Part of a good content marketing strategy as a personal brand is the part that isn’t just about what you do; it’s the part about what you love and are passionate about.
And while your strategy should adapt to talk about what’s happening in the world (politics and so on), you simply can’t adapt it to talk about everything.
Why? Because there’s too many things to talk about.
Furthermore, not all of those things will be relevant to your target audience. I know we’d like to believe that our opinions on every little thing are important, but it’s probably not the case.
Nobody can be an expert on every issue. And you’ve got other things to talk about.
So how do you choose what you will and won’t react to? Where does the thing you care about, intersect with the thing your target audience cares about, is directly involved in, or affected by?
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Obviously some issues are bigger than others. This year has been full of big ones: the Aussie bushfires, COVID-19 and Black Lives Matter. I would say it would have been a safe bet for anyone to comment on any of those things.
But COVID-19 (for example) has significantly and detrimentally impacted those who work as garment workers in the fast fashion industry. Many big name brands have refused to pay for orders placed prior to lockdown which has meant women already on very poor wages have lost their income.
Over a year ago I quit fast fashion, and it’s something I already spoke about with some frequency on various social media platforms. I have also defined part of my target audience to be those who have a passion for sustainability.
With these two things in mind, it’s a no brainer for me to talk about this. It makes sense for me to care about this.
But COVID-19 has also had a huge impact on the economy, which is something I know next to nothing about (percentages?? stocks??? GDP??). Furthermore, my target audience doesn’t include politicians, financiers, stock brokers, hedge funds… etc.
So when the economy comes up, I just sit that one out.
It’s all about staying in your lane or your zone of genius, and being aware of what’s most important to your target audience; the recipe for any good content marketing plan!
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Until next time, be kind to yourself!