Creating content worth publishing
If something is happening in your sector, who will it affect? How do they feel about it?
STAY HUMAN - How to Avoid Generic Thought Leadership Disease
Why does this article exist?/What is the point?
Nicole Kohler • Content Marketers Ask "Why?" Before You Write a Single Word - Animalz
What we control are (A) whether or not we pay attention to and pursue our curiosity, (B) whether or not we create consistently, and (C) whether not we approach our work with confidence, so we can stop holding back from what we're trying to say and how we're trying to say it.
Jay Acunzo • Do Your Ideas Pass the Permanent Ink Test?
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 everyon... See more
Speak the unspoken.
Say out loud what everyon... See more
Jay Acunzo • Differentiation Isn't About Topics: How to Find Actual Whitespace to Stand Out
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?
Start with empathy and curiosity to understand your audience:
What do they care about?
How much do they already know?
What influences them?
What topics do they devour online?
What do they want answers to?
What’s holding them back?
What situations are causing them a lot of pain?
What are all the things they struggle to figure out?
Before you make a claim or argument, ask, “So, what?”
Your whole audience and your ideal customers are asking, What's In It For Me? Why should I care?
Anticipate and address skepticism or disinterest from readers, and write and edit with the skeptical reader in mind.
How do you get them to listen to you? Why should they?
If you were arguing with them i
Narrative-market fit is that intersection between:
Questions your audience is asking
Questions you can credibly answer
Topics that are valuable for your business.
When you have that figured out, you know which topics to write on and which to decline.