Dominating the SERP with “Holistic” Content Featuring Chima Mmeje

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Episode Summary

Is being a thought leader and a subject matter expert the same? That is the question we ask every guest. Of course, opinions differ, but that makes the discussion even more exciting. Therefore, we’ll continue expanding on the topic. According to our guest today, a thought leader is an expert in their field that shares their experience with their specific community.

Chima Mmeje, the founder of Zenith Copy, is our guest on this episode of Notorious. Aside from discussing thought leadership, Chima shares her professional journey from working for a content mill to becoming an entrepreneur. She discusses the poverty mindset and how it influenced her approach to money today. Chima also explains how she creates content and why writing a brief is such a critical part of it.

Guest Profile


Key Insights

Episode Highlights

Thought Leadership Results From Consistency and Credibility

”When I think of thought leadership, we think of influencers. That’s on the basic level. That is the influencer we listen to and take more seriously than everyone else.

But if you go deep, thought leaders are people who share professional expertise with other people in the same field. You can have thought leaders in marketing. You can have thought leaders in paper making. You can have thought leaders in car making. You can have thought leaders in the sex industry.

A thought leader can be anywhere as long as they’re sharing unique expertise related to their field that answers questions better than everyone else, and doing it consistently. And it doesn’t have to be an individual. That’s another misconception we have — that thought leaders are individuals; they can also be companies.”

Advice for People Working at Content Mills But Looking for Better Career Opportunities

”The first thing you need to do is have a second income source. For me, that was the government job. It allowed me to scale because you can’t scale when you are hungry. People don’t understand that when you’re hungry, you will take what is in front of you because survival instinct kicks in.

Now, […] something I did was to leverage social media in the early days because you’re not going to get set ranking quickly. That takes time. That takes years. Then, as you’re building in public, share results. […] So that’s something I always do. I share the results.

Now, another thing is to find your niche quickly. I know it takes time. This is one of the toughest decisions we have to make as freelancers. But, the faster you can niche down and say, ‘This is what I want to do and for whom,’ the more quickly you can build authority.”

Content Is Content; It’s Not About What You Call It, But What You Want to Achieve With It

”Product-led content, SEO content, thought leadership content — they’re all content. […] They’re all interconnected. Product-led content can also be SEO content. Thought leadership content can also be SEO content. They are all the same. 

You start to have a distinction when you try to play games and when you try to apply an underhanded method to create this content or when you have people who are outsourcing thought leadership content on social media to some random LinkedIn marketing agency. 

That’s when you start to see all that rubbish content they’re creating on LinkedIn that nobody believes is true. Or when you start to see brands making up case studies because they want you to think that their product is good even though it’s shitty. All this exists as a case study, and everybody’s reading it on LinkedIn. Same thing with SEO content. 

They can all have bad names. But content is content. They can all exist on your blog. You can still take that, break it down into granular subsections, and then use that to create social media content. So, feeding your blog across the three levels is also feeding your social media strategy, and that’s how you build holistic authority.”