Creating content worth publishing
Promotional Principles for Creative People
docs.google.com
Before you make a claim or argument, ask, “So, what?”
Your whole audience and your ideal customers are asking, What's In It For Me? Why should I care?
Anticipate and address skepticism or disinterest from readers, and write and edit with the skeptical reader in mind.
How do you get them to listen to you? Why should they?
If you were arguing with them
“When you can’t talk to your audience, eavesdrop. The way they ask for and share advice reveals their pain points and the words they actually use.”
Rosanna Campbell • Audience Research Tips from Real Content Marketers
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
Understanding why things work is far more valuable than simply knowing what works.
Ideas become insights when they meet the following criteria:
Novel—is this idea new or is it at least a fresh take on an existing idea
Actionable—can my audience immediately act on the idea?
High-leverage—when my audience acts on the idea, can it meaningfully change their work or their lives?
[Julian Shapiro]
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