Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> Two Ways to Get People to Notice Your Content

Written by: Vickie Sullivan  |  January 31, 2019

Two Ways to Get People to Notice Your Content

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In my last post, I sounded the alarm about the onslaught of content. One of the recommendations in the Search Engine Journal article was to “hijack trending topics.”

It’s a good idea. The problem is many of us already do that. This tactic is becoming a little too popular, so it’s harder to break through the white noise out there. Here are two better ways to stand out when everyone else has an opinion:

• Expose the agenda. A lot of folks get into the problem/solution trap. They will explain the challenge behind the topic and propose an idea, thinking those recommendations make them look like problem-solvers. Instead, create context. Explain why something happened. What was the intention and how did this effort derail? What was the motivation? This angle allows folks to think about their situation – possible pitfalls and ripple effects.

• Tell the “elephant in the room” story. Every situation has an unspoken narrative. Usually around trust, betrayal, all that good stuff. Tell the background story around the event – what folks know but won’t discuss. It’s intriguing and sharable.

There’s a reason why some tactics get popular fast. They work great! But how you implement that approach is a moving target. Pay attention to how your peers use this idea, then do something different. And at some point, be prepared to leave when oversaturation creates diminishing returns.


Listen: When to Abandon a Great Tactic That Worked Well Before


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