Why personality in content is profitable and how to do it (Content Lab, Ep. 57)

Countless business leaders say their people are their greatest asset... so, why does everyone's content sound the same?

January 24th, 2021 min read

You know what kills me? When someone tells me their people are their greatest asset at their company... and then I look at their blog... every single article sounds exactly the same. And then, when I pull up the blogs of their competitors, they sound just like them.

We're all wandering around talking a big game about wanting to be thought leaders who have big, boundless opinions and singular voices that get us noticed by our ideal buyers.

But something happens when we sit down to create a piece of content. We flip a switch and we turn the unique aspects of our personality off. We crush every syllable, punctuation mark, and sentence through a restrictive, buttoned-up translation machine, so we all end up sounding just like everyone else.

Now, to be fair, I used to be the same way. I didn't always throw Godfather and Han Solo references around with reckless abandon. I used to be petrified that, being in a B2B industry where I needed to be "taken seriously," my real self was not enough.

Clearly, that's since changed.

So, in this episode, John and I pull back the layers on this problem and discuss:

Why we sterilize our voices in our business content
Why it's so important (and profitable) that we overcome this
How exactly to do it in your content (both written and video)

Enjoy!

Listen to the episode

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Until next week!

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