Original Content Publishing is Personal Brand Building

A simple rule of thumb to consider when publishing original content and conducting personal branding activities is to ensure that your intent and actions align with the goals of your audience. Ask yourself, "Would I be satisfied if I was on the receiving end of this action?"

Other questions to shape your content direction and brand voice are:

What are the needs, goals and interests of my audience?

What is my unique value proposition?

What are other influencers and advocates providing to the conversation?

What is my brand promise?


Original Content Publishing Statistics

45% of marketers say blogging is their #1 most important content strategy. (source)

69% of marketers say they plan to increase their use of blogging this year. (source)

The average word count of top-ranking content (in Google) is between 1,140-1,285 words. (source)

Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts. (source)

Just over half (51%) of business owners report that content management is “very important” or “absolutely critical” to creating a co hesive customer journey. (source)

Personal Branding Statistics

Consistency is key: it takes 5-7 impressions for someone to remember a brand. (Source)

Brand messages see 561% more reach when shared by employees on social media, compared to the same messages when shared by the brand's social media channels. (Source)

Brand messages are re-shared 24x more frequently when posted by an employee vs the brand’s social media channels. (Source)

On average, employees have 10 times more followers than their company's social media accounts. (Source)

Content shared by employees receives 8x more engagement than content shared by brand channels. (Source)

Take Aways

Focus on what is is unique, valuable and differentiates you to your audience. Personal branding is about providing your audience with content and insights that address the needs of your network and customers, not yours.

People buy from, interact with, and communicate with people - be yourself. Make sure your content and message are authentic and transparent and that your intent comes through with your technique.

You are the media - focus on making yourself consistently visible and engaged in the conversation across the right context. Your audience may be active or passive consumers of your content brand; they will engage with you when they are ready. Ensure that you remain consistent and top of mind.