When Everyone is a PR

Productive Content

I walked into a countryside pub recently and I saw a guy attempting to play darts, missing the entirety of the dartboard frequently, endangering bystanders and very irregularly hitting the required number. My first thought was “give yourself a break, get a new hobby”.  It reminded me of countless number of people daily posting their musings on LinkedIn, Facebook or Twitter or issuing press releases, articles, and self-authored content. Aimless content disappearing into the ether of self-congratulatory irrelevance. Time really is precious.

If you want to “play”, be very sure who your target audience is (specific traits), aim where they demonstrably hang out and engage with others (publishing forums), and be clear what response you want to elicit (provocation, engagement, seen as a peer or thought leader). I am not suggesting you keep score of every piece of your content’s impact (futile activity), what I am suggesting is you ask yourself is this time well-spent given my immediate priorities? Be honest.

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