creating content worth publishing

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.

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

You ask yourself: What would have made me jump off my chair if I had read it six months ago (or a week ago, or however fast you write)? If you have figured out something that made you ecstatic, this is what you should write. And you do not dumb it down, because you were not stupid six months ago, you just knew less. You also write with as much... See more

Content gets shared when it...1. Make readers look smart → So give them insights they can't find anywhere else)2. Create conversation starters → So plants discussion points that spark natural debate in your content3. Design for sharing context → "Thought you'd find this interesting because..."4. Has built-in replay value → So build in layered... See more

What they care about is what will change their business life:

Does it seem like you have a camera in their office?

Are you speaking to issues that they are losing sleep over at night?

Will they have an “aha” moment after they take a break from their day and spend it with you?

When someone reads your stuff, does it contain a fresh insight they want to... See more

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 .