NUMBERS AREN’T EVERYTHING. REALLY!

It might sound sacrilege to say this, but numbers aren’t everything in content land. Don’t be dazzled by them.

An audience of one potential customer, one future employee or one business partner might be more valuable to you than an audience of millions who don’t care.

How niche is this particular thought bubble? Maybe your story doesn’t need to be an op-ed in a major publication. Maybe it's part of your email newsletter. Maybe a trade publication is a better route. Maybe it's a LinkedIn post.

The key is to work backwards. Figure out who you want to reach and what you want to say to them. Then map the fastest route from A to B.