10 principles of great content

1. It's not about you
2. Pick a hot topic and stay relevant
3. Be independent 
4. Support your story with facts, preferably data, better still if you generated the data
5. Use real life customer stories and reference third parties
6. Share what doesn't/didn't work. Negatives are news
7. Empathy and honesty with your audience at all times
8. Write with confidence but remember that credibility matters
9. Make it good enough to share
10. Keep it simple.  Communicate one idea at a time