Create great content.

Social media revolutionized the way we consume content. But it also forced marketers to change their strategy. In the early 2000s, the click-through rate on banner ads was around 0.5%. Now it’s only 0.1%. In addition, people do not connect connect with commercials in the same way as it was before. That’s why creating a great content is so important.

The Jab, Jab, Jab, Right Hook strategy is about giving, giving, giving, and then asking. And in order to give great content, You must first understand what’s going on, how different platforms work, how people consume content, and how to be part of it in a way that other people will appreciate.


  1. Make content that is native to the platform.
    Understand the platform you’re using well, and go deep into nuances. Understand the context. Understand how people perceive content on the platform. Creating native content has little to do with selling and a lot to to do with skillful storytelling.
  2. Make content that does not interrupt.
    For example, when you play an ad in the middle of a show, people will not like it, and they will connect bad emotions to your product. Instead, your ad should cause positive emotions so people can act on them.
  3. Make content for your audience, not yourself. Be generous, informative, funny, or inspiring.
    What people are interested in:
    a) People are interested in each other.
    b) People want to escape from the real world—they seek entertainment.
    c) People value services and utilities.
    Most of your content should fall into one of these three categories. Don’t try to sell anything when you jab. Just give value.
  4. Make content that leverages pop culture.
    For example, integrate your content into the stream instead of doing a flashy ad banner.
  5. Think of your content as micro-content.
    Your content should be tiny, unique nuggets of information, humor, commentary, or inspiration. Talk about what people talk about all the time.
  6. Make content that is consistent with who you are.
    Every day, and on each platform, you will post something different. But it should consistently answer the question, “Who are you?” When you are self-aware, you know your message, and you can keep it consistent in every setting.


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