Creating content worth publishing

Content marketing is not intended to convert as a primary focus, but rather to create memory structures, associate the solution with the problem set and buying situations, and to reduce perceived risks around purchasing.

Creativity isn’t the manufacturing of brilliance. It’s the pursuit of curiosity.

Want to be more creative? Start with an idea, then interrogate it. Make an assertion -- aka your premise -- then ask lots of simple, obvious next questions about it. Then do it again and again and again.

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... See more

“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.”

Value propositions aren't features or benefits. They're a clear articulation of the tangible outcomes your solutions enable. And, when done right, they don't just describe what your business does but make it unmistakeable why that matters to your customers.

Job insecurities Customers don’t just seek out content for industry updates — they turn to it to fill gaps in their own knowledge and skill set. The real content goldmine isn’t in what they know — it’s in what they don’t .