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With regards to thought management, content material entrepreneurs love to speak about authenticity. Nevertheless, different points of a thought management content material technique is likely to be extra related. Each chief engaged on their thought management content material has heard the A phrase: authenticity.
The Oxford Dictionary defines authenticity as “of undisputed origin and never a replica; real,” and to me, that may be a given in the case of a thought management technique — but it surely should not be the one factor that you simply give attention to.
Actually, I might say there are extra essential points to give attention to in order for you your thought management technique to work in the long term to your private model.
On this article, I am going to outline what an genuine thought management technique is, clarify why it isn’t the one factor it is best to give attention to, and inform you which various strategy gives you optimum long-term outcomes. Let’s begin with the fundamentals.
What’s genuine thought management?
An genuine thought management technique includes sharing real insights about your knowledgeable matter or business.
It focuses on showcasing private values together with motion steps, exhibiting a reputable alignment between ideas and actions. And as a method, it prioritizes unique and sincere interactions and communication, encouraging belief and accountability not solely with their viewers but additionally with their groups and stakeholders.
Is not that what each chief goals to be? That is why there’s extra to thought management than simply authenticity.
Why not focus solely on authenticity?
Whereas sharing unique content material is among the basic pillars of thought management, it isn’t the one essential side of it.
And here is why: Scientific research present that the common particular person wants to listen to the identical message round two to seven occasions to take motion. This idea turned generally known as the advertising rule of seven. Because the American author Zig Ziglar put it: “Repetition is the mom of studying, the daddy of motion, which makes it the architect of accomplishment.”
Because of this if you happen to do not repeat your message sufficient occasions, all that genuine thought management is misplaced in content material limbo. And worse: it implies that your content material is unlikely to have a significant affect in your viewers or stakeholders. Individuals want to have interaction along with your thought management messages a number of occasions for them to “sink in.”
All the trouble (and cash) you place into genuine content material, and a thought management technique is wasted. Alone, authenticity isn’t sufficient to make an enduring affect. With out consistency, you may as properly throw these rigorously crafted items of content material to the wind.
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Consistency is the brand new authenticity — here is why
Personally, I believe consistency is the undervalued facet of most thought management content material methods. But it surely should not be.
Merriam-Webster defines consistency as “steadfast adherence to the identical ideas, course, kind, and so forth.” Constant leaders adhere to the identical ideas day-after-day. It helps to outline who they’re and the way they serve their neighborhood.
As research present, messages want repetition in the event that they’re to be efficient. Having a constant message, then, results in a real, significant affect. And simply as it could in any relationship, consistency builds a reliable basis.
However that does not imply you should repeat your message word-by-word or put up the identical content material each week. Consistency is about evolution, not senseless repetition.
As an alternative of copying and pasting earlier work, convey authenticity into every message, offering new insights and constructing in your earlier content material. It will assist to make sure that your viewers grows into long-term followers and helps you obtain the last word objective of a thought management technique: changing into a reliable business useful resource.
That consistency can present up in a thought management technique in a number of methods, too. It is not solely about having an more and more insightful content material technique that builds in your genuine message each week. Consistency can be about exhibiting up to your viewers, workforce and stakeholders genuinely, actively becoming a member of conversations, answering questions in a well timed method and providing suggestions when mandatory.
Whenever you break down your thought management technique into bite-size items, engaged on them constantly, your message builds up over time, and your outcomes final for much longer than a single (and unintentional) viral put up.
With out consistency, your authenticity may lose its goal, as you may leap round concepts and initiatives. This may even make it harder to find out what elements of your thought management technique work and the place the successes and failures are.
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Establishing a constant thought management technique
Thought management is a marathon, not a dash: It takes time and constant effort. Whereas the occasional viral put up is a superb motivator, it will not assure long-term success and a status as a thought chief.
Nurture your viewers constantly, and they’ll commonly return to your recommendation. Stay true to your values and ideas, and your followers will know precisely the place you stand and what insights they may discover.
Consistency was once the forgotten sibling of authenticity — however not anymore!
