Navigating Content Creation During Crisis: Justin Oberman’s Advice for Business Leaders

In a recent LinkedIn post, Justin Oberman addresses a pressing question many business professionals are grappling with: whether to pause content creation amidst global crises and how to navigate this sensitive period responsibly. Oberman, a consultant who advises clients on their professional presence, offers a nuanced perspective, cautioning against both performative takes on sensitive world events and complete silence.

The Pitfalls of Inappropriate Content and Unwise Silence

Oberman highlights the extreme reactions he’s observed from peers. On one end, there are those creating what he terms “tone-deaf” content, attempting to link unrelated global events to marketing strategies. On the other end are individuals who have gone entirely silent, fearing that any form of promotion is inherently selfish during times of turmoil.

He argues that neither extreme serves the audience effectively. As Justin Oberman notes:

“Your audience didn’t follow you for your take on geopolitics. They followed you because you help them grow their business in some way or because they find you entertaining.”

Oberman emphasizes that the fundamental needs of the audience – whether for business growth or entertainment – do not disappear during a crisis. In fact, he posits that in times of uncertainty, the need for reliable and trusted voices can actually increase.

Three Pillars for Responsible Content Creation

To guide his clients, Oberman outlines a three-pronged approach to content creation during sensitive times:

1. Acknowledge the Limits of Expertise

Oberman advises that professionals are not obligated to offer an opinion on every global event, especially if it falls outside their area of expertise. He suggests that true respect for the audience lies in recognizing and admitting the boundaries of one’s knowledge. “Silence on a topic you know nothing about isn’t cowardice,” Oberman writes, advocating that sticking to one’s core professional strengths is the most appropriate action.

2. Humanize, Don’t Strategize

If a professional chooses to address a sensitive topic, Oberman stresses the importance of authenticity and a human-centered approach. He strongly discourages turning suffering into a content strategy or using AI to generate commentary on complex global issues.

“Your audience can detect the difference between a genuine feeling and a strategic positioning exercise in about 1/3 of a second. And during a crisis, when senses are heightened, they can sense it even more.”

He warns against dropping usual content formats like frameworks and listicles when discussing sensitive matters, and implores leaders not to let AI craft their thoughts on war.

3. Maintain Consistent Value

Oberman encourages professionals to continue providing the valuable content their audience follows them for. While others may retreat into what he calls an “ethical authenticity vacation,” maintaining a consistent presence ensures visibility and recall when normalcy returns.

“You’ll be the one still there. And when the world exhales and everyone comes flooding back to their regular posting schedule, you will have a much easier time being remembered.”

He suggests that “useful content” – material that helps an audience solve a problem or understand something better – is often the most appropriate choice. Reposting high-performing older content is also presented as a viable option.

Finding the Right Balance

Ultimately, Oberman concludes that there is no single, universal answer. The key, he argues, lies in paying attention and being involved. He believes that consistent, albeit thoughtful, posting is crucial for staying connected and relevant. As Justin Oberman puts it:

“But to pay attention, you need to be involved. And to be involved, you need to be posting.”

His advice steers business leaders towards a middle ground: stay present and provide value, but do so with sensitivity, authenticity, and a keen awareness of the current climate.