By | Dr Marshall Goldsmith | #1 Leadership Thinker, Exec Coach, NYT Bestselling Author. Dartmouth Tuck Professor Mgmt Practice
My wonderful friend Dorie Clark is recognized as a “branding expert” by the Associated Press. She is the author of Entrepreneurial You, Reinventing You, and Stand Out, and a world authority on helping people get their message out in a crowded marketplace, and she is one of the Marshall Goldsmith 100 Coaches.
Dorie is an Adjunct Professor of Business Administration at Duke University’s Fuqua School of Business, a former presidential campaign spokeswoman and a frequent contributor to the Harvard Business Review and Forbes. In this week’s interview, Dorie shares with us 3 keys to creating effective content quickly that will stand out in a crowded marketplace. Following is an excerpt from our interview.
Marshall: Dorie, you’re a world authority in the area of helping people get their message across a crowded marketplace. This can be tough because we’re under incredible time pressure today. We wonder, ‘How can I get this content out quickly enough?’
You have an amazing record, I think 250 articles in Forbes, 180 in Harvard Business Review. You crank it out. Give our listeners a couple of quick tips on how they can overcome writer’s block, how they can get over being stuck and get those good ideas out there.
Dorie: Absolutely Marshall. Of course, creating content is essential because in today’s economy we’re known for our ideas. People recognize that we’re good at what we do, so sharing that content publicly is key to it. I have developed a few strategies for how to develop content more quickly.
- A good starting place is to make notes. For instance, when you’re at a cocktail party or networking event, what are the questions that people keep asking you about your field or about your profession? You can just write them down. Keep a list. Try visiting the website Quora, a question and answer website where people have posted questions about your industry and use those questions as a starting off point of what to write about.
- The second thing that I like to suggest to people when it comes to creating effective content more quickly is to do a quick outline. You want three to five key points that you might say to the world about your subject, be it personal branding, effective marketing or whatever your field is. Create your bullet points and flush them out later.
- The third suggestion I have about rapidly creating content is to know who you’re writing for. I recommend that people create a target list of ideal publications to write for. Don’t just read, but really analyze the articles. Understand the topics in the publications and look for holes in what isn’t being covered. That will give you an angle to write pieces that will be accepted because they fit the type of topic they cover, but the angle is unique.
Marshall: I love what you’re saying. Peter Drucker always taught me the person who has the power to make the decision is going to make the decision. They are the customer. They don’t have to buy, you have to sell. And I love that what you’re suggesting is from a sales perspective. You are respecting the customer. You are doing your homework, studying what they need, and then making the presentation. It’s based on selling to their needs not you own. I love it!