Use Innovation & Sincerity to Share Content and Create Job Opportunities

Do you use content marketing, the most effective marketing strategy today, to sell yourself?

Are you creating content, to grasp job offers?


As a young millennial, you may be quite set in the volume of content you use. Finally having dozens of articles and infographics, you build up your brand online by posting these.26 flickr

However, you don’t seem to be getting the results you expect.

There are many questions and answers in regards to how to edit, tweak and revise content made for the inexperienced. What is not looked into, is the overall strategy involved with content marketing.

I will use a guide that Jason Miller created, a senior at LinkedIn Marketing Solutions. The article was written by the founder of Social Media Examiner, Michael Stelzner.

Below is the insight of content marketing leaders, in how to optimise your content.



Innovation, not Invention

What struck me to the core was the insightful way in which Jason nailed content marketing.

Core Principal: Create more relevant content.

As much of the online world is catching on, there is a lot of content. And it’s growing, whether it is spam or good content.

But to do that, you must first establish your expert status to be heard.


Own it by publishing it into a book or report

What Jason did was write a 65-page book. I imagine, if you want to ‘own’ a particular area to write content about it, you must publish it in a format that is professional.

Not only that, but it must legitimise itself through its’ the format. A book gives you an author’s validity, as it is more exhaustive in length, lending your publication expert status.

It can be anything easily digestible in my opinion: A thesis, experiment, or even documentary.


You own rock, now break rock

Essentially, Jason coins it the big rock, where you build a foundation of ownership of that area.

Then, you break up the rock into smaller pieces but change just the format of each.

Example: Make an infographic of statistics for better understanding of figures, or create a SlideShare slide show to highlight a story.


At Marketo, (Jason’s old job), he led global content marketing. Simply by using whitepaper content and changing it into a SlideShare show, views blew up from 18,000-350,000 in six months.

Key Point: Break up and transform your large content thesis (which helped you own an area) into smaller bit sized pieces. Transform the pieces into what would be more suitable mediums for it whether it be a short video clip, infographic, or a topic to discuss on in a LinkedIn group.


Sincerity wins over economic goals

Jason also mentioned that having content that gave props to the thought leaders or experts it took from was a must.

What this does is: Validate via 3rd Party Experts & Grow Opportunities


Validation by Thought Leaders

Validation is a fancy word, but you are essentially sliding in what experts are saying to plush up your viewpoint. And, it does cut down on what you have to say.

It’s great in that: Your content can not only be stronger with it, but you can use less content and save it for another day.


Nurture Opportunities through Relationships

Jason mentioned that he became a guest speaker at various events because he always quoted what he used from leaders. It allowed relationships to build up.

It makes sense. Leaders like their ideas being discussed, and most importantly being known for them. Collaboration and relationships can be built out of this, just by giving due respect.

Using another article by founder Michael Stelzner, he talks of Mark Schaefer, a successful blogger.
Right to point, he says people share for three main reasons:

1. As an act of generosity or kindness to inform or help people.
2. As an expression of their own identity.
3. Because they love the brand so much, they share the content no matter what it is, because it’s about the emotional connection. (This reason has nothing to do with content and everything to do with the person or the brand that wrote it.)

(Source: Social Media Examiner)


The same is said of content marketers. There is too much focus on generating economic value, rather than focusing on sharing as a social experience.

Social sharing is human, where we connect our emotions and values and the works with the online world.

It made me pause because: It made me reflect on just what the hell I was doing.

Case Example: GoPro, the example given for a small sports camera that can attach and record most sporting stuff is gold.

Alpha Audience the Creators: the special 2% of users are the main content generators of GoPro. GoPro doesn’t create content. Indeed it doesn’t need to now. It’s passionate, and driven alpha followers take it up.


Why, and HOW are they doing this?

Sincerity Shown: By rewarding the most loyal. Rewarding the ‘sharers’, the content creators, and being thankful for their help.

Key Point: Content sharing on social media is a very human expression, often voicing concerns, joys, and identities of those that share.

Understanding this, successful alpha followers that create amazing content arise. GoPro is just one.

PewDiePie anyone? YouTube and Facebook are great examples, where the generous rewards have given rise to celebrities that have livelihoods on these social platforms.


Key Takeaways

  • Content creation is not just about the content itself, but aiming it into the right channels. Make it your own first, and recycle it into more appropriate channels to reap even more benefit.
  • Tip your hat to be noticed and validated by the leaders in your field. And you never know, you may be asked to collaborate or even guest speak.
  • Sincerity and understanding that traffic isn’t just numbers, but expressions of social sharing down by humans.
  • Rewarding them and creating an alpha following will benefit your blog or profile, to the point where they are the main content creators.

Final Thoughts

SEO and other tips are certainly useful and give real value in terms of results and traffic. However, I believe that some core issues were hit on the head, in terms of how content can be viewed.

And most importantly, what content sharing socially means. It is the human experience of how we feel and share today, so we must give respect, and reward those that help us.


Was this useful? How do you share online content promoting yourself?

Please share your stories and insight in the comments below.

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