Creating content worth publishing
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
Writers need to become researchers first and writers second. Successful writers are researchers who write on the side.
As a writer, your goal isn’t to become an expert, but rather to report on or write to them. Hence, your knowledge base is better built around citation instead of internalization. You don’t need to memorize; you need to link.
As you
Ultimately, the power of an idea-centric approach to content marketing boils down to one thing: focus. You cut through the clutter and make a lasting impression on your audience by rallying your content around a singular, resonant theme.
It's not about churning out more content; it's about making every asset serve a bigger story.
It's not about churning out more content; it's about making every asset serve a bigger story.
Distribute Ideas, Not Content - Animalz
The best content writers are empathetic listeners.
We need to cultivate our ability to tune into the needs of others, and then use our creativity and insight to build helpful, meaningful resources that respond to those needs. When it comes down to it, all good writing, no matter the topic, structure, word choice, or purpose, makes you feel
... See moreThe 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.”
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?
More than (key)words: A better approach content strategy for 2025 and beyond
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.
Liam Moroney • Liam Moroney on LinkedIn: The standard content marketing strategy has declined so much in efficacy… | 46 comments
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