You’ve heard it before: “You’ve got to create content.” Your LinkedIn feed is probably littered with all sorts of influencers pitching their personal branding and content generation classes.
Distinguishing yourself through content is undeniably effective, but how? Adding one more task to your selling process is daunting. But writing about how you’ve helped others is a great way to project expertise and build credibility. Above all, writing can be a catharsis.
That’s the trick to good content — write for yourself, to yourself. There are two basic audiences: those in the industry — coworkers, vendors, and the like, and those on the other side of the table — prospects, and customers. Talking with either audience requires relevant ideas, subject matter and empathy. Put yourself in their shoes. For example, if you recently had a great prospecting or cold-calling experience, tell the story. The odds are good that not only will your peers find it interesting, your prospects will as well. Remember, they sell things too.
So what is the process? How can you create content easily and quickly? Authors each have their own manner of writing and without getting too detailed, I’ve put together a suggested list of activities and steps:
Subject: Determine what interests you. It is much easier to write about something you enjoy and weaving in relevant lessons as a metaphor.
Outline: A simple list...
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