Creating content worth publishing
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
Speak the unspoken.
Say out loud what... See more
Jay Acunzo • Differentiation Isn't About Topics: How to Find Actual Whitespace to Stand Out
Why frameworks beat fractured ideas, every time
creativeconstructs.substack.com
Understanding why things work is far more valuable than simply knowing what works.
Novel content angles
Counter-intuitive – “Oh, I never realized the world worked that way.”
Counter-narrative – “Wow, that’s not how I was told the world worked!”
Shock and awe – “That’s crazy. I would have never believed it.”
Elegant articulations – “Beautiful. I couldn’t have said it better myself.”
Make someone feel seen – “Yes! That’s exactly how I
What is this piece of content going to do? The before and after of consuming your content should change at least one of three things:
Think, feel, do
The way someone thinks about something.
The way someone feels about something.
The way someone does something.
The point of an awareness strategy is not to capture dollars by selling a thing. The point of an awareness strategy is to capture attention by selling an idea adjacent to that thing.
By capturing attention with ideas you own that idea. By owning the idea, you own the audience.
By owning the audience you can tell the audience what to pay attention... See more
By capturing attention with ideas you own that idea. By owning the idea, you own the audience.
By owning the audience you can tell the audience what to pay attention... See more
Steve Bryant • “You don’t get it. You aren’t the point.”
Before you can understand how to reach your customers, you need to understand how they work. Not just the sliver of their job that your product touches, but the full picture — their responsibilities, pressures, and strategic priorities.
This is why audience research starts with a conversation about their daily reality. What are they responsible... See more
This is why audience research starts with a conversation about their daily reality. What are they responsible... See more