What is valuable content? How can I inspire people? In this episode, we look together at a checklist that you can use to systematically produce outstanding content. The checklist is available as a practical download in the description. Have fun! The LEMA framework was invented by Lily Ugbaja and is a framework for creating outstanding content, especially in the informational area. Also, man stelle sich vor, Top of the Funnel und Mid of the Funnel. We have created a wonderful checklist for you that you can use for content production. We will now go through this checklist to explain the individual points. And we have even picked out some nice examples for particularly complicated points. Wir springen in Google Docs rein. The whole thing can then be downloaded as a Google Doc and, for all those who work in the Group, as a Word document. But let's dive in. So the LEMA framework looks at outstanding content in four dimensions. This means that outstanding content must be logical, explicit, memorable and actionable. I think it sounds plausible, but let's go through what these four components mean point by point so that you can apply them to your content. So. Part "Logical". Does this content ensure that it does not go into too much detail on topics that readers are already familiar with? What are we preventing? This prevents us from boring the reader and losing focus. Both are very important for Google rankings. One is important for the user signals, the other is important because Google evaluates the focus of a page. Then: Are concepts about which clarity is desired explained in detail and comprehensively? This means, in line with the search intention, that we cover this precisely and formulate it in sufficient detail. That was very complicated, but you know what I mean. Are concepts that readers didn't know they needed to know presented as novel ideas? And that is not a trivial point. Let me show you an example. This is from our own website, our guide to optimizing for generative AI. In other words, how do I rank if I have a website, even with chatbots like ChatGPT? How do I ensure that I am cited? And in this article, what I present as a novel idea is: Hey, it's not about getting into the training data of generative AI in principle, but the biggest optimization lever or The growth lever for companies is to understand how Retrieval Augmented Generation works and to play on it. As an example of something most people who optimize for chatbots probably didn't know. Maybe you knew that, maybe you didn't. So. Is each section unique and avoids repetition of the same information? What is it all about? Of course, we want to avoid redundancies in the content, because that way we bore the reader and make the user signals worse. And with that, we have actually already solved the concept of "logical". Let's move on to the "Explicit" point. Does every sentence dispense with unnecessary verbosity? And we content marketers and SEOs often leave a lot to be desired because we simply make everything too fluffy, too extensive, too long. Simply because we are still very caught up in the concept of word count, we often make things far too long and far too complicated. You could say that in one sentence and then it would be clear and then we try to artificially inflate it because we believe that we can then rank better. And here is another example from our side on optimization for generative AI. In one sentence, we can say: Hey, if we want to be discoverable in generative AI, then it's all about appearing in this external source of knowledge. In this case, this means ChatGPT on Bing search, Gemini or SGE on Google search. And that says it all. I don't need to write 300 words, everyone understands that. Everyone can understand that. We have avoided unnecessary verbosity. Then: Is each point backed up with an example to make the meaning clearer? And I think that is an incredibly important point. But I don't want to explain it any further now, because I think it's trivial. Does that mean you have to back up every little thing with an example? No, but with anything where you think, okay, that might not be completely clear to everyone, it's always good to show an example. Let's jump in very briefly, because I think that's a good way to show that. Here: Okay, Retrieval Augmented Generation, you can read through it and then you have a halfway understanding of what it is. But with a screenshot, it's crystal clear what this is all about. So. Can readers link the information to understand exactly what to do? And it is very relevant in connection with this point. If we are now writing an article that is perhaps not just about something strategic, but really about how I can put this into practice, then it is essential. Such examples. If we now see this answer from Gemini, for example, then I can write: "I was able to influence this answer with some structured information in the footer (no structured data)". But, to link the information even more easily in the reader's brain - this screenshot tells you 'Ah, okay, yeah, this isn't really structured data, it's just structured text so the chatbot can pick it up easily'. Okay, okay, okay. Then we come to the point "Memorable". And catchy is exactly what AI texts are not and why I, for example, also detest AI texts and why I see no future in skyscraper content. This superficial, big, holistic content where everyone ends up writing the same thing - is that memorable? Nein! Because memorable is the special and not the generic. So. Here it is now a matter of fulfilling one of the following points so that we become memorable. That can be: something new, something completely new - that's always difficult. Or a new perspective on this topic. One example of a new way of looking at this topic is: How do I optimize for generative AI? By understanding: Retrieval Augmented Generation - that's the lever. In other words, this is not new, but it is a new perspective. And what is also a new perspective in this article, for example: In the context of AI, we talk about 'Oh my God, we SEOs are being replaced and SEO is no longer relevant'. You can look at it quite differently: Who is best at optimizing for generative engines? People who have dealt with SEO. This means that SEO is more important than ever before. New perspective, correspondingly memorable. Then it can be natural: Conviction. A strong opinion that polarizes the industry. I do a lot of content in this direction. Example: At CAMPIXX, I questioned whether the way we see SEO - small-scale, technical, etc. - actually fits in with the vision that Google has and how large companies see the topic of SEO. And is that controversial? Ja. Is there a headwind? Ja. Is it memorable? Damn right it is. Then: Reference. And we have just seen a lot of references in this article on optimization for generative AI. Use of screenshots, graphics, analogies and examples to promote a clear understanding. What are often the things that you save and look at again and again, where it's just broken down exactly how to do something. With screenshots and clear, step-by-step instructions. People love that. Why don't we often do this? Why don't I often do that? Because it is also very, very, very hard work. So. And then we come to the last point, namely "practicable". You notice that they are always connected. In other words, this last point is again linked to "practicable". So bear this in mind in the checklist. Does the content answer the following questions: What is the end result? And in our article on optimization for generative AI, for example, the end result is communicated in screenshots. This means that the end result, the dream result, is that I as a company appear well with my brand in ChatGPT or in Google Gemini or appear in a positive light. And what embodies this better? So a text could never embody this as well as a screenshot, because it clearly says, okay, I want my brand to achieve the kind of results Alexander has achieved here for Evergreen Media. Then: What do they have to do to achieve this? I think that's logical. This article explains exactly, okay, this is the end result and then explains step by step how to get there. And: How do they actually have to carry out these steps and what tools are required? And that is also... In this section I explain exactly, okay, what are the tools? In this case, they are not tools, but websites, etc. And what exactly do you have to do to appear here? And here below you can see the source of the original concept. This is even more comprehensive and is definitely very valuable to read additionally in order to have an even better understanding of this framework. But this checklist can already help you to create better, more valuable, more helpful content for your target group that won't be forgotten and, above all, will really strengthen your brand online. So. And that brings us almost to the end. Be sure to download our LEMA checklist. You can find the link in the description. The whole thing is available as a Google Doc and for the corporate people who are not allowed to use Google Docs, there is the Word file. And thank you very much for watching and see you next time. Bye!