Wide Content vs Deep Content – What Should You Create on LinkedIn?
What You’ll Learn in this Issue
- The difference between wide content (broad, quick reach) and deep content (focused, high-value insights)
- Why deep content builds authority, trust, and stronger audience relationships over time
- How to balance both by starting deep and using wide content to expand reach strategically
In a digital landscape teeming with over 1 billion LinkedIn users worldwide, getting noticed in the sea of daily content can feel like a daunting task.
So, how can you ensure your content stands out amidst this overload of information?
One question often overlooked is whether to focus on "wide" content, appealing to a broad audience, or "deep" content, honing in on a specific niche. Here’s what I mean by both these terms:
I. Deep Content: Crafting deep content is similar to crafting a masterpiece—it requires time and demands thorough research or learning. It's the kind of content you want intricately woven with your name or brand
II. Wide Content: On the other hand, wide content can be produced swiftly or curated from external sources. It's aimed more at capturing short-term traffic and doesn't cause much concern if it gets lost in the shuffle.
There are advantages to both.
Advantages of Wide Content
1. Mass Appeal: Wide content holds the potential to reach a vast audience, expanding your sphere of influence and magnifying the value of your piece.
2. Limitless Topic Potential: With wide content, the realm of topic possibilities is virtually boundless, unlike deep content, which tends to have a more focused approach.
3. Ease of Writing: Crafting wide topics is generally less arduous as they necessitate minimal research and cater to a broader audience, thereby eliminating the need for specialized tone or vocabulary.
Advantages of Deep Content
1. No Competition: Deep content often stems from your own experiences, learnings, and life lessons, meaning you're not in competition with others in that sense.
2. Authority Building: Delving into detailed insights with deep content aids in establishing trust and authority more rapidly.
3. High Relevance and Retention: Deep content resonates profoundly with its audience, fostering stronger reader retention and loyalty.
Which Path Should You Choose?
When creating wide content, your aim is to cast a wide net, but while doing so, you may lose sight of your ideal catch—your perfect customer.
Deep content, conversely, is about nurturing relationships beyond the initial encounter, transforming casual readers into loyal enthusiasts.
GrowedIn’s Take:
Kickstart your personal branding journey with deep content to solidify authority and cultivate a devoted audience.
As your strategy evolves, seamlessly integrate wider content to adapt to changing needs.
Going deep with your content nourishes and strengthens your relationships with those people you attracted with your wide content.
Deep content moves people from cold audience members to warm audience members, and then to customers. It’s like the second date and beyond with your audience.
