If creating content on behalf of a senior leader at your company is part of your 2022 content strategy, I’d encourage you to rethink this move.
There are a number of reasons why:
- You’re trying to win a popularity contest, not connect with your market.
- You're not understanding the value of qualitative insights and the perspective that comes from engaging in dialogue—including healthy discourse.
- The content won’t be in the creator's true voice. By default, it will be a safe and filtered version of the truth.
- This senior leader isn’t learning anything for themselves. Therefore, they can’t transfer this knowledge to others. They’re purely a profile picture with a fancy title that’s designed to hack vanity metrics.
I could go on, but you get it.
The level of arrogance coming from senior leaders who want to be in the ring but don't think they should have their time wasted creating owned content isn't surprising.
Putting original thoughts, opinions, and perspectives out into the wild for others to see requires vulnerability and self-awareness. It’s why good content is hard to come by.
Doing it in a way that builds connection and trust over time takes a level of patience and perspective that even fewer have.
Therefore, there will always be massive whitespace for those that do.