3 Unconventional truths for content that makes impact
How I got 40,000+ readers and 2,000 subscribers with 8 hours a week
Struggling with what works and what doesn’t for your content? How to get the views and reach? I get it, it's hard.?
If you want to get ahead and rise above mediocrity, you have to break some rules. These are my uncommon truths for content that makes an impact.?
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Humbly bragging, I'm quite good in the content game, investing 8 hours a week and around € 750 for licenses a year.?
My secret? I write by hand, for humans, use AI, and am always on.?
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Let’s unruffle my secrets.
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1. Dare to be different, authenticity wins
If you want to stand out, you have to dare to be different. And break rules to show your authenticity. Being authentic matters more than ever; the more AI we have, the more we value your perky personality.
Nothing is as capturing and mesmerizing and creates more impact than being authentically you.
Of course, there’s the weekly new trending advice, tips, tricks, and do’s and don’ts for content and socials. These all focus on favoring the algorithm and getting as many eyeballs as possible → the vanity metrics. But what matters to you?
For me, that is sharing content to inspire others to do better. Let's be honest, the likes and comments polish my ego. However, what really makes me smile are the people who, in person, tell me they’ve read my content and are inspired.?
And I'm surprised by this because my reach and likes are low. But, according to what people tell me upfront and in person, they do read what I write. They just don't give it a like or a comment.?
My secret? I write for humans, not for the algorithm.?
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How to do this: write for humans
First and foremost, I write for humans. I don’t write for the algorithm, I don’t do extensive research for keywords, or I hook up with fads and trends.
I select my topics based on my vision and experience. I give context to what’s happening in the marketing market. I share what I think senior executives and directors should know and do to let content contribute to the business and become accountable.
Lastly, I try not to take myself so seriously. Having a little fun goes a long way and is much more exciting than the serious stuff. When writing, I also break the (grammar) rules to get my message across. Not giving a f*ck about the pixel-perfect grammar is liberating.
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Once you know how to show your authenticity, it's time for some AI.
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2. Use AI wisely; it's your tool, not a shortcut
AI is great; it’s here to help you, not to replace you. Don’t be lazy and think AI will do all the work for you. That's just not how it works if you want content that makes an impact.?
What works: you do the thinking; AI helps with the operations.
With just 8 hours a week, I publish one or two content items and distribute them a-synchronously on LinkedIn, Medium, and Instagram, and I’m flirting with Substack.
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How to do this: think and write by hand, research, and refine with AI
My secret is that I first write every piece of content by hand. I sketch the story outline and strategic message old school with pen and paper. Marrying the ‘problem - solution – benefit – deeper benefit’ with ‘what to know – why it matters and what to do.’
Then, I jump to my laptop, do some AI-powered research if needed, and start writing in Word. Drop it in the CMS. And only then, I jumpstart AI again to refine, proofread, be my worst critic, and challenge me to do better.
I notice that when I let AI do the writing, I slow down at the end because my fundament is too wobbly, not authentic, too generic, and, honestly, a bit weak.
So, when I do the thinking and writing by hand and use AI for research, refining, and quality checking, I speed up and produce better, more authentic content.
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If you nail the AI game, it's time for the practice to make it perfect.?
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3. Grind. Consistently. The unglamorous path to success
I know this is not what you want to hear. But this is what you need to hear.
There’s no hack. There’re no cutting corners. The secret of impactful content is doing the boring work continuously.?
There is no AI to the rescue to produce amazing content overnight. If it was that easy, everyone would do it. And given the vast amount of annoyingly mediocre, superficial, generic content out there, lots of you fail.
To produce authentic content with a valuable message, give information, and answer your customer’s questions, you need practice to make it perfect.
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How to do this: plan it
The fix is easy, even though I realize this is easier said than done.
Amazing content takes time. You have to allocate and plan serious resources to create your content. Content that claims your thought leadership shares your vision and mission and how you solve some of your customers’ problems.
Content is not a campaign. It’s always on and deserves continuous attention.
Please note that I don’t recommend pushing out as much content as you can. I advise you to continuously pay attention to your brand content based on your data, give context to what’s happening, have a little fun, and be proud of your brand.
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Frequently asked questions about AI and content
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Your final takeaway; making your content count
So, to summarize, there's no hack to get great content that makes an impact. As a CMO, or senior executive, you need to realize that AI is not an excuse to save budget on your content team.?
Good content is damn expensive. For a reason.?
These are my 3 truths how I got 40+K readers and 2+K subscribers a year with just 8 hours a week
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Now, it's up to you. And don't forget to have some fun and pride along the way.??
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Need help to start with AI today?
If you need any help setting up this new process and getting your team started while hitting the ground running, don’t hesitate to?drop me a DM?on LinkedIn.?
If I'm not your designated person, I can certainly recommend someone in my network who can help you.??
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