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Few things in life are as frustrating as talking to people who have no interest in what you have to say.
Whether it’s a colleague or opposing counsel — or, let’s be honest, your spouse or your child — when your audience doesn’t care what you have to say, you’re better off not saying anything.
With your marketing and business development efforts, if your audience doesn’t care about what you’re saying when you publish articles, social media posts, videos, and other forms of thought leadership, you’ve wasted precious time (and likely money) producing content that falls on deaf ears.
To avoid such an unpleasant outcome, consider doing the one thing that can prevent your audience from tuning you out by elevating the quality of your thought leadership: Become a social media lurker.
That is, become someone who studies what your past, current, and prospective clients and referral sources are talking about on social media.
Lurking on social media could be the key to creating thought leadership content today and tomorrow that your clients and referral sources actually want to consume.
Your clients and referral sources are on social media posting, sharing and commenting on items of interest to them.
But if you look deeper at the substance of those posts, shares, and comments, you’ll see they concern topics that fall into categories, such as:
Lurking in this context means following your clients and referral sources on social media, along with:
As you lurk and see what your clients and referral sources are talking about, and what the media outlets, influencers, and organizations they follow are discussing, you can take what you’ve learned about what’s on their (and others’) minds and create relevant, valuable, and compelling content about it.
The topics and issues they’re posting, sharing, and commenting on become the inspiration for your thought leadership content. More specifically, the trends they’ve observed, their concerns, their unexpected challenges, the buzz you’ve seen, and opinions about world events become the jumping-off point for that content.
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