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Going viral with thought leadership - Cedric Chin

Sep 4, 2023

Cedric Chin, expert in creating viral, thought leadership content, discusses the core of viral content creation, types of thought leadership, identifying viral potential, and the importance of sharing earned secrets. He also shares his process for writing long-form articles and the common mistakes beginners make in thought leadership content.

01:00:19

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Episode guests

Cedric Chin

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Episode notes

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Quick takeaways

Earned secrets are essential for creating viral content and can only be obtained through deep expertise in a specific area.

Using concise language and utilizing writing tools can significantly improve the quality of thought leadership articles and help beginners refine their writing skills.

Deep dives

The Concept of Earned Secrets in Going Viral

Earned secrets, as discussed in the podcast, are juicy and actionable secrets that can only be obtained through deep expertise in a specific area. These earned secrets are highly shareable, which is crucial for content to go viral. While many people spout business platitudes, the podcast guest, Cedric Chin, provides valuable insights on business expertise based on his experience managing a software company in Vietnam. His blog, Common Cog, delves into the concept of business expertise by exploring how people become successful in business without formal education. Cedric emphasizes the importance of uncovering and sharing earned secrets to create highly valuable and viral content.

Introduction

2min

Exploring the Origins and Evolution of Common Cog

2min

Implementing a Membership Model for a Blog

4min

Thought Leadership and Going Viral

7min

Thought Leadership and Virality

24min

Quick Questions and AI's Impact on Business Writing

4min

The Value of Secrets and Writing Complex Topics

17min

In this episode, Cedric Chin shares how “earned secrets” are at the core of creating viral, thought leadership content. He shares his process for writing long-form articles and stresses how consistently publishing on a schedule can help build readership.

Key timestamps:

0:30 – Who is Cedric Chin?

1:45 – What is Commoncog about?

9:59 – Definition of “going viral” and thought leadership

11:07 - Four types of thought leadership according to Ryan Law

12:25 – Example of a viral “Yes, and” article Cedric wrote

15:14 – Example of a viral article challenging a truism

21:48 – The “ripple effect” of viral content

26:27 – Cedric’s most viral articles and how he identifies viral potential

36:08 – Cedric on why he aims to always share his “earned secrets”

39:38 – Intermission questions

44:30 – Cedric explains his process for writing long-form articles