Content Strategy : Unique vs Relatable

People love unique but relatable content. I don’t say that.
Tanmay Bhat said that in one of his posts and it is a very intriguing paradox. Let us explore

Linkedin is a community.

People engage with content that resonates with them.

If you write something about let’s say “ How to find a job on Linkedin” that qualifies as highly relatable content.

But is it unique? Not really

Here is an example of unique + relatable “ A hack to find email IDs of recruiters”

It might sound formulaic but here is the truth:

Set your priorities

My priority is to write unique content

Relatable comes next

My unique to relatable ratio is 4:1

So there is a good chance for my content to be unique if you find it relatable

Some people prioritize relatable content

Uniqueness comes next

Relatable means you are trying to give more value to the people

Uniqueness means you are being a little selfish and that is just fine

Relatable content scales very fast

Unique+ relatable is a sweet spot, it scales and drives engagement.

Do I need to say anything about unique content? Unique content is like the second page of Google search 😀

Please reflect and comment

Your comment can be relatable or unique

You can try to make it both 🙂


Only the best selling book titles are printed as first copies and sold illegally

About a month back a very thoughtful post went viral on Linkedin

If you are active on Linkedin, you surely must have read it

As I write this, the viral post has received around 27000 likes

The post basically talks about life priorities

How we prefer luxury/ discretionary spend over personal development and health

Iphone, Nextflix, Night outs, Gucci Vs Business, Investment, Health Etc

Rings a bell?

A few days back I noticed that the viral post was just copy-pasted by so many people without credits

I know this is not new on Linkedin it happens all the time

Anyway, seeing the fake posts, I was determined to find the creator

It took me a minute

It was simple, find the oldest post with the highest engagement

But I am not sure if that is even the original

I believe there is no ending for plagiarism on Linkedin

There are two reasons

1. People can always give you a benefit of doubt
2. Why bother creating a ruckus over a post

People who copy and paste exploit the first reason, those who ignore use the second

There is a third dimension to it

Isn’t imitation the best form of flattery?

Only the best selling book titles are printed as first copies and sold illegally

What do you think?


This will make you very insecure

Ankur Warikoo posted a special series of tweets last month.

Except for the fact that Ankur Warikoo did not write them.

They were generated by a bot.

It was an experiment.

Here is a sample tweet.

“People don’t change. They just reveal themselves.
It’s your responsibility to be with people who are worth your time.”

Could you make out that this was written by a bot?

I couldn’t.

These tweets also had a 12% higher engagement than his own tweets.

How was it possible?

The answer is GPT 3 an AI model.

GPT 3 is largely being recognized for its language capabilities.

It can write creative fiction, what else do you need?

Five years down the line you may not even figure out if the profile you are engaging with is a bot or a human.

And it is a need, why?

Only an Algorithm can beat an algorithm.

Over the last few years, I am observing that engagement on Linkedin has become more labor-intensive.

It is all hard work, frankly speaking, humans can do much better than simply posting “Thanks for sharing!” on some trending post.

Instead, they just prime a bot to say something even more intelligent.

How about the bot actually reads the post? And gives a meaningful reply to ponder upon?

Reflect and share your thoughts.

ROI of content on LinkedIn

What if I tell you it is not worth #writing#content on Linkedin? You won’t believe me right?

Caution: I will flaunt some basic finance here, please bear with me

Let us calculate the ROI of the content that we write on Linkedin

An avg post is 150 words

Assume standard billing rate of Rs1 per word

Rs150 per post

Let’s say you write two posts per day and spend two additional man-hours commenting and engaging with readers

Your daily opportunity cost of doing this ranges between Rs 500 – 700

Opportunity cost: a wage that you deserve if someone pays you for writing on Linkedin

Monthly opportunity cost is Rs 20k

Organizations usually spend 5% of revenue on marketing/admin/promotions

By that logic, if you are a business, your monthly take-home should be Rs 4 lacs!! wow!

Then why the heck do we write content on LinkedIn?

First reason: we chase vanity metrics
1 like = 1 unit of dopamine release

Reason two: We don’t see writing content as an “opportunity cost” or an expense

We see it as an investment that would give exponential returns

But all investments are subjected to market risks, right?

The burning question still remains to be answered: Why the heck do we write on Linkedin?

I know this post is heavy, please DM or comment if you need clarity


People on Linkedin love deseeded watermelons.

Have you heard about Broetry?

Let us deal with Broetry first.

What you are reading now is a Broetry.


Yes! You are reading a Broetry!

One word. One Line. So much white space.

Very neat.

Every post you read is an investment.

Investment of your time and attention.

No one wants to process anything.

Processing has a cost.

It is a cognitive load after a long Monday.

Every time you click a see more button, you take a risk.

Will this person deliver on his promise?

He said something about deseeded watermelons.

He mentioned something about Broetry.

Well, I did.

If you have come so far you have devoured the deseeded watermelon.

Perhaps you have opened a new browser and searched for Broetry.

I have taken a minute of your time, perhaps more.

