"Me" and "You"

Finding the right balance in your content

Hi Cringers,

This week’s question comes from Leadership Coach, Tom Blasic, who asks:

I think of content creation and personal branding as a game of cards. Building your brand is the game and each piece of content is one of your cards.

How you play is based on the hand you’re dealt, the people at your table, and the goals of your particular card game.

Let’s look at solopreneurs, for example.

Often their primary motivators for posting on LinkedIn are to:

🟡 Expand their networks

🟡 Get more leads

🟡 Establish themselves as thought leaders

To do all of the above you need to:

🟡 Build a following

🟡 Build trust

🟡 Demonstrate expertise

To accomplish all this, you need to share posts that help people get to know you (e.g. personal stories), position yourself as an expert (e.g. industry insights), and demonstrate social proof (e.g. testimonials).

So, to answer your question you could look at it as two-thirds “you” content and one-third “me” content.

However, even the “me” content is in service of “you”. I’m writing my story in a way that you’ll connect with. I’m editing with you in mind, focusing on the key lessons you can apply to your life, and bringing it back to you.

Another way to think about it is like you’re at a cocktail party. You might tell a few stories about yourself, but not so many that you bore people.

Like all communication, there is some give and take with social writing.

The sweet spot I shoot for is the “me AND you” content, meaning I want to create posts I enjoy creating AND that will benefit others.

Before posting anything, ask yourself:

🟡 Is this valuable for my audience? (note: value can be educational and/or entertaining)

🟡 Is this strategic for my business? (i.e. Does it help people get to know me or position me as someone who can solve their problem?)

If it’s a no for both, then go back and edit to make sure it ticks these boxes. 

Ideally, you want to create content that energizes you, benefits your business, and provides value to your audience. 

Social writing is a long game, so find a balance that works for you.

If you’re doing it right, it will all be “me” AND “you” content.

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