Creating content worth publishing

“So what?” is the common refrain of writing teachers. “Why should your reader care?” A key way that good writing achieves connection is by creating stakes, or engaging the reader by showing them why your ideas matter.

Fiction creates stakes through establishing consequences — what does the protagonist stand to lose in their journey? Argumentative... See more

Ultimately, the power of an idea-centric approach to content marketing boils down to one thing: focus. You cut through the clutter and make a lasting impression on your audience by rallying your content around a singular, resonant theme.

It's not about churning out more content; it's about making every asset serve a bigger story.

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?

The secret to a truly impactful content strategy lies not in the individual blog posts, videos, or social media updates you churn out. It's the overarching idea that guides and connects all those pieces. When you treat content as a vessel for distributing a central idea rather than a series of one-off pieces, you unlock a new level of impact and... See more

I’m trying to achieve narrative-market fit, which I see as deeply understanding your market of readers to figure out what questions they have that you can answer, and finding what fits.

In building a media platform, that’s one of the most important things: knowing what questions you are responsible for answering, and which ones you are credible... See more