But here's the extended version of that statement I regularly remind myself and the legends in communities focused on digital storytelling.

"Nobody cares that you're creating content until they care about the content you create"

Think about it.

The most memorable, shareable or "viral" content is content that either:

...or helps others articulate what they're going through themselves.

And I can confidently say that after years of creating content for myself and other brands as well as helping others create content themselves...

It's nearly impossible to engineer or predict which piece of content that you publish will resonate the most with your audience.

Publishing content is a little like playing a game at the casino.

Except every time you publish a piece of content.

You're not losing much (limited downside).

(Other than the time it took you to create it).

Rather, you're making "small" compounding wins towards:

Because when you finally land on that one piece of content that hits the jackpot (unlimited upside), it can have a massive shift on the trajectory of your:

But you can only achieve that by...

You guessed it.

Publishing content.

But if you think you need to publish content with flashy editing, trending music or expensive gear, then think again.

Because even just a simple, sincere personal reflection can hit a (good) nerve with your audience and hit the "algorithmic jackpot".

How Jasmin's Honest Reflection Went Viral

Jasmin Chia, a marketing consultant and solopreneur, built a nuanced relationship with LinkedIn.

She knew it was a powerful channel to share her expertise, showcase her services and attract ideal clients. But she had a bit (read: "a lot") of resistance towards showing up in a newsfeed filled with:

The key was systemising her content creation process so that she could capture insights from conversations with clients and turn them into digestible, actionable content to post to LinkedIn.

While it's a process that she'll continue tinkering so it becomes more efficient, it was a big win for her to finally have a repeatable system to help her create content on an ongoing basis.

But it wasn't until later that something totally unpredictable but remarkable happened.

She was prompted to reflect on her journey as a solopreneur and define what she genuinely wanted for her brand, business and life. In her downtime while in transit, she wrote an honest reflection, posted it as a LinkedIn article and went to sleep.

Here's what happened next:

And it didn't stop there.

LinkedIn News picked up and syndicated her article to an even larger audience that resonated with her honesty and bravery, leading to an influx of engagement, comments and DMs (including potential leads and prospects for her business).

As I said, we can't predict which piece of content will resonate the most.

But we'll never know if we never post it.

Mamba