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Thoughts on thought leadership
I was chatting with a client recently and a common question arose:
Can you become a thought leader by curating other people’s content?
My answer:
Why yes you can.
Share content (i.e., that’s not your own) that your target audience finds useful and you gain their attention and gratitude.
Photo via Pexels.
You become a sought-after tastemaker, a sommelier of vintage content.
But curation is only 50% of the mission.
The other 50% is providing original and useful commentary to go along with the shared content.
The arrangement with this client is that once third-party content is curated, freelance writers are used to write the social sharing copy.
For high-level content, this can work just great.
For specialized content, however, this can be tricky.
While a freelance writer can read the article and pick out sentence fragments to include in the social copy, that’s not so captivating.
What would be captivating is sharing a unique perspective about the article, which shows a deep understanding of what it’s about.
So we came to a solution:
For articles on specialized topics, ask internal subject matter experts (SME) to read them, then provide original commentary (i.e., a few sentences).
The advantage?
These SMEs are peers with the target audience of the specialized content.
So their commentary is more likely to connect.
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Brand Messaging Basics For A Beyond Basic Brand
 Presenter: Ashlee Sang, Brand Messaging Strategist & Consultant.
Brand messaging establishes the recognizable way your brand shows up in the world. Think: mission statement, voice, values, audience, and core messages.
In this Meetup talk, we’ll explore:
- Why establishing your brand values is so important
- How your messaging can be more consistent
- How to keep your audience at the center of every decision
It’s all about aligned visibility—standing up for your values in order to stand out.
Date:
August 11, 2022, 12 to 1pm PT
RSVP:
https://www.meetup.com/bay-area-content-marketing/events/287183973/
Note: Thanks to our sponsors, Hushly, Talend, ToTheWeb and Treasure Data.
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In each newsletter, I recommend a Twitter user to follow.
This week, I recommend Rochi Zalani (@rochi_zalani).
Rochi is a freelance writer for SaaS companies in e-commerce, productivity, HR and marketing.
She's written for Shopify, Zapier, Hypercontext, VEED, Business Insider, and more.
Read Rochi's post "How to Build a Content Marketing Program in a Global Company" and visit her website.
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A single (long) Zoom meeting can wear me out.
A series of consecutive Zoom meetings and I'm ready to call it a day 😜
Arthur C. Brooks wrote an interesting piece for The Atlantic titled "The Trouble With Zooming Forever."
An excerpt:
"For happiness and productivity, virtual interactions are better than nothing. But in-person interactions are better than virtual ones for life satisfaction, work engagement, and creativity."
I share a Zoom alternative in this tweet.
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An excellent TEDx talk:
Politico and Axios co-founder Jim VandeHei on "how to radically rethink the way you write to keep people's attention in a distracted digital world."
Watch the video.
See you in two weeks!
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