Have you noticed?
Every now and then, a particular idea takes hold and every content writer in your industry writes about that one topic.
Sure, some posts are interesting. Some add to the conversation or make a unique point. But most just rehash everything that’s been said before.
It’s as if there are conversational trends, started by the cool kids, that everyone else feels they have to join so they won’t be seen as an outsider.
The trouble is, they don’t always have a strong opinion. They’re weighing in because they think they have to. Not because they have something to say.
So today I’d like to give you permission NOT to join a conversation you don’t care about.
In content marketing, you’ve heard that it’s good to follow topical trends because you can ride a wave while it’s big. But in reality, the opposite is true.
If you want to differentiate your business, you’ll avoid those trends.
The goal in content marketing is to build authority as a thought leader in your niche. To do that, you can’t copy. You have step out of the crowd and say something new.
You shouldn’t follow conversational trends. You should start them.
Don’t follow the crowd
If all you do is follow other people’s ideas, you’re a follower. And people don’t notice a follower. They walk alongside you, keeping their eye on the same guy you’re watching.
That means you’re part of the crowd. You don’t stand out.
I call this “follow-itis,” and it’s a deadly disease for marketers. The only way to avoid it is to stop waiting for others to say or do something before you think it’s okay.
You don’t need permission to broach a subject.
You don’t need to wait for someone to introduce a topic before you talk about it.
If you have an original idea, you have the right to share it. Make that an obligation.
Because good ideas can make a big difference in people’s lives. And those ideas can come from anywhere. Even from you.
Here’s what you need to remember: Thought leadership demands that you have your own ideas and your own point of view. So dare to share your ideas, even if no one is saying anything remotely similar.
“Take stands, take risks, take responsibility.” ~Muriel Siebert
Be brave
It takes courage to stand out, to be the first person to introduce a new idea.
That’s why there aren’t many honest-to-goodness thought leaders out there.
When you’re the authority, you’re the point man. If there are any land mines, you’re the one who steps on them. So before you take that first step (or share that first idea), you have to be confident the field is clear.
When you introduce a new topic, you put yourself out there. And sure, it can be scary.
But there’s another side to the issue. There isn’t just risk in being first. There are rewards as well. If you say something that catches on, you become the guru. ‘Nuff said.
So how do you muster the courage to stand out?
Realize that if no one likes your idea, it isn’t the end of the world. A failure doesn’t mean you’ve failed. After all, the biggest successes have failed more times than the average person tries:
- Thomas Edison constructed 3,000 theories about electric light, but after working on them, only two turned out to be true. That means he spent time and energy on 2,998 ideas that didn’t work.
- Harland Sanders was rejected 1,000 times by restaurateurs who didn’t want his secret recipe for fried chicken. Now Kentucky Fried Chicken has 17,000 locations around the world.
- Donald Trump has filed for corporate bankruptcy four times, yet he remains a successful businessman and a multi-billionaire.
Don’t let the fear of failure stops you from speaking up and standing out. You’ll never be a leader if you don’t try.
“Everything you want is just outside your comfort zone.” ~Robert Allen
Trust yourself
It’s easy to believe in yourself after a few big successes. Take Seth Godin, for example. When he introduces a new idea, everyone listens.
But before he sold his first book, he got 950 rejection letters. So he had to believe in himself when it appeared that no one else did. He had to keep sending out his ideas, even after hundreds of people had said no.
That takes trust. Trust that you know your stuff. Trust that your idea is worth it. Trust that you can pull it off.
Being a thought leader doesn’t just take courage, it takes faith in yourself.
That level of faith is powerful, because instead of waiting for others to approve, you give your own stamp of approval. Which means you can act while others are still waiting.
When you trust yourself on that level, you don’t need to follow other people’s conversations. You start your own and you know that when the time is right, others will join you.
“Everyone who’s ever taken a shower has an idea. It’s the person who gets out of the shower, dries off and does something about it who makes a difference.” ~Nolan Bushnell, founder of Atari
That’s what content marketing is all about
Content marketing isn’t about writing posts and publishing on schedule. It’s about having something to say and saying it well.
We all want to get noticed and become the authority on our core topic. We like the idea of becoming a thought leader. But we shy away from the activities that get us there.
But that won’t get you where you want to go.
So here’s my assignment: Come up with an original idea. Think of something that’s new and wacky. If it’s something you’ve never dared to say before, all the better.
Write it down. Or put it in a video. Express your ideas from your own unique perspective. Then put it out there where people can see it.
If they love it, great! You’ve started a conversation.
If they hate it, great! You got noticed.
But no matter what the response, keep sharing your unique ideas.
