What it takes to lead the conversation

Or, what makes content "valuable."

Welcome to The Content Brief 💼, a fan club for making meaningful work without burning out—delivered in brief, straight to your inbox. 

New here? Welcome! Subscribe free.

---

⏪ Last time, what it really takes to build a world-class Substack. That’s here.

⏩ Today, the four components needed to create “valuable” content.

---

Do you ever sit down to write or record something—anything—and discover you sound no different than your internet neighbor’s chat-GPT? 🤖

There's the pandemic problem, of course, as said unprecedented world-shifting event only accelerated the quantity of content that’s out there.

Now add to the noise the explosion of AI and well, we’re in the eye of the content storm. And a lot of content out there sounds pretty generic and boring. 

Then add to that what feels like a mile-long list of “must-dos” in today’s online marketing world and it all seems as impossible as making it to the moon.  

I know. Showing up to share your work can sometimes feel like running the hamster wheel in a self-imposed content prison.  

But there is good news: You can make meaningful work without burning out. ⚡️

The best part? You can transform your approach to getting your work in front of the right people for good. 🪄 And, anyone with any kind of presence online can do it.  

It starts with a willingness to lead the conversation.

You’ve heard me say it before…Anything you create and share is an invitation to connect.

And content that connects is content that makes your audience feel seen, heard and understood. Content that speaks to their hearts and minds, and addresses their needs, desires and aspirations.

In other words, “valuable” content.

See more on finding your content sweet spot here:

A framework for figuring out what to say

Actually creating valuable content takes a curiosity and a willingness to lead the conversation you are meant to lead.

It takes conviction, competency, consistency and confidence.

Let’s discuss.

1. It takes conviction.

To start, you have to release what you think you’re supposed to talk about as “the expert” and instead, consider what you actually care about.

What is your point of view?

Your perspective?

Why do you care?

How are you going to help someone think differently about the topic?

I talk about managing content not because “I want people to feel confident in their content process.”

That’s true but that doesn’t really tell you much about my perspective. A lot of people could say the same thing.

But what if I tell you: “Content is more than just a marketing tactic; it’s a tool for empowerment, self-expression and self-acceptance.”

Some might disagree, and that’s ok. Your convictions act as a filter for helping you reach your ideal reader.   

2. It takes competence.

With an idea you care about and your people care about, and a clear perspective on that idea, then add this layer:

Why am I uniquely qualified to address this?

Why should someone trust me on this topic?

Your convictions are informed by your competency—your education, life experience and the mundane moments that make up everyday life.

As Ira Glass famously said, “Great stories happen to those who can tell them.” 

So go back to your convictions, and ask: Why am I uniquely qualified to have this conversation?

And even better: Keep a running list of core stories that help illustrate your key themes and convictions.

For example, there’s a story I often tell about my first reporting outing as an intern and a woman I interviewed, Jill. Before I left, Jill thanked me for letting her tell her story, saying it felt good to share.

It caught me off guard—shouldn’t I be thanking her, I thought—but as I’ve sat down to interview people in the nearly 20 years since, I’ve heard the same sentiment again and again.

It feels good to share.

It’s when we name our experiences that we come to understand them in a new way—especially our own.

See how this experience helps inform my perspective that content is a tool for empowerment?

3. It takes consistency.

Say it with me: Consistent does not mean constant. 👏

Consistency is about establishing and sticking to a rhythm, and that rhythm helps you build trust.

The right rhythm will be unique to you, and depends on your real life:

How much time can you reasonably commit to content?

What can you realistically do in that time when you consider the full workflow from preparing to producing and publishing?

What is possible right now?

Remember, you are leading the conversation. That makes you the host, and your capacity determines what you invite people into.

4. It takes confidence.

There is something you are meant to share.

You’re called to it.

You wouldn’t have read this far otherwise.

So claim it. Know your voice matters, and what you are creating matters.

Trust you are worthy of being seen and heard.

Realize there will be a gap between your taste and your creative work. But keep going.

When you take action, you build trust. You build trust in yourself, and your people build trust in you.    

So show up. Create. Fight your way through.

And lead the conversation you are meant to lead.

Rooting for you,

💌 P.S. If you liked this post, you’d love being part of the club. Join the fan club for solo creators after *real-life approved* content management.

💌 P.P.S. Make the time to make a plan. Save the date for our next Quarterly Content Planning Party Sept. 7, and plan your content for Q4. Workshop drops 7 a.m. PT. Exclusively for club members and live for a limited time.

💌 P.P.P.S. What if someone else could obsess over your content so you don’t have to? What if you knew what to work on when, and how, so you could get past the friction of managing content and focus on connecting? And, what if you had one of the internet's most fun content coaches hand over the brief on how to make your content work for you? Stay tuned. You’re going to like what’s coming.

Thank you for being here! I pour a lot of love into this space and I hope you can feel it. It wouldn’t be the same without YOU! 🫶