Good content is painstakingly assembled- not automatically generated

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Think of content like you think of baking.

(It was a big baking weekend at home so bear with me)

You have your raw ingredients and you have the directions. There's an order to things and if you mess with the order the panettone won't come out.

Same with content.

A lot of people start with Chat GPT, then they start looking around at what everyone else is doing.

This sets you up for mediocre content because you are already primed to regurgitate. No bueno.

Here's what I would suggest to maximize creativity.

My Content recipe

1. voice of customer

Step away from the noise and review your customer avatar/ persona. It's a good idea to prime yourself with their point of view so that you avoid missing the mark in your content. Is what you are creating something they actually care about or are you just "making content" at them?

2. lived experience/ insights

Oftentimes we go through business and we forge to record or pay attention to all the amazing information our clients and peers are throwing at us. Our own lived experience & audience insights can point us to unique angles that people are not talking about. What have you learned lately that might help your ideal client?

3. research/ search intent

I love desk research! I lament the fact that it no longer involves me going through the endless stacks in the uni library. I could spend hours buried in books, scanning for useful information. This is an important part of the writing process because it gives you an opportunity to steep yourself in what's already out there.

At this point AI comes in handy as do a few other tools (like answerthepublic). You want to take a look at what your people are looking for online and create content that intersects with that.

Putting it all together

At the end of this process you will have all your ingredients. Now comes the artful part of combining all this into a cohesive narrative. I don't really have tip for this part of the game, because it does depend on what you are making (you can make a lot of stuff with flour, eggs, butter & sugar).

Want to get better at finding amazing research to back your writing?- try foraging for mushrooms.

(not kidding)

Hope that helps

See you soon!

??D??

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Notice to reader:

Diliana here!

You may have noticed that the name of this newsletter has changed- don't worry that was on purpose. I recently changed the focus of my weekly rants to my list and made that change here on LinkedIn.

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