We asked Jay Acunzo, creator of the podcast ‘Unthinkable’ his thoughts on writing quality content. Here’s what he told us:
“You’ve probably heard the phrase treat your content like a product and I think that’s the right approach. I came out of the startup world and startups are notorious about launching lean versions of the product and iterating using product feedback. They launch small features, they launch one single bit of benefit, and they build up bigger and bigger features using the ‘Lean Startup’ methodology. I think as content marketers we have this unfair advantage to treat our content like that kind of product: Why in the world would you develop a .pdf, a podcast episode, a video series, a new blog…anything large…without guaranteeing it is going to succeed when you’re going to dump time money, and blood, sweat and tears into that thing?
What I want to encourage you to do is to move up the chain of value, and then back down the chain of value. For example: Can you use Twitter to lob out strongly worded opinions you have on something, that will become a blog post eventually? All you’re looking for from these channels that have audience you can access for free is a strong reaction. Not a big following, not a ton of retweets, just a small number of people reacting in a big way as a signal that you are onto something. When you catch that on social, maybe you turn that into a blog post, or a longer post on social / some other network. Bit by bit move up the chain of how it hard it is for people to consume your thinking because you’re informing your ideas / content until you reach that big mass of quality piece or consistent publication. Once you have that, you know it’s been informed by feedback from your audience, so now move back down the chain; I go from a big piece (in my world, a podcast episode), back to a blog post, from a blog post back down to a bunch of Tweets.
I want to encourage you to act like a startup, treat your content like a product. Test things, get a small reaction as a signal you should keep going, and then move to higher and higher value pieces. Once you have that high value piece, move back down the chain to distribute it. Inform your content with real world feedback from your audience, and treat your content like a product.”
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