Creating content worth publishing

The secret to a truly impactful content strategy lies not in the individual blog posts, videos, or social media updates you churn out. It's the overarching idea that guides and connects all those pieces. When you treat content as a vessel for distributing a central idea rather than a series of one-off pieces, you unlock a new level of impact and... See more

Every next question you ask and every next thing you publish is a chance to further develop your IP and become known for your ideas. Those ideas and that IP supersede every project or offering for your business. In other words, upstream from what you're selling and the content you create is the premise you wish to own and the surrounding material... See more

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.

Your unique point of view is your brand’s truth, the belief that you want to scale. Your key premise represents the non-negotiable story of your view of the world – what the organization believes. It is your answer to an overall question.

Think of narratives as a layering process:

1. Start with your value propositions to clarify what makes your brand unique.


2. Map these to relevant CEPs to anchor your messaging in real buying situations.


3. Use consistent themes and stories to build memory links that stick.

If something is happening in your sector, who will it affect? How do they feel about it?