Content Strategies

Is it Too Late to Join the Content Party?

I just had a great call with a prospective client. We talked about his company’s content strategy, and focused on helping the company with upleveling their brand and their content game. The CEO said to me, “I’m worried that we’re too late to the party. We haven’t really been doing anything on LinkedIn, and I’m not personally producing content on LinkedIn. We really don’t have anything to say.” 

My answer to that? It is never too late to begin! The thing is, you have to start. 

And starting is always the hardest part, right? That first video, that first LinkedIn post, that first piece of content. You have to really start to think differently about your content strategy. 

 

How NOT to Start

So, what I see a lot of people doing on LinkedIn is this: they’re producing “eh” content, they’re just captioning somebody else’s content, they’re posting some New York Times article, or they’re sharing some post that’s relevant to your industry. It’s alright. But the thing is, it’s not really making you a thought leader.

 

Thought Leadership 101

What is a thought leader? It’s just what it sounds like: having your own thoughts, having your own content, and publishing your own content. It doesn’t matter whether it’s in the form of a blog or a podcast or a video series or just short form content on LinkedIn. Content can take lots of different shapes. What matters that it’s your voice and your thoughts. And what makes it unique is that it’s coming from you. 

 

The Bottom Line

When I look at brands that aren’t doing anything on LinkedIn – or at CEOs or executives who should be doing thought leadership but don’t really have anything to say – it’s a missed opportunity. 

It’s hard to put yourself out there, I know. But the first step is, just say something. Start a conversation about a topic that you feel really passionate about, and just start!

 

Giddy up!

 

Tags: brand strategy, content strategy
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