Content is Queen — Anouk Pappers

Point of View
4 min readJun 15, 2022


What is content and why is it important? In today’s day and age, content on digital platforms is what connects people and spreads messages. If you find a funny video, you associate it with something you experienced in the past, you share it with your friends, and it lingers in your head until you move on to the next item. The same occurs in the business world. As consumers, we seek out subject matter that educates us about the important issues and trends. As content creators we have the opportunity to manage and control our online presence; to ensure that we are represented accurately.

My motto is “Content is Queen.” When we realize the identity and essence of who we are, creating something out of it is how one grows. I say I am a brand anthropologist, but if I can’t back that statement up with solid evidence of my experience, then it is just my word. Content — especially online — is the best proof. Yet, while there are business people who are creating articles, posts, and videos, there are others who no longer produce new content. And then there are the many executives who have never published at all. Why is that?

Creating content takes dedication and effort in order to engage with the right audience and be relevant. It requires research into what is trending in your industry and what the current events that need addressing are. Moreover, you need to determine the topics and themes that best represent your personal brand. I’ve identified five main reasons why people don’t create content:

  1. I’m not comfortable talking about myself.
    We’ve been told to keep our head down, do our part and we will get the recognition we deserve, but that mentality does not work in today’s day and age. Reasons such as being an introvert are valid; yet you have to be able to talk about yourself and put yourself out there if you want to be seen and heard.
    The first solution is a mentality shift. To realize that it’s not about promoting yourself; it’s about helping the people on the other side of the screen understand who you are and why they should connect with you. Another option is to have someone else talk about you; for them to help you create the awareness of who you are.
  2. I can’t find the right communication topic.
    Struggling to find your primary focus is normal; not only do we have to reach people with similar interests, but we also need to ensure that word spreads.
    To start off, think about 3 things:
    What am I really good at?
    What am I passionate about?
    What is my target audience interested in?
    Finding the right topic is important as it should be something you are comfortable voicing yourself. It will also jumpstart your online presence by accurately showcasing your personal brand.
  3. I don’t like being in front of a camera.
    Today, 80 % of all content that’s being consumed online is video, but some people simply don’t like seeing recordings of themselves.
    To overcome this, record yourself on your smart phone talking about a topic you’re passionate about for 45 to 60 seconds a day. If you don’t like what you see, delete it. Doing this consistently will help you overcome your fear of being in front of the camera and eventually you will have a video you are eager to share.
  4. I don’t know what to write.
    Having writer’s block is something everyone goes through when you’re trying to create a story with an inspiring outcome.
    If you can’t readily overcome this on your own, find someone who can help you write stories, draft lead-ins to articles you want to share, and even interview you.
  5. I don’t have the time.
    We live fast-paced lives and just thinking that we also have to create content can be exhausting.
    If you truly don’t have the time, hire a company like mine. Your online presence is too important to ignore.

Content creation is not for everyone, but managing your online presence is vital. Not only are you controlling your brand, you are also enhancing your connections. If you want people to know who you are and what you advocate for, you have to create and publish memorable content.

As a brand anthropologist Anouk Pappers has been storytelling for brands since 2002. In the course of interviewing over 900 CEOs, CMOs and business owners — and publishing 15 books with the best stories — Anouk noticed that 90% of the people profiled were white men. She then decided to focus on working with women executives and leaders from underrepresented groups to tell their stories and build their online narratives. Her company, Signitt, enables these people to create and maintain strong online presences, which positions them for the next step in their professional lives.

#brandanthropologist #personalbrand #onlinepresence



Point of View

A point of view is the angle of considering things. It’s a platform for people with a vision and a story to tell.