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
Every next question you ask and every next thing you publish is a chance to further develop your IP and become known for your ideas. Those ideas and that IP supersede every project or offering for your business. In other words, upstream from what you're selling and the content you create is the premise you wish to own and the surrounding material... See more
Jay Acunzo • A Prompt from John Mulaney: How to Come Up with Better Ideas for Content in Less Time
Pressing your curiosity through a premise
Why does this article exist?/What is the point?
Nicole Kohler • Content Marketers Ask "Why?" Before You Write a Single Word - Animalz
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.
Liam Moroney • Liam Moroney on LinkedIn: The standard content marketing strategy has declined so much in efficacy… | 46 comments
“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
tell an audience a story about themselves.
That is, to tell a story about an aspirational topic that exists between you and your audience and is born of mutual interest.
That is, to tell a story about an aspirational topic that exists between you and your audience and is born of mutual interest.
Steve Bryant • “There are only two ways to tell your story.” | by Steve Bryant | Medium
The people with followings, or those gatekeepers at the publications, events, email newsletters, blogs, journals, broadcasts, and accounts have three unique qualities when it comes to sharing your work (or writing about you, inviting you to their event, including your link in their newsletter, etc):
- They’re driven by incentives to earn engagement
Rand Fishkin • Who Will Amplify This? And Why? - SparkToro
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.
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.