So you’ve been discovered. Big whoop.
Your name pops up in searches, people are clicking on your page, but are they hanging around?
Not if you don’t give them a reason to trust you.
Trust is the second stage of Personal Branding.
There are over 1 billion websites in the world. ONE BILLION.
You type one search phrase into Google, and get millions of results instantly.
But, out of those millions of results, there’s a whole lot of junk.
Today’s generation has been trained to be extra-skeptical of any site they enter, any app they download.
Scams abound, and media consumers are hawk-eyed for them.
So how do you build trust?
So much of the content we consume on a daily basis is MEDIOCRE at best. And, as AI becomes more prevalent in the sphere of content creation, it’s becoming EASIER to sift through the bad from the worst.
It is the truly GREAT content that builds trust.
How do you offer great content?
1. Base Your Content in Your Specific Field of Expertise
Consider questions you get asked frequently and answer them.
Reflect on relevant conversations you’ve had and write about your opinions.
Think critically about the future of your field and pose compelling hypotheses.
Focus on EDUCATING your audience so they’re on the same page as you.
2. Articulate Your Expertise Clearly
This is where sticky content comes in. There are so many ways to make your content memorable. Strong hooks, captivating stories, we can talk about more of these in detail.
Alter your writing depending on what platform you’re posting on. Your LinkedIn post shouldn't look the same as your tweet, or your Instagram reel.
3. Offer Content on a Consistent Basis, in a Digestible and Codified Framework
The point of view you offer needs to be different from what someone can find on Wikipedia. What additional value are you bringing? How does your perspective change the way we understand your content?
4. Engage With Your Network
What good is a whole bunch of curated content if your readers never get to interact with you?
Ask your network what they think of your work, what they want to hear more of, and what they disagree with.
This turns into a positive feedback loop, where your engagement leads to more content that resonates more deeply with your audience.
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