There Is Everything In This World Already, Except You
Why it's our responsibility to be ourselves
As a content creator and strategist, I see a lot of ways authenticity is the key ingredient to success. And I also see how much useless noise, wasted time and money it takes if it is done without any true foundation. At first, I wanted to name this article “Is there a content crisis?” and make it all highly dramatic. I still think it is pretty dramatic, but I guess it might be more of a misunderstanding. I hope it's just a misunderstanding!
For the last 30 years, more and more people have had access to easy content creation. Blogs, forums, and social media are all possibilities for us to speak, express ourselves, and share our insights and stories. It's an incredible possibility to be heard and to be seen. It is all great. Until it's not. It is all great until society gets FOMO and fear of being left unseen. There is a lot of truth in the saying that if you are not online, you don't exist. But we fail to speak about even more drastic outcomes that happen if you are on the internet but doing it all wrong.
A lot of things go wrong when content is used from the “everyone does it” perspective. When we duplicate the existing content and copy trends. When we write blogs for the sole purpose of keywords and SEO wars. When we do what they do because it seems to be working for them. This is what creates an unbearable noise in which we all get lost. Both those who create and those who read, watch and listen.
Recently I feel I'm getting increasingly more overwhelmed as AI-created content has also entered the chat. Now it's not only “Does this person even understand what they are talking about?”. Now it's “Is it even a person?”.
Is it the time to start treating content as we are approaching a crisis? As we could possibly run out of words, eyes to see our content, and, most importantly, minds who are still mentally capable of processing what we have to say?
I believe we do. And as with all crises, the way out of this one also lies on each one's individual shoulders.
Save water, recycle, make peace, and make less of a noise!
I believe we have absolutely approached the moment where authenticity is not only a nice, healthy, and liberating thing to have in our lives. It has truly become our responsibility to self-check who we are and what I, and only I, can actually bring into this world.
We should come to a realization that it is almost a crime to duplicate and steal content, to fight for exposure, to do whatever it takes to get more reach IF it is not our true message to share. If it is not our passion, our expertise, or the thing we somewhat just absolutely understand.
How to be You?
I have declined several potential clients because they are not willing to do the work. “We just need content 3x a week for our social media”, they say. What are you going to say, though? How are you going to sound? Why should it be of any interest to your followers? And do you really need to have that content, my dear local dentist’s office?
Both personally and from the business perspective, you have a massive library of knowledge and points of view that are unique to you. It is not that you can share only unique, never-heard-before content. Share a picture from the Eiffel Tower if you must, but don't try to duplicate what you have seen before. Do it in your way. Your filters, your attitude, your rules.
If you own a business- tell your full story. The one only you can tell. For example, there can be two cosmetic businesses. Instead of sharing similar information about skin types and morning routines, they can speak about their approach to cosmetics, their background, and their beliefs. One could be a passionate make-up artist who has created her own line. Another could be a science lab enthusiast with her first memory being how she studied a hair under the microscope when she was 3 years old. It would be a shame to lose those unique backstories to the lukewarm and identical content, wouldn't it?
Final thoughts
On the eve of the content crisis when there is too much noise, too many duplicates, and inauthenticity, it is your responsibility to stop being a part of it. There is only one story left untold and it is yours. It is a story about how all those unique experiences from your life come together with all your insights, passions, pains, and deep understandings. It is a perspective on things that have never existed before and will never exist after you are gone. That is something only you can tell- don't miss your window. We are excited to hear it.
Hi!
I'm Kristine, a content strategist who loves unique stories and authentic people. In the fight “Viral reach vs 50 loyal followers,” I'm rooting for the followers and honest communities that can be built.
Thank you for reading this piece! I would love to hear your thoughts and additions to the topic. Let's chat in the comment section.
