Creating content worth publishing
"So What"?
canva.comWhat is this piece of content going to do? The before and after of consuming your content should change at least one of three things:
Think, feel, do
The way someone thinks about something.
The way someone feels about something.
The way someone does something.
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
The root of amplification is caring. People don’t engage-with, and platforms don’t amplify things they don’t care about. That caring almost exclusively comes from an emotional place, not a logical one. The process isn’t: “ is this high quality and reputable? If so, I shall share it. “
Instead, it’s, “ that made me feel something powerful, and I want... See more
Instead, it’s, “ that made me feel something powerful, and I want... See more
Rand Fishkin • Who Will Amplify This? And Why? - SparkToro
Why do I care about these topics ?
What is it about these topics that’s interesting to me ?
Whatever the answer is, that’s where your writing begins.
You’re just trying to find readers who have the same questions you do.
Which means that the act of writing for a reader is the act of trying to find those answers—those further questions beyond—together.
What is it about these topics that’s interesting to me ?
Whatever the answer is, that’s where your writing begins.
You’re just trying to find readers who have the same questions you do.
Which means that the act of writing for a reader is the act of trying to find those answers—those further questions beyond—together.
{D} 119: Yes but what's your question
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
It's time we reframed this work to see it more clearly. We're not creating content. We're developing IP. We are not an experts. We are investigators.