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
Content adds strategic value when it equips the reader with a new conceptual framework, a new first principle, or a new perspective.
Cassie (former VP Operations at Animalz) • The Content Value Curve - Animalz
Writers need to become researchers first and writers second. Successful writers are researchers who write on the side.
As a writer, your goal isn’t to become an expert, but rather to report on or write to them. Hence, your knowledge base is better built around citation instead of internalization. You don’t need to memorize; you need to link.
As you
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]
Let me show you the four levels that separate content creators from category leaders:
Level 1: The Knowledge Trap
You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart
Level 2: The Experience Edge
This is where... See more
Level 1: The Knowledge Trap
You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart
Level 2: The Experience Edge
This is where... See more
Max Bernstein • How to Build the Frameworks That Shape Industries
“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
Fiction creates stakes through establishing consequences — what does the protagonist stand to lose in their journey? Argumentative... See more
Laura Hartenberger • What AI Teaches Us About Good Writing
Three questions to ask yourself before posting anything ever:
Why am I posting this?
Why do I care?
And why does my audience care?
Why do we want to speak to people?
Who are the people we want to speak to?
What do they need?
How is what they need connected to what we sell?
How can we help them see our value by helping them realize theirs?
Who are the people we want to speak to?
What do they need?
How is what they need connected to what we sell?
How can we help them see our value by helping them realize theirs?
Delightful
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