Every time a new trend drops, you scramble.

AI takes off - suddenly you're posting about ChatGPT. Threads launches - you're explaining why everyone should join. A new algorithm change - you're writing hot takes.

You're everywhere. You're nowhere.

Meanwhile, someone who's been posting about one topic for two years just landed a speaking gig. They're getting podcast invites. Their DMs are full of collaboration requests.

The difference? They stopped chasing. They started owning.

The Trend-Hopping Trap

Jumping on trends feels productive. You're being timely! Relevant! Part of the conversation!

But here's what actually happens:

You blend into the noise. When a big topic breaks, everyone posts about it. Your take gets lost in 10,000 identical takes.

You confuse your audience. One day you're talking about productivity, the next about crypto, then about parenting. Your followers don't know what to expect from you.

You reset your progress every time. Each new topic means building credibility from scratch. You're always at the starting line.

You exhaust yourself. Keeping up with everything that's happening is a full-time job.

Trend-hopping is the content equivalent of running on a treadmill. Lots of effort, no distance covered.

The Topic Ownership Model

Here's the alternative: pick one topic and go deep.

Not shallow-deep, where you post basic tips anyone could write. Real deep. The kind of depth where people say "Oh, you want to know about X? Talk to [your name]."

Topic ownership means:

  • When that topic comes up, your name comes up
  • You have unique insights nobody else has because you've been thinking about this for years
  • Your content compounds - old posts stay relevant, new posts build on previous ones
  • You attract the right audience, not a random collection of followers

Think about who you follow. The best accounts aren't trend-chasers. They're people who've decided: "This is my lane. I'm going deeper than anyone else."

How to Find Your Topic

You probably already know it. It's the intersection of three things:

What you know well. What have you actually done? Managed teams? Built products? Survived burnout? Your real experience is your unfair advantage.

What you won't shut up about. What do you rant about at dinner parties? What problems do you see that others don't? That frustration is fuel.

What people ask you about. When friends have a problem in this area, do they text you? That's a signal.

The intersection doesn't have to be unique. "Content marketing for B2B SaaS" isn't original. But your specific perspective on it - shaped by your experience, your failures, your opinions - that's unique.

The Depth Stack

Once you've picked your topic, go vertical. Build what I call a Depth Stack:

Level 1: The basics. The 101-level posts. "What is X and why does it matter?" These attract new followers.

Level 2: The how-tos. Practical, step-by-step guides. These build trust.

Level 3: The contrarian takes. Where you disagree with conventional wisdom. These spark conversation.

Level 4: The deep cuts. Nuanced posts that only make sense if you've been following along. These create superfans.

Level 5: The synthesis. Content that connects your topic to broader ideas. This establishes thought leadership.

Most people stay at Level 1 forever. They keep writing introductory posts because they're afraid to have real opinions. Go deeper. The audience you want is waiting at Level 3 and beyond.

But What About Relevance?

Here's the question I always get: "If I only talk about one thing, won't I become irrelevant when trends change?"

No. Because you can always connect trends back to your topic.

AI becomes huge? Write about how AI changes [your topic].

A platform dies? Write about what [your topic] practitioners should do next.

The economy tanks? Write about how [your topic] applies in hard times.

The trend provides the hook. Your topic provides the angle. You stay relevant AND focused.

This is actually easier than trend-chasing, because you're processing new information through a framework you already have.

The 50-Post Rule

Here's a practical challenge: can you write 50 posts about your topic?

Sit down and brainstorm 50 post ideas. Not 10. Not 25. Fifty.

If you can't hit 50, your topic is too narrow. Expand it.

If you easily hit 50 and keep going, you've found your thing. That's a topic with enough depth to own.

Save that list. You now have months of content planned. When you sit down to write, pick from the list instead of chasing whatever's trending that morning.

The Long Game

Topic ownership is a multi-year strategy. You won't see results in month one.

But in month six, people start recognizing your name.

In year one, you're getting tagged in conversations.

In year two, you're the person people think of.

Compare this to the trend-chaser: they're still pivoting, still scrambling, still wondering why nothing is clicking.

Depth beats breadth. Consistency beats intensity. Owning one topic beats being forgettable on fifty.

Your Next Step

Pick your topic. Write it down.

Then ask yourself: "Am I willing to post about this twice a week for two years?"

If the answer is yes, you've found it. Now start building your Depth Stack.

The trends will keep coming. Let everyone else chase them. You've got a topic to own.