Think about the bloggers and columnists you read – or the Twitter and Instagram influencers you consider must-follows. Why do you keep tabs on these people and gobble up every word they say, whether you agree with their take or not? Because they’re engaging and entertaining.

Your work blog, marketing email and social media presence can be that same kind of brand amplifier for you and your company as a viral post is for influencers. It all comes down to creating the right content.

But how do you start doing that? My first tip might sound simple, but it truly is important: Don’t overthink it. Sure, you want to put an informative message out there, and that’s great, but you also need to make sure you’re generating stuff that is engaging and fun too.

That being said, starting a blog or a new campaign takes dedication. if you are planning a launch of either soon, make sure you have a plan to get started and are committed to the cause. It’s going to take some time to find your niche, but it’s well worth it. Casey addressed the importance of planning for social media last month, and it applies here too.

I wish I could sit here and tell you there’s a magic formula to finding your voice and building a following, but there’s not. Experiment and see what works for you as the creator – and for your unique audience. Remember just because you’re keeping it professional doesn’t mean it can’t be fun. Your readers and followers want to be entertained as you teach them something new. After all, they are coming to YOU for this content. Don’t be afraid to put your unique spin on things.

While all of us at Bowe Digital would love to see you become thought leaders in your area of expertise, also don’t be afraid to branch out into related areas. Show your audience you’re a community expert -- not just a real estate one – and write about your favorite restaurants, activities, landmarks or charitable causes.

One final tip: Don’t forget to evaluate it from a receiver’s (reader, viewer) perspective. Ask yourself if someone else created this content would you take time to engage with it. If the answer is no, re-work it until it is or scrap the idea. Let yourself be a gatekeeper to your own content and don’t be afraid to ask a co-worker or friend for second opinion.