creating content worth publishing

What content marketing actually is:

Will my audience care about this?
Who is my audience, anyway?
What’s the goal of this piece?
What problem is the reader trying to solve?
What do we want them to do next?
Who are the best internal and industry SMEs to contribute insights here?

Promotional Principles for Creative People

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How do you really feel? You don't need to be the foremost expert. You simply need to be more honest.

Your power starts with your willingness to turn inward, cut past what others expect from you, tear down the walls that inhibit you, and merely speak your mind. Openly. Passionately. Most won't. But that's your opportunity. [Jay Acunzo]

Premise

A premise is the specific, defensible assertion you make about your space, pulled from your personal perspective, which informs your choices and reputation.

It's something you assert is or should be true.

It's the big idea driving a project or an entire platform or brand. There's a problem. It frustrates you, but you have a specific vision

Emotions to spark with your writing

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

Tommy Walker • Tommy Walker on LinkedIn: Content is NOT king. Content is 𝗰𝘂𝗿𝗿𝗲𝗻𝗰𝘆. (And most B2B brands…

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

You don't always have to publish

Adam Singer hottakes.space

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?