Creating content worth publishing
Resonance: The sudden urge to act created by a message or experience which aligns so closely with your beliefs or identity that your thoughts, emotions, and abilities feel amplified.
Jay Acunzo • Differentiation Isn't About Topics: How to Find Actual Whitespace to Stand Out
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 s... See more
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 s... See more
Just a moment...
The root of amplification is caring. People don’t engage-with, and platforms don’t amplify things they don’t care about. That caring almost exclusively comes from an emotional place, not a logical one. The process isn’t: “ is this high quality and reputable? If so, I shall share it. “
Instead, it’s, “ that made me feel something powerful, and I want... See more
Instead, it’s, “ that made me feel something powerful, and I want... See more
Sparktoro • Who Will Amplify This? And Why? - SparkToro
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 to... 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 to... See more
Steve Bryant • “You don’t get it. You aren’t the point.”
Meaning and point of view are essential for anything worthy of our attention. It’s about a sense of purpose and personality that goes beyond mere information transmission. It’s about paying attention, and not outsourcing observation. In a world increasingly populated by auto-generated content, the combination of substance and style will rise above
Carly Ayres • On substance with style
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
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 f
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
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?