Content is the most effective way to educate customers on why they should buy your product.

Content is also your opportunity to build a relationship with audiences. It helps them respect your competency, invest in your journey, and join your tribe.

great content that educates and entertains increases engagement and loyalty.

The first rule of content marketing is to write for extremely high quality. Until you've established quality in the reader's mind, they don't read closely.

people don't actually have short attention spans for content: They finish three hour Joe Rogan episodes and they binge fourteen hour Netflix shows. What they have is short consideration spans: they must be hooked quickly.

Novelty — Are you sharing counter-intuitive thoughts that readers wouldn't have pieced together on their own? That's how you trigger dopamine hits.

Writing for quality is not only important for retention, it's also critical for ranking on Google.

The novelty resonates emotionally or intellectually, which prompts sharing.

My framework for identifying novelty is to collect ideas that cause you to react in one of these four ways:

Counter-intuitive — "Wow. That’s not how I expected the world to work."
Counter-narrative — "Wow. That’s not how people told me the world works."
Elegant articulation — "Wow. I couldn't have said it better."
Shock and awe — "This is insane. I can’t believe this is the world we live in."

you can start by catering to a small niche of very passionate people: write thoughtful, quality content that no one else is giving them.

Content marketing = content creation + distribution.

Not all content channels are equally good at acquiring users. Only some are optimized for attracting new eyeballs. Namely Twitter, YouTube, and SEO.

Discovery — People will often first learn about you via Twitter, LinkedIn (guide), YouTube, and website SEO.

you stay in touch with folks by pushing high quality content that builds trust. The content you push can be from any channel. (YouTube is good for affinity.)

If your product's core purpose is to help people create and distribute content—if that's why users are signing up—then UGC is viable.