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Pardon my French, but you are the shit.

You’re a skilled and knowledgable subject matter expert. You’ve been at it for many years. You know what’s up and where it’s headed. On top of that, you’re totally different from your competitors and your clients truly trust you.

Now, in order to let the rest of the world know, you’ll need content.

A consistent stream of your knowledge, expertise and experience. Presented in such a way that it appeals to the market. And is rewarded with attention and interest in what you have to say.

This content can be many things:

  • A project you’re currently working on for a client.
  • Something you’ve heard on the news. Or, more likely, something you’ve read in professional media.
  • (Upcoming) changes in rules and regulations.
  • Or even suggestions by generative AI. Why not!?

Whatever the content, it’s important to understand that there’s a 3 step process:

  1. Content ideation
  2. Content creation
  3. Content distribution

Don’t try and do all 3 things at the same time. Coming up with something to write, actually write it and then publish it, is way too hard. If not, impossible.

Instead, take it one step at the time.

  1. Collect your ideas in one place. This may be a Word-document you can always access, a page in OneNote or a list in Pocket. Just use a tool you’re already using.
  2. Set specific times for writing your content. Maybe, you like writing before the break of dawn. Or, you prefer creating content late at night. Find the time that works best for you.
  3. Now, distribution is tricky. There’s so much content out there. Way more than a few years ago. Reaching your target audience isn’t easy. Try and find the best days and time slots for your content. This is a trial and error process. Check your web / social media / newsletter analytics.

Oh, before I forget… There’s one more step: content recycling.

Why use your content only once? In one format?

That blog post, contains a few LinkedIn posts. A comment may trigger you to write another in-depth post on the same matter. And maybe, you can experiment with some Gen AI tools to turn your post into a video.

Hope this helps!

Thank you for reading Nudge #016, sent to busy subject matter experts on February 6, 2024.

Also sign up for The Nudge if you feel you can use a little marketing & business development push now and then.