Four ways to jumpstart your content marketing by creating insights instead of information

Last week I had a call with a remarkable woman from Paris. She wanted to bounce some ideas off of me about her next steps with her personal brand.

She’s entering a crowded market. There are many, many marketing professionals out there who have been making a name for themselves for years. Does she have any hope of standing out?

I know she will.

In fact, I can practically guarantee it.

Why can I make this bold claim?

Because in a world of overwhelming noise, she’s delivering the signal — her original and helpful insights. The critical role of creating insights with your content instead of simply relaying information is an important lesson for anybody interested in social media and marketing today, so let’s dive in.

The nature of insight

I once had the opportunity to meet and interview the great writer and historian Walter Isaacson. He has written books on his favorite geniuses — Steve Jobs, Albert Einstein, Leonardo da Vinci - and I asked him about his definition…