I can’t believe you are still reading this Broetry.

It is nothing but Broetry!

I have fallen prey to many such Broetrys

But that is the way how it works here

Digital space has no value

Wow! can’t believe I have not consumed my 1300 characters yet!

Ohh, you are still with me?

Have you noticed I am not using full stops anymore

Ok, let us end this

Leave a comment!

Because I know you have a say in this


Menstrual Leaves, very progressive, but…

Zomato introduced menstrual leaves, very progressive and inspiring.

But let us reflect on the history of menstrual leaves. Japan has had Menstrual leave since WW2. A school in Kerala introduced menstrual leave in 1912.

What took us so long to make it mainstream?

An old article in the Atlantic (link in comments) states that even in countries with well-intentioned menstrual leave policies, many women don’t feel comfortable taking it.

It further contends that menstruation is not debilitating for 80% of women.

So will 10 menstrual leaves a year make things better?

That deserves deep research

Only a longitudinal observation will help here

The Internet offers us disproportionate hyper-awareness about changes that happen around us.

That clouds critical thinking

What if for 51% of women menstrual leave is not a priority?

What if all they want is fair and equal pay and a culture of trust: These two aspects remain elusive for most of the organizations

Again that is a research question

Think, reflect and share your views

Most disliked video on Youtube?

Most disliked video on #Youtube?

No, it is not the Sadak 2 Trailer (Bollywood movie which is going to hit OTT platforms soon)

It is Justin Bieber’s song Baby

The song made it to the Guinness Book world records

I am sure Sadak 2 will break the records for the most disliked video

Negative publicity?

Or publicity?

Did you dislike the Sadak 2 trailer?

Without watching it?


I believe sometimes the internet is indifferent to good or bad

Sometimes best-selling products on Amazon have thousands of one-star reviews

You can’t review something before consuming it

Likewise, when Sadak 2 is uploaded on the OTT platform, there is almost a 0 risk to watch it

It will be just two clicks away in your browser

Then there will be a need to validate that the movie really sucks

Who knows Sadak 2 might turn out to be the most-watched movie on the OTT platform

There is no such thing as bad publicity 🙂

As I write this, Sadak 2 is No.1 on trending on Youtube India

Justin Bieber’s song Baby has 2.2 Billion views!

Share your thoughts


What if Linkedin had a dislike button?

What if Linkedin had a dislike button?

You get a dislike on your post but you don’t know who has disliked it.

I know that will be a nightmare.

It is easy to dislike stuff, but don’t you think even disliking is a type of engagement?

Linkedin makes it difficult for people to simply dislike.

If you don’t like something you have to be vocal about it in the comment section

But I have seen very few (maybe 5-10%) people on Linkedin being critical around the stuff they don’t like

People find it tough to be assertive on this platform

If someone disagrees with some idea, they simply walk away

But every assertion need not transcend into a conflict

Assertiveness is a value, you don’t need to be a rabble-rouser but just put your point across

Who knows that might lead to some learning

This post was inspired by a discussion with a gentleman who challenged my argument of using statistics for dealing with anxiety in one of my previous post

He is a psychologist and gave a very detailed and assertive view of what he thinks

There was learning there, he was able to influence me with knowledge 🙂

Please share your thoughts


The time and money game

All our life we struggle to balance these two resources: Time and Money

If all you have is time and little money, you might invest that time to make more money.

You try to be modest, reduce your activities, and seek discounts.

If you have all the money and little time, you might invest that money to buy some time for your hobbies, leisure, travel, and family.

You intensify your experience.

Live more in less time.

You spend a premium on travel, adventure, and buy special editions.

The third type: With all the money and all the time! They are a rare breed.

Also, there is the fourth kind, the ones who optimize the equation between the two resources and write self-help books on it.

The challenge is you always have to do a trade-off between the two

No resource can act as a proxy for time.

Nothing will act as a proxy for money.

But out of the two, time is a finite resource.

Your net worth will fluctuate, life will always give you opportunities.

But the world is designed to treat time as an infinite resource and money as a finite resource.

What do you think?

Reflect 🙂

Want to lose weight? first invest in a weighing scale

Sometimes we have beautiful goals but we never care to measure our progress towards those goals. For instance, imagine you want to lose 8kgs and you don’t have a weighing scale.

What can’t be measured can’t be managed.

And I learned that hard way.

When I started running, for many months, I was not cognizant about my running metrics.

I was running like a free soul but how would I know where I am heading?

Imagine a car with no speedometer, Odometer, And fuel indicator.

For almost a year, my performance stalled.

Then someone advised me to measure my pace.

I installed Strava on my phone and began to measure.

Realized the pain points and zone of resistance to increase the pace.

Eventually, I realized that it is not running that will make me a better runner.

But a set of functional exercises done on a regular basis would eventually help me build strength to run better.

Measuring your performance brings a mindset of discipline.

As Eliud Kipchoge, the world record holder for the full marathon puts it:

“Only the disciplined ones in life are free. If you are undisciplined, you are a slave to your moods and your passions.”