Creating content worth publishing
- Who? Who is the audience for each piece of content (fill in the blank, i.e., blog)? Who is the specific buyer persona you are targeting with this platform?
- Why? Why are you doing this? What is the behavior change that you must see to call this content initiative a success? (Do you need to drive sales, save costs, or drive customer loyalty?)
- Outcome?
Joe Pulizzi • If Your Content Marketing is for Everybody, It's for Nobody
Under this definition, quality is not stated preference or value judgment, it is revealed preference. It is not an inherent property of a product but an emergent outcome of how consumers implicitly weigh its attributes in a particular context.
Doug Shapiro • Quality is a Serious Problem
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]
Research topics and angles. What are people in your audience talking about on LinkedIn? Use the search functionality on LinkedIn to search about specific topics you know your audience cares about and see what people are saying. Which posts get the most engagement? What are people saying in the comments? Who are the common players posting about it?... See more
John Bonini • How to Create Content With Your Audience — Content Marketing Education & Consulting | Some Good Content
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.
Robert Rose • How To Use POV Architecture To Create Trust | Content Marketing Institute
Let me show you the four levels that separate content creators from category leaders:
Level 1: The Knowledge Trap
You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart
Level 2: The Experience Edge
This is where... See more
Level 1: The Knowledge Trap
You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart
Level 2: The Experience Edge
This is where... See more
Max Bernstein • How to Build the Frameworks That Shape Industries
His point was that there’s always a bigger story to be told that we alone cannot observe. Great reporting, or a great point-of-view, often requires the thoughts, experiences, and insights of others.
John Bonini • How to Create Content With Your Audience — Content Marketing Education & Consulting | Some Good Content
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... 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... See more