Jon is joined by Antoinette Chappelle, an expert in executive thought leadership and content creation. They discuss the importance of standing out with original insights and effective content implementation. Antoinette shares her journey from translation to copywriting, and the necessity of strategic, long-form content to build authority in your field. They explore the role of thought leadership in career growth, the impact of AI on content creation, and the significance of having a strong content strategy. Also, Antoinette talks about Property Connect networking events and the value of face-to-face networking in the property and construction industries.

Today’s Guest

Antoinette Chappell has worked in two professions heavily transformed by AI and automation, yet has remained resilient and agile throughout. As a translator, she spotted automation trends early and pivoted into copywriting in 2019, ahead of the industry curve. In 2023, she wrote "Copy that!" to help fellow translators develop additional revenue streams, guidance that professional bodies are only now advocating. Antoinette now specialises in executive thought leadership, transforming busy leaders' insights into compelling long-form content. This forward-thinking approach exemplifies how she helps C-suite executives and founders lead industry conversations rather than reflect on what has been.

Episode Highlights

00:00 Introduction

00:39 Meet Antoinette Chappelle

03:08 Becoming a Thought Leader

05:32 Benefits of Thought Leadership

08:13 Long Form vs Short Form Content

11:07 SEO and Quality Content

16:49 Strategic Content Planning

20:30 Engaging Content for Professional Services

22:31 Personal Touch in Professional Posts

23:07 Consistency and Strategy in Posting

23:43 Building a Recognisable Brand

24:45 The Long-Term Benefits of Quality Content

28:07 Evolving with Industry Changes

32:46 Networking and Property Connect

35:19 Final Thoughts and Takeaways

36:15 Favourite Travel Destinations

39:21 Conclusion and Contact Information

Key Takeaways

You need to share your own ideas and stories to stand out. If you want people to notice you, don’t just copy what others say. Use your own experience and show what makes you different.

You should have a plan for your content. Think about who you want to help, what they want to know, and when you will share your posts. If you post with a plan, more people will see you as an expert.

You don’t have to be the best or have worked for many years to be a leader. If you look ahead, learn new things, and share what you know, you can help others and become someone people trust.

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