Kylie Jenner just taught you an important lesson and it might not be what you think.

By Paul C. Brunson

Here’s a short story for you that includes an important lesson if you’re serious about your career.

Last week (on February 21^st), Kylie Jenner tweeted that she no longer loved Snap(chat) and in less than a few hours, the social media network lost a whopping $1.6 billion in value.

News media outlets went wild with the story. She landed on the front page of the business section of nearly every top newspaper in the world. Each write-up directed the reader to her tweet and the fallen Snap closing stock price as proof of causation. Stock analysts attributed the drop to Kylie’s tweet, one saying “if Kylie no longer thinks Snap should be used, millions of people will think the same.”

Her one tweet underscores how powerful an influencer she has become.

But that wasn’t the lesson.

The lesson came the next day, on February 22^nd. With the world watching her to see what she would tweet next – would it be about Snap again? Perhaps she would post about another social media platform she thought was better?? Was she giving up social media entirely???

Here’s what she tweeted: “The Weather Collection, Launching Feb 28 3pm pst. Check out my stories to see a closer look @kyliecosmetics”

She used the opportunity to tell everyone that a new collection in her cosmetics company would be out soon.

That’s the lesson.

Now, let’s look at why it’s important for you.

What a lot of people don’t realize about Kylie is that she is the founder of a cosmetics company and it is the fastest growing cosmetics company ever. In the 18 months following its launch in 2016, ‘Kylie Cosmetics by Kylie Jenner’ made an incredible $420 million in sales. With sales growth expected to be in the double digits this year, Kylie’s 2-year-old company is projected to gross over $1 billion in sales by 2022.

EPIC!

To illustrate how freakishly fast her company is growing, look at the industry leader, L’Oréal’s Lancôme. It took them 80 years to reach $1 billion in cosmetics sales.

So, let’s get back to what you can learn from the lesson.

There’s a lot we could unpack but I want to focus on the one thing Kylie and all of her sisters have mastered, and that is content strategy. Content strategy is delivering the right content to the right person at the right time.

Think about it, every time her big sister Kim drops a “break the internet” photo, you best believe a product launch is coming next. But remember, content strategy is not simply about posting just any content, it’s matching the right content to the right person at the right time. So, after Kylie’s Snap tweet, she didn’t just have anyone’s attention, she had sparked significant interest from business journalists around the world who wrote about her the prior day. Who better to tell about a brand-new product your startup company is launching?

Now, the push back I’m sure you’re thinking is, “yeah Paul, but look at the type of content they post, of course nude or semi-nude photos are going to get attention.” Once again, I’ll point you back to the definition of content strategy – Kylie and her sisters are adept at knowing the right time and right content that everyone from reporters, to diehard fans, to haters, will consume.

The tactic we can all borrow from the Jenner and Kardashian playbook is that content strategy can be used to gain authority and through that authority you’ll gain power to do amazing things like spread your ideas, make a major impact on the world, and generate transformational wealth.

A matter of fact, I’ve experienced this phenomenon personally. It’s through content strategy that I’ve been able to build a dream career.

I want to teach you more about content strategy.

This Saturday (March 3^rd) I’m hosting a free webinar as part of the Knowledge Share series where I periodically teach professional skills. In this weekend’s webinar, I’ll teach you the step-by-step process to use content strategy to gain authority in your industry and then use that authority to become either an influencer or thought leader.

Capacity for the webinar is only 500 people and registration is on a first come first serve basis. The webinar is LIVE but if you can’t make it, I’ll still share the replay if you are registered.

Register here.

I look forward to this weekend’s webinar!

My best,

-Paul