Here are 3 tips to fix bad content:
1. Stop reposting content by others
– occasionally is ok
– most or all the time is not
– no-one became a leader by parroting
– you beome a leader by leading
– e.g. your hopes and fears
– e.g. your experiences
– e.g. your opinions
– Don’t just be a mouthpiece for others.
2. Don’t get too far into the weeds
– it’s ok to occasionally show you know the detail
– but your audience expects big picture thinking
– this adds to your gravitas, your aura as CEO
– e.g. not your position but your destination
– e.g. not quarterly stats but annual trends
– e.g. not ‘how’ but ‘why’
– Detail suggests your setup is so small you must…
3. Show yourself
– don’t do what any CEO could have done
– show your audience who you really are
– Personality + Authenticity = Relatable
– e.g. losing a deal because you messed up
– e.g. your love of Swedish glam rock (and why)
– e.g. how you prefer a book to a black tie dinner
– This is how you become Known, Liked & Trusted
Takeaway:
My clients are always surprised by the level of detail I go into fixing their content.
Every post matters.
Every headline, paragraph, close.
Every part of your profile and website.
Remember: content represents you 24/7.
Get it wrong, at best you’re wasting time, at worst…
Get it right, and you inspire customers, deals and talent.
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Great content is one of the 7 pillars of an effective leadership brand
Discover more here.
