In today’s digital world, half your personal brand resides online which is why it's important to know how to produce content that your audience care about. Guess who an excellent example of content marketing is? Tim Ferriss. We feel like we know him well. Not just from his book, the 4 Hour Work Week, but perhaps even more so from his valuable articles, short videos and podcasting content on business strategies he provides us. On a more regional level, I appreciate Alexandra from House of Social and career coach Zeta Yarwood’s unique voices as it's content that adds value to the community and sparks us to take action.
In an experiment conducted by TechiPrdia, it was researched that brands that post consistent content were worth up to 20% more in revenue. In the past, my buying behaviour from a potential service has been swayed by inconsistent content; I've been turned off by a product looking slightly different or smaller in the picture. I've written before about how I chose not to meet the CEO of a digital marketing agency because her Instagram was checkered with pouting bedroom and car selfies...
Anyway, your content strategy can create more harm than good! Here are some basic tips that you should consider when developing your personal brand content strategy.
Get creative – I believe 2018 is going to be the year of the creativity. There is an incredible amount of noise, thought leadership, ‘influencers’, bloggers, vloggers… whatever. Hey, I’m even a blogger myself. Those who have a clear USP (what makes them so special) and who can market this in a thought-provoking way with creative elements (think edu-taining SHOWS), I envision will stand above the rest.
Speak authentically - no one appreciates someone trying to be someone you're not. Speak about your own experience; what you've learnt so far and where you are currently at. We are human, and we are not expected to have all the answers. Just like life, you should focus on the journey of your personal brand and what you learn along the way, rather than a final, fake destination.
Solve problems - by creating content that solves issues your audience face you add value. When you consistently demonstrate your industry knowledge through free content, they begin to trust your thought leadership and are more likely to buy your course or your event moving forward. To get, you have to give.
Produce videos – With auto play happening on Facebook and LinkedIn’s new release of video in 2017, video is now the hottest piece of content you can produce. Grab your iPhone, add subtitles, and you are good to go. With all the noise across social media (aka, gibberish) you need to come up with a clear purpose behind your video – are you trying to educate, entertain, inform or inspire? (again, focus on providing VALUE).
Have a strategy – what do you want to achieve by creating content and building your personal brand? If it is fame or following, then walk away. You need to be into this for the right reasons because let’s be serious; it’s a lot of work. The purpose of producing content should be to drive traffic to your website/ product/ course, to build brand awareness towards the bigger picture! Otherwise, stop wasting your time and start investing it into something more important in life, such as learning something new or your personal development.
ABOUT THE AUTHOR
Briar Prestidge is the CEO and Founder of Briar Prestidge International. With a background in digital marketing, branding and executive headhunting, Briar has an international career that spans over Dubai, New York, London, Melbourne and Auckland.
She is renown for her personal branding work with high-profile clients and has been featured in CEO Magazine Middle East, Entrepreneur Middle East, Ella Magazine, Khaleej Times and The Media Network.
Briar is also the Managing Director of media and events agency, Deals in High Heels and a talk show host. As a speaker, she presents on personal branding, digital and social media strategy, and motivation.