the human impact? How does it make someone’s job easier, their results better, or their life more manageable?