From Monologue to Dialogue. How to Create Content That Sparks Discussion

Remember the thesis that was popular a few years ago — "content is king"? I think it's time to reconsider it.

What I observe today is that it's not just content itself that matters, but its connection to a specific person or brand. True value emerges at the intersection of personality and what it communicates.

The New Era of Branded Content

When I talk about a brand, I mean both companies and personal brands. The key is that values and mission are transmitted through the content. This doesn't always happen formally. Often, we embrace this at a subconscious level.

For example, when reading a message about how a company is participating in an exhibition or launching a new product, we understand what truly matters to this company — their values, work principles, and team culture.

Who Needs Your Content?

Today, the recipient of content is no longer just a subscriber or potential client. It's a much broader audience:

• your employees
• current clients
• potential clients
• partners
• potential partners and investors

It's important that the communication process is continuous. Like a plant that needs regular watering — if you stop, it will wither. And if you start watering again later, it won't recover — you'll have to plant a new one.

The same applies to your audience: when you stop transmitting the right messages, recovery is essentially a fresh start. That's why consistency is critically important.

Competition for Emotions

Content requirements are growing because content is becoming more abundant and diverse. Content creators compete for:

• client value
• quality
• attention
• emotional response

Today, content is not so much about information as it is about emotional response. Look at TikTok — it plays on emotions: laughter, self-recognition, surprise. Pure information without emotion is lost in the feed.

LinkedIn doesn't have such fierce competition yet, but it's heading there. That's why it's important to start working right now to be ready for changes.

5 Recommendations for Companies That Don't Yet Maintain Their Profiles

1. Research before you publish. Use Google and keyword research tools like SEMrush to identify the exact questions your audience is asking. Include these topics in your content plan for the first 2-3 months.
2. Create a content mission statement. Define the specific value you'll deliver in every piece. Make this your North Star for all content decisions.
3. Start with LinkedIn's native formats that get higher engagement. Instead of just posting articles, create polls that engage your specific industry, use document carousels for step-by-step guides, and record 1-minute videos answering common client questions.
4. Set up content performance benchmarks. Track not just views but meaningful metrics like comment rate, shares and saved posts. Use LinkedIn Analytics to identify which topics drive the most profile visits and connections.
5. Implement a sustainable content calendar. Rather than attempting daily posts, start with two quality posts per week at the same days/times. Use content batching—dedicate 2-3 hours monthly to create multiple pieces at once, then schedule them using tools like Buffer or Hootsuite.

Don't Know Where to Start?

If you need a consultation on content strategy or want to discuss how to infuse your brand with emotions — message me. Together, we'll develop a plan that will help your brand speak with a voice that will be heard.