How to create content that will generate constant demand.
When it comes to content marketing, you need to avoid "High Competition/Low Differentiation." content areas at all costs. In this video, we are going to outline what your content should look like and discover exactly how that content delivers the core value your business offers to your target customers in such a way that is going to differentiate you from your competition.
I always try to make things as simple as possible, and one of the best ways to do that is to break the content creation process down into this simple 3-part framework: Look, Research, and strategize. It’s a simple trifecta anyone can do, regardless of budget or time-constraints.
The first step is to observe your competitors by checking out what kinds of content they are creating. Are they running ads like crazy on TV, radio, billboards, and other traditional channels? Are they working digital angles like facebook ads, giveaway contests, video, or email marketing? Do they have engaged audiences on twitter, instagram, or LinkedIn? This step is about taking a critical look at the market and diagnosing strategies and tactics like a scientist. You should ask yourself, what content resonates most, and what resonates least with my ideal customers? This is where you can start to find the cracks and avenues into creating content with the highest results possible.
Research. After tracking your competitive landscape, it’s time to head to Google for some simple research. Here, you are looking beyond channels and into content. You want to search for terms related to your products and look at the top ten search results. You are looking for two main things. 1) What is consistent about their content? 2) What stands out most prominently? You also, want to answer questions like: How long is my competitors content? How many images do they use? Do they use strong calls to action? How strong are their customer testimonials? Are their product sales attracting lots of attention locally, regionally, or nationally? By asking questions like these, you can analyze the content landscape. In fact, you can even create a spreadsheet to keep track of these data points for a high-level view of what everyone else is creating. And, this type of research will make finding a great content niche far easier than simple guess-work.
Strategize. Now that you’ve researched the content and methods your competition is using, you can create your content strategy. However, you should remember that coming up with great content is not just about being different - It’s about creating content that is different, AND, that you can execute well. The path to finding that niche is asking and answering these simple questions. 1) What is your team really good at? Understanding what you can execute well is half the battle, sometimes its video, sometimes, it’s written, depending on the strengths of your team.. 2) What are your competitors doing that is similar? You really want to understand if there are any obvious patterns the industry is falling into so that you can disrupt them and stand out. 3) What is in it for your customers? This is the ultimate question that should stand above all others. Customers don’t care about tactics, they don’t care about who the content comes from, the only thing they care about is the message and whether or not it benefits them. This is called a “what’s in it for me statement.” Also, make sure this statement