My favorite example of how to create unique content may shock you:
It’s Sports Illustrated’s print magazine.
On paper (no pun intended), Sports Illustrated has a LOT of disadvantages when it comes to covering sports:
• It can’t compete on breaking news
• The hottest sports topics are old by the time it comes out
• It can’t participate in the hot take culture that drives social media attention
Knowing that, I had no idea what to expect when I subscribed to the magazine on a whim a year ago.
Then I got the magazine and couldn’t believe how good it was.
Rather than play a content game they have no chance of winning, Sports Illustrated creates a kind of content no one else has the patience, willingness, or foresight to do.
They turn every “weakness” into a strength.
Instead of covering breaking news…
They find clever new angles on stories.
For example, a deep dive into how the Dodgers built their empire with a particular focus on what the organization has done that has nothing to do with the money they’ve spent on players.
(It was eye opening to see how much better run they are than organizations that also spend a lot.)
Instead of covering trending topics in sports…
They cover fascinating (and often historical) topics you never thought much about.
For example, a recent article broke down the history of pro sports travel and what it was like before every team flew on chartered planes.
That one include fascinating bits like only 16 people from an NBA team would travel (including players and coaches), and star players like Charles Barkley would sometimes wind up in middle seats in coach while older bench players landed in business class based on seniority (a players association rule).
No wonder only 2 NBA teams had a winning road record in 1987 (compared to 14 last year).
Instead of participating in hot take culture…
The magazine serves up deep, well-reported profiles of the athletes talking heads are mindlessly ranting about on ESPN.
For example, a recent profile of Jalen Brunson detailed how he learned the value of playing on the floor instead of in the air to compete with more athletic players from a young age.
Jalen’s father’s had instilled in him a lesson he learned about footwork from his legendary college coach John Chaney:
“The longer you stay on the floor, the longer you stay in the game.”
What does all this have to do with your next LinkedIn post?
Nothing.
And everything.
I bet it’s easy for you to see the disadvantages you have when it comes to creating content.
Maybe you don’t have as much time, money, or experience as others in your field.
Whatever it is, take a moment to consider what you DO have that others don’t.
Think about what you can create that others aren’t.
Don’t play their game – play your own.
And maybe go buy a copy of Sports Illustrated at a newsstand (if you can find one) for a little inspiration.
If nothing else, you’ll learn some fascinating stuff.
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