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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 perhaps 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 duplicate; real,” and to me, that may be a given with regards to a thought management technique — nevertheless it should not be the one factor that you just deal with.
In truth, I would say there are extra essential points to deal with if you need your thought management technique to work in the long term on 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 deal with, and let you know which various method will provide you with optimum long-term outcomes. Let’s begin with the fundamentals.
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What’s genuine thought management?
An genuine thought management technique entails sharing real insights about your knowledgeable subject or trade.
It focuses on showcasing private values together with motion steps, displaying a respectable alignment between ideas and actions. And as a technique, it prioritizes authentic and trustworthy 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 authentic content material is without doubt one of the basic pillars of thought management, it isn’t the one essential side of it.
And here is why: Scientific research present that the typical particular person wants to listen to the identical message round two to seven occasions to take motion. This idea turned often 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.”
Which means that when you 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 influence in your viewers or stakeholders. Folks want to interact together with your thought management messages a number of occasions for them to “sink in.”
All the trouble (and cash) you set into genuine content material, and a thought management technique is wasted. Alone, authenticity will not be sufficient to make a long-lasting influence. With out consistency, you would possibly as properly throw these fastidiously crafted items of content material to the wind.
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Consistency is the brand new authenticity — here is why
Personally, I feel consistency is the undervalued facet of most thought management content material methods. Nevertheless it should not be.
Merriam-Webster defines consistency as “steadfast adherence to the identical rules, course, kind, and many others.” Constant leaders adhere to the identical rules 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 influence. And simply as it will in any relationship, consistency builds a reliable basis.
However that does not imply you could repeat your message word-by-word or publish the identical content material each week. Consistency is about evolution, not senseless repetition.
As a substitute of copying and pasting earlier work, deliver authenticity into every message, offering new insights and constructing in your earlier content material. This can assist to make sure that your viewers grows into long-term followers and helps you obtain the last word aim of a thought management technique: changing into a reliable trade 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 also be about displaying up on your viewers, staff and stakeholders genuinely, actively becoming a member of conversations, answering questions in a well timed method and providing suggestions when vital.
While you break down your thought management technique into bite-size items, engaged on them persistently, your message builds up over time, and your outcomes final for much longer than a single (and unintentional) viral publish.
With out consistency, your authenticity would possibly lose its goal, as you would possibly soar round concepts and tasks. This will even make it tougher to find out what components 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 publish is a good motivator, it will not assure long-term success and a fame as a thought chief.
Nurture your viewers persistently, and they’ll commonly return on your recommendation. Stay true to your values and rules, and your followers will know precisely the place you stand and what insights they may discover.
Consistency was the forgotten sibling of authenticity — however not anymore!
