Chapter 9

Content Ideation

An idea that is not dangerous is unworthy of being called an idea at all.

OSCAR WILDE

Ann Handley, author of the book Everybody Writes, believes in the Content Inc. concept for two reasons, Handley says in an interview:

Number one … because it does put the needs of your audience first, in the sense that you see the audience as collaborative with your business … I like that audience centric point of view.

    The second thing is that creating content isn’t just for marketing. It’s not just an external exercise designed to grow an audience; … the beauty of content is that it actually also grows the individual. So it grows the content creator at the same time. That means it almost forces you to evolve your thinking. When ...

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