What is creative bravery in content marketing?
Answered independently in 2 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.
What the archive says
01Great content plus no marketing gets a tiny pocket of fans; bad content plus heavy marketing gets sampled once and abandoned, so you need both creative bravery and targeted promotion. source →
02Judge your content against three creative bravery tests: would you consume it if you didn't work there, is it good enough to tell others about, and would you remember it in five years. source →
03Apply Steve's creative bravery tests to anything you publish: Would you consume it if you didn't work there? Would you tell others about it? Would you remember it in five years? Was it time well spent? source →
What 2 people actually said
How do we do it? If you want to find success in marketing, what does it look like to earn attention You have to set a high quality bar for yourself. I use the term creative bravery as kind of my lingo for making something that's going to stand out and that is worth people's time.
Is this a real show or is this something that feels like an infomercial for our products and services? And I think, you know, one of the, you can ask yourself some test questions to be like, are we making a real show? Are we making something that has a high level of creative bravery or not?