A few months ago, when Pokémon Go was a relevant topic, I had written an article on LinkedIn about it that explained why it was going to be a very important app for marketers.
I did everything that a great article should be: It was beneficial, I used rich media, it was proper length, etc.
Yet, it was one of my worst performing articles.
Why? Because I had written it three to four weeks after it was a trending topic.
By that time, everyone else had already written about it, which meant that it was no longer novel to people. As a result, people ignored it. It was a “brown cow.”
The flip side of this story is that articles that were written in the first few days that Pokémon Go was trending, performed very well.
These were articles that weren’t that in depth or particularly well written. However, they were written first. They were novel, which meant people found them interesting.
In the book “Zero To One,” Peter Thiel calls this the first mover advantage. Thiel relates it to business, but it could also be applied to writing.
When it comes to life, business, or writing, remember that often times, it’s more advantageous to be first than it is to be better.