The post induced a mix of reactions. Those vehemently disagreeing, but many nodding in agreement.
His “Content Shock” post generated …
hundreds of comments (negative, positive and in-between);
sucked precious time from his business, (because he answered most of the comments);
and spawned a host of podcasts, articles and blog posts about this very topic …
Heck, I even wrote one of my own.
Why did the Content Shock post take off?
Mark thinks about the future of the online realm we inhabit and freely expresses himself, often.
He is never afraid to speak his mind and take a stand on an issue.
And for him, fear and uncertainty are just part of the process.
Yes, I disagreed with him at the time and will admit I’m still on the fence regarding the topic of content shock, but I 100% respect what he wrote and admire his savvy, smarts and business acumen.
He’ll write on a potentially controversial topic, but here’s the important part … he has the gravitas to back it up.
To me, this is thought leadership.
Yes, many don’t like the term thought leader, but I don’t want to argue about that. I just want to say the social realm, as fickle as it is, has leaders and followers just like the “real” world, and guess what? We need leaders, or at least those willing to take a stand.
This is how conversations on important topics get started. And his post lead to some heated, but insightful comments.
Insightful comments that could have easily become entertaining, useful, and controversial blog posts of their own.
Thought leaders write posts that generate these types of comments, and this is great for all of us.
What is golden goodness?
A post that gets everyone’s attention in the Content Marketing cave of echoes.
Heck, I’m still thinking about it (Content Shock, that is ;))
Mark could easily write posts like this all the time, but he chooses not to.
Like any skilled content marketer, he’s not solely focused on comment count or engagement for the sake of engagement.
I imagine he wants to move the needle when it comes to his business (don’t we all), but he also wants to make us think.
As Doug Kessler wrote in this excellent Slide Share presentation on the very topic of Content Shock, “The winners will be those who build Great Content Brands.”
“A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.”
He also goes on to add “authoritative,” “passionate,” and “prolific” to the mix.
Thanks, Doug. From now on I’ll just call thought leaders great content brands.
I kind of like that 🙂
If you want a detailed plan on how to build a brand that rises above the noise, connects with the right audience, and drives the action needed to help you advance your business, sign up for my email list where I’ll show you the 6 steps to bring your brand to life.
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