3 reasons why

GREAT CONTENT

must be DISRUPTIVE

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‘I want to stand as close to the edge as I can without going over. Out on the edge you see

all the kinds of things you can’t see from the center.’

Kurt Vonnegut

e.g. Smart Phones, Cloud Computing, iPads

They open new dimensions and possibilities. The best ones stand conventional thinking on its head. Great content should do the same thing: • Challenge conventional wisdom • Challenge readers’ assumptions • Open readers’ minds to new ideas and perspectives. Great content must make readers sit up and take notice.

If you can’t, why bother?

Think about disruptive technologies

‘Better to remain silent and be thought a fool than to speak out and

remove all doubt.’ Mark Twain

ME TOO is not an option. e.g. you’re writing for a bank. Do you care more

about customers, offer better rates, are easier to deal with?

You don’t so don’t say it. No-one will believe you.

You have to tease out what makes you different from other banks. If you

can’t, go back and find something.

First: Shut up if you have nothing to say

‘we live in your world’ ???

It offers insights that make readers

rethink their comfortable positions.

Resist the urge to create content:

Because you have an approved

project but no new ideas

Because you have a content

production schedule

That’s ‘me too’ because your CEO

won’t go near the edge

1. Disruptive content shifts positions

If you’re not you’re not.

Good content informs and educates. Great content makes you stand out as

a thought leader.

Thought leaders are transformative. They change how others think, show

better ways and give insights to future trends.

If your message has to be sanitised through PR, Legal and Investor Relations

departments, you can’t be a thought leader. Thought leaders can’t be bland

and politically correct.

To be a thought leader you don’t have to provocative, but you must be

thought-provoking.

2. Thought leaders are disruptive

Good publishers want fresh talent, a new voice, a controversial story.

Good publishers don’t want the same stuff their competitors dish up. Think of Rolling Stone, starting with the front cover. Good publishers look for content that is fresh, exciting and presented in a novel way. Like good chefs who create a new dish, good publishers are willing to stick their necks out and take a risk on a new author or controversial subject. You are a publisher (we all are) so think like one. Make your content rise

above ocean of mediocrity. Stand out from the ordinary and stand closer

to the edge.

3. Publishers want disruptive content

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