DBS NAV Hub wanted more niche content. 

DBS NAV Hub had been building content for years, and we were engaged to help them with more specific topics that would resonate with some specific challenges. 

Check the articles we did 

Yes, we wanted to outdo what ChatGPT could do with articles. 

So we thought of what actually made articles transformative, and what made them actually help readers? 

After all, what was the point of creating new knowledge, which ChatGPT could already do faster, better, and more efficiently? 

What was the point of going through the point of doing the whole article if ChatGPT could do it? Why bother wasting our time, as writers? 

What was our genuine value add, through an article?

We accelerated the transformative power of articles by: 

  • Writing from personal experience. I (John) focused on building emotional resonance with personal narrative, helping people to see that I had skin in the game, and wasn't just randomly shooting advice from the hip. This allowed readers to trust what was written. 
  • We focused on insight, and not just information. We knew that you could easily find information and how-tos from Google. But insight, was what made the article valuable. If you remember the last article that changed your life, it probably had a nuanced point of view that made you go, 'Oh I didn't think of that.' And that's why we kept refining the ideas, till we landed on something special, that would make people think in a different way. 
  • We also used humour. We began masters at cheesy humour about your honey money (okay sorry, that was a bad joke). After all, why does personal finance always have to be boring? 

If you want to do better articles for your company 

Build better insights 

Don't just write for the sake of writing. ChatGPT can probably do something that's quite similar, and quite good. Write something that shares a unique point of view that makes people go 'Aha! I didn't think of it that way.' 

Make it small, and actionable 

You don't just want to write something that makes people go, oh that was a good idea. But you want something that they can also apply, almost immediately. That's what makes the article last. 

Keep iterating it 

The reason why DBS have come this far with content, is because they have kept doing it. They haven't just sat on their laurels, but instead constantly iterated based on what data tells them. Keep trying. You will get better. 

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