creating content worth publishing

Creating Thought Leadership Content For The Reader

Job insecurities Customers don’t just seek out content for industry updates — they turn to it to fill gaps in their own knowledge and skill set. The real content goldmine isn’t in what they know — it’s in what they don’t .

It's 2025... do you really know who your customers are?

What skills, competencies, and knowledge do they feel less confident about?

“When you can’t talk to your audience, eavesdrop. The way they ask for and share advice reveals their pain points and the words they actually use.”

Rosanna Campbell • Audience Research Tips from Real Content Marketers

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What content marketing actually is:

Will my audience care about this?
Who is my audience, anyway?
What’s the goal of this piece?
What problem is the reader trying to solve?
What do we want them to do next?
Who are the best internal and industry SMEs to contribute insights here?

Why does this article exist?/What is the point?

Nicole Kohler • Content Marketers Ask "Why?" Before You Write a Single Word - Animalz

Creativity isn’t the manufacturing of brilliance. It’s the pursuit of curiosity.

Want to be more creative? Start with an idea, then interrogate it. Make an assertion -- aka your premise -- then ask lots of simple, obvious next questions about it. Then do it again and again and again.

Jay Acunzo • A Prompt from John Mulaney: How to Come Up with Better Ideas for Content in Less Time

AI can't generate good taste, but it can help you transform the raw material of your taste into something beautiful.

Sari Azout • What Matters in the Age of AI Is Taste

So find the whitespace, not by searching among your competitive set of organizations or by describing your topic with more adjectives, but rather by identifying where the audience is feeling overlooked. Put your finger on what's painful AND not being discussed despite how awful it feels. Then call out it.

Speak the unspoken.

Say out loud what... See more