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Takeaways
- Leading content focuses on guiding people who are a few steps behind you.
- Your experience is what qualifies you to lead; share lessons and insights you've gained.
- Ask yourself where you were 2–3 years ago to identify the audience you can best help.
- Leading content is often the most common type of content creators share.
- Examples of leading posts include "how-to" guides, sharing mistakes, or giving actionable tips based on your own journey.
Reading time: 5 minutes
Why leading your audience works
When it comes to creating content, there are three main paths you can take: leading, discovering, and reporting. In this article, we’re going to focus on the first path: leading your audience. This is the most popular way to deliver content because it allows you to draw from your own experience and provide valuable insights to those who are a few steps behind you in their journey.
Think about it, when you read a post or an article that truly resonates with you, it’s often written by someone who’s been where you are now. They’ve overcome the challenges you’re facing, figured things out, and are now offering advice to help you avoid their mistakes and reach your goals faster. That’s the power of leading content.
What qualifies you to lead
The good news is that you don’t need to be at the absolute top of your field to lead your audience. You just need enough experience to justify the content you’re sharing. For example, if you’re an email marketer who’s built a seven-figure business, you can create content to help six-figure, five-figure, and even four-figure businesses grow.
A simple way to identify your audience is by asking yourself a few questions:
- Where was I two to three years ago?
- What challenges did I face back then?
- Are there people out there in that situation right now?
- How can I help them reach where I am today faster, with fewer mistakes?
If you can answer these questions, then you have the experience to lead. And your audience will appreciate the practical, real-world advice that comes from someone who’s been in their shoes.
Examples of leading content
Leading content is all about sharing what you know, what you’ve done, and what’s worked for you. Here are some examples:
- How-to guides
- If you’ve had success in a specific area, break it down step by step for your audience. For instance, if you’ve written viral LinkedIn posts, you could share a guide on how to write posts that get noticed.
- Lessons learned from experience
- Reflect on the mistakes you’ve made and share what you’ve learned. For example, a seven-figure email marketer might write a post about the biggest email marketing mistakes they made early on and how to avoid them.
- Tips and tricks
- Share quick, actionable tips that your audience can implement right away. For instance, you might share your top writing tips or content styles that have worked for you.
- Strategies you’ve mastered
- If you’ve achieved specific results, like building a massive LinkedIn following or generating significant income, share the strategies you used to get there.
The beauty of leading content is that it positions you as an authority in your niche while genuinely helping your audience grow.
Why leading content feels natural
For most content creators, leading is the go-to approach because it aligns perfectly with what they know best, their own journey. In fact, 90–95% of the content you create will likely fall into this category if you’ve chosen a niche you’re comfortable with.
Remember, expertise is subjective and linear. You don’t need to be the best in the world; you just need to know more than the audience you’re helping. For instance, if you’ve mastered LinkedIn content writing, you don’t need to be a video expert or a podcasting pro. Focus on your strengths and lead in that area.
Start leading your audience today
If you’re ready to start leading your audience, take some time to reflect on your journey. Where were you a few years ago, and what advice would have helped you back then? Use your experiences to create content that’s not just helpful but also relatable and inspiring.
Leading your audience is about being authentic, sharing what you know, and genuinely wanting to help others succeed. It’s a simple but powerful way to build trust, grow your following, and make a meaningful impact in your niche.
Next up, we’ll explore the second content path: discovering for your tribe. Stay tuned.
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