(Video clip here - 1:45 watch. Comes from a upcoming episode of Ketaki Vaidya’s YouTube to be released on 4/12, follow here.)
I’m not a true personal brand hater. But I hate how social trend-following created an image-first obsession.
When creating valuable content is the focus, a strong brand is the result.
When creating a personal brand is the focus, garbage content is the result.
It all starts with vanity metrics. And the lack of understanding of what they are. Things that seem important but really aren’t.
Likes. Views. Followers. Comments. All easily trackable. And there’s a million blogs on how to drive them, so they must be important, right?
Nope. The only metric that matters is your business goal. New sales. Easier hiring. Whatever you’re trying to do.
Useless engagement is counterproductive. No one landed a new client because of a motivational quote. But buyers do tune you out.
I define value as teaching someone something they didn’t already know. Or a new perspective they didn’t already have. That’s what actually keeps your real audience coming back for more.
And that’s what it takes to build business relationships with content.
You can follow me on LinkedIn here or join the discussion on this LinkedIn post here.