Two big “drivers” of quality content are debunked in this lesson: fulfillment and repurposing. First of all, don’t allow your desire to satisfy the audience to lead you into the land of surveys and filling whitespaces in the market because both of those are not conducive to sustainable growth. It would be better to focus on what your target audience doesn’t want, in fact, and Flavia explains why.

She also touches on the value of specificity—one of the key drivers of editorial marketing—and how that not only leads naturally to creating fulfilling content, but how it also impacts the importance of repurposing. (Spoiler alert: This doesn’t mean what you think it does.)

Exercise 1

Ask yourself whether your strategy is driven by filling a whitespace in the market. If so, how can you go about transforming that into something more lasting and authentic?

Exercise 2

Think about your upcoming initiatives. Are there ways to ask your target audience what it is they don’t want (rather than what they want)?