Ever wonder why some writers get all the attention online? Their posts get shared, their personal brands grow, their email lists swell, and their fortunes rise as their content receives an outsized share of eyeballs.
It’s easy to dismiss their success as luck, by concluding that it resulted from a post going viral (as if hitting “Publish” is the same as pulling the lever on a slot machine), or connections with influencers that others don’t have. Meanwhile, we keep publishing but never gain traction. We preach to the choir of a stagnant email list and collect a few random likes and shares on LinkedIn. As our progress stalls so does our output. Before long, we conclude this “content thing” isn’t worth the time and we go back to billing hours and researching the next marketing trend to chase.
The truth is, those who break through are fundamentally no different from the rest of us. They just act differently. They know what it takes to produce content that cuts through the noise and provides real value to readers. In fact, readers perceive their content to be so valuable that they share it with others in their networks — they’re smarter for having read it and assume (rightly) that members of their own networks will think more highly of them for having exposed them to it as well.
To make a bigger impact with your content, and to build your personal brand, provide more value. Learn more in my latest post for Attorney at Work. Click here.
Could you use a bit of help in defining your target market, and positioning yourself as an expert with clients, potential clients and referral sources within a niche?
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