Use Your Own Voice: Avoid the Copycat Culture of Social Media
When writing inspirational content, authors often turn to quotes as a starting point. At first glance, this seems to make sense. Why not rely on the wise words of Martin Luther King, Jr. or another notable thought leader in history to grab people’s attention? Won’t this give credence to your points?
When you take a closer look, you will soon find that following this route is a mistake. Using quotes from famous orators to motivate your audience provides no insight into your abilities as a leader. It doesn’t make you a subject matter expert either. What it shows is that you have a talent for curating other people’s ideas and words.
The Copycat Culture
Social media is a wonderful platform. Yes, modern-day research has shown that an obsession with it is harmful. Still, when used in moderation for the right purposes, it is phenomenal. Social justice warriors can unite to gather support for causes online. Companies reach out directly to people who have complaints about their products and services. People stay informed about events happening half a world away.
Unfortunately, all of this not only comes with copycat culture but creates it. Businesses, philanthropists, social media influencers and even everyday users are vying for attention. To do this, many of them piggyback on trends to appeal to their audiences. While this certainly helps them to remain on-trend and connect with people, it also means that over time, everyone begins to sound the same.
Subsequently, in a lot of ways, social media has marginalized individuality. This has gotten to the point where many companies are reluctant to innovate. They no longer work hard to create something truly powerful. Instead, they go through the motions of ever-changing trends.
“Using quotes from famous orators to motivate your audience provides no insight into your abilities as a leader. It doesn’t make you a subject matter expert either.”
Social Media Content Creation
The fact remains that trends have to come from somewhere. Someone has to do something a little bit differently. This then catches the eye of another person and creates a domino effect. The tendency to hop on board after the fact isn’t the trait of a leader. It’s a clear indicator of a follower.
Because of this, creating your own content plays a vital role in your individual and business success. Sharing your own thoughts with others not only builds trust but also establishes you as an expert. This helps you to build a more lasting relationship with an audience that comes to value your expertise. Here are some additional benefits.
1. Builds SEO: Forbes describes content creation as a core SEO element. Experts mix keywords and other technical considerations into your content to help you connect with your target demographic organically.
2. Creates a Library: Most of the time, when people do online research, they aren’t looking for something to buy. They want information. Consistently providing accurate information that doesn’t just regurgitate what everyone else is saying helps to make you a trusted resource.
3. Elevates the Brand: The more consumers view you as a subject matter expert, the more credibility you develop on an individual and company-wide level. This helps you to score placement and link-building opportunities even without initiating direct outreach.
4. Increases High-Quality Leads: Growth in credibility and awareness increases the likelihood of becoming the top choice when people want more than just information. Millennials especially tend to buy from brands they connect with and that they trust.
Growing as a Thought Leader
Obtaining these benefits won’t happen overnight. It takes consistent planning and the ability to keep those creative juices flowing. If you have a case of writer’s block, it’s better to take the time to do some more research than to merely repeat the thoughts of others. Here are some additional steps you can take to elevate your content.
1. Create a Plan: Always start with a plan. Your plan should include details on who your audience is, what their pain points are, what values you can bond over and your strategy for connecting them with your brand.
2. Write Clearly: In order to create change and inspire action, people have to understand what’s being said. Using colloquial language, Old English quotes and modern-day memes can make that difficult.
3. Consider the Audience: There is a place for the occasional pop culture reference or joke. To do this successfully, you must know your audience well. The wider the demographic you serve, the more factors you need to take into consideration.
4. Interact With Others: From ads to newsletters, business communication tends to be a one-way street. Social media helps companies to rope others into the conversation and join others as well. You can also use blog comments for a similar purpose.
The Bottom Line
When handling social media content creation, it’s important not to get peer pressured into conforming to online norms. Innovate ahead of your audience and your competitors. Then, take what you learn off social media and apply it to your website copy, blogging and other aspects of your marketing strategy.