Guess what: Personal brand content is meant to be personal. This doesn’t intend you have to interlace your whole life story and biography into each and every post. Yet, your audience wants your opinion, your thoughts or your insights on a certain topic. If you find a post is just a summary of a news or framework, and people could also find it on Google, the post might not be very personal – which makes it harder for your audience to build trust. One way to make sure your post is personal enough is to follow the ‘Document, don’t teach’ principle.
The ‘Document, don’t teach‘ principle:
This content principle ensures your content remains personal, valuable and relevant. It ensures your posts are original instead of feeling like a copy of a wiki article: Instead of taking the outside perspective of “teaching” a takeaway or learning, rather share the inside story from your perspective.
❌ Teaching approach:
“Do [X] to reach [result].”
“If you don’t stick to [X], you will [result].”
✅ Documenting approach:
“I did [X] to reach [result].”
“This is how my client reached [result] because of [X]”.
The analysis of +1000,000 of LinkedIn posts for this Scripe Method showed that posts written from a personal perspective, including a documenting approach, perform significantly better and cumulate in higher reach as well as overall performance.