Written by: Vickie Sullivan  |  September 17, 2026

Be Handy

We are all being bombarded with content touting things to change, ideas to consider, whatever. It’s overwhelming! But this MarketingProf article (free registration required) is a great example on how to go above and beyond mere recommendations into content that gets kept and shared.

Move past the business case; yes, these are all great reason why stories work. The authors also here make a great distinction between clever anecdotes and strategic stories that position your expertise.

Dive into the second section, the anatomy. The list here turns this article from a 30,000-foot think piece to a handy tool that will be kept and circulated. This technique is the secret sauce that few thought leaders use.

A lot of us use lists of elements, key ingredients, etc. Here are two small differences the authors deploy that turns ideas into handy tools:

• Specific recommendations. The biggest mistake content marketers make is that generalized list of criteria or standards for success. The authors dodged this bullet with a very direct approach in the anatomy section. The content has a specific “do this” tone; there was no ambiguity. Readers got the clarity they need to try something new.
• Killer examples. The lists of recognizable examples is a great reference point, giving the elements real-world relevance. This technique also sends the message that if these folks can do it, so can you.

There’s so much content with a laundry list of what to consider. But pieces with a clear framework is the difference between a “something to think about” and a “I gotta share this” response.

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Now read this:

The Best Time to Introduce Handy Tools and Decision-Making Content

Let’s talk about your success. You’ve earned it!

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