230: Unlocking & shaping your ideas through deep content, with Sonja Nisson, School of Valuable Content
- S6E230
- 45:31
- August 17th 2022
To build a credible thought leader brand, you need to be able to unlock, shape and communicate your ideas.
One way to do this is by producing 'deep content' that sparks conversation and attracts an audience.
Sonja Nisson is an independent brand strategist and content coach from Bristol in the UK.
In this episode, Sonja and I get philosophical about creating content that matters.
Sonja calls it 'deep content'.
Deep content positions you, unequivocally, as the expert in your field, she says.
- It shows your commitment to your specialist subject.
- Going above and beyond - not many people will do this, you have the edge.
- You learn so much by doing it.: your expertise deepens.
- It leads to other things. Never underestimate the serendipity factor of releasing deep content into the world, Sonja says.
Sonja touches on the power of intimacy and vulnerability in your writing, and shares the concept behind producing 'stock and flow' content.
Sonja and I also discuss the different examples of deep content, and explain how it can come in many forms.
FURTHER READING: Beyond blogging: deep content to change your business and your life
CRANK THE 3RD: Exploring the entrepreneurial + creative side of life post 50
CRANK THE 3RD is a weekly podcast in which we explore the entrepreneurial and creative side of life post 50.
You've survived the first two professional chapters of your lives - 20s to mid-30s (chapter 1) and mid-30s and through your 40s (chapter 2).
Welcome to the 3rd chapter! By this stage of your professional life, you've seen a lot, done most things, made some cash, expanded your horizons and probably are more comfortable in your skin than at any other time.
But it’s not necessarily all sunshine and roses either. At some stage, many of us reach a point where we ask: “Is that all there is?”
While we have oodles of experience under our belts and are a lot more sure of ourselves and confident in our own abilities, we also live in a fast-paced volatile world.
Technology is ever-changing, and the AI wave has only just begun. A sense of uncertainty is never far away. We know that if we stand still, we run the risk of losing relevance.
No matter how savvy, experienced and connected we are, certain challenges remain.
But on the upside, the number of opportunities staring us in the face is enormous, and unprecedented!
The goal of CRANK THE 3RD is to inspire energised, forward-thinking 50 and 60-somethings to continue to think expansively and creatively about their current situation, and to ponder, plot and plan the exciting road they have ahead of them.
You’ve put in the hard yards: now it’s time to capitalise!
Let’s dive in!
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