Know what really bugs me?
(Honestly, the first thing that comes to mind is dirty dishes left on the counter when the sink and dishwasher are RIGHT THERE.)
But a close second is chirpy guru types who toss out lines like, “Make content!” like it’s a quick fix you can do in a weekend and wake up a millionaire on Monday.
“Make content” is good advice. It’s also a long process that takes a fair bit of effort, not to mention trial and error.
And when you put your time and energy into creating content and no one seems to pay attention, you might wonder what went wrong.
(You also might be tempted to throw your computer. I encourage you to restrain that particular impulse.)
Here are three very common mistakes that make content easy to ignore. Fix them and you’re one step closer to being unforgettable.
1. Casting Too Wide a Net
You don’t have to weigh in on every topic in your industry.
Tackling topics at the edge of your expertise as though you’re an expert erodes your audience’s trust. And the content is almost guaranteed to be fluffy and low value.
You also don’t have to jump on every trending hashtag or news story.
Don’t give your audience whiplash by bouncing around from talking about skin care to politics to the latest Swiftie drama.
The Fix: Stay in your lane. Keep a red thread of continuity running through your content so people get to know you for one thing.
2. Sharing Half-Baked Ideas
Thought leadership isn’t a sprint; it’s a marathon.
Lots of creators, eager to take on the mantle of “thought leader,” share random bursts of content. They publish a bunch of shallow, high-level pieces, burn out, stop posting, and when they get their strength back start again.
While I appreciate the hustle, it’s a hamster wheel. These creators expend a lot of energy to not go anywhere.
It’s better to publish less content, on a steadier cadence, and make sure it has the depth and quality it takes to capture and engage an audience.
The Fix: Invest time in developing your ideas. Put them in context and back up statements with verified data and facts.
3. Playing It Safe
Here’s a hard truth: If you’re trying to please everyone, you’re not leading—you’re following. As Seth Godin says, “Thought leadership always creates tension. It’s about making assertions and you have to be willing to be wrong.”
The Fix: Take a stand. Over half of business leaders say it’s essential for thought leaders to have strong opinions. Don’t be afraid to ruffle a few feathers.
The thing that ties all these reasons together is usually an eagerness to just start. It’s easy to get so caught up in the excitement of creating that you forget to give your creations a foundation to stand on.
Memorable content leads thoughts. It’s unique, insightful, and part of a big-picture strategy. Get those foundational pieces lined up, and all the content that comes after has a much better chance of engaging the audience.