This is the trap we typically fall into online:
We survey the landscape, note what our contemporaries and competitors are doing, and do likewise. We might put a small spin on what we see, but we largely end up saying something mild and meaningless to avoid criticism. God forbid if we upset the applecart.
Poppycock. Online, you must upset the applecart. Particularly if your livelihood is on the line.
As my friend Joanna Wiebe said, the attention and sales go to the people who “say something of consequence.” That convinces people to take you seriously.
And I’m not talking about being sensational here. Don’t say something controversial for the sake of controversy.
Instead, dig deep during your research to uncover the hook — the one idea that takes a risk and stands out. The angle, words, or voice in your content marketing that make people take a second look. Even if it is shocking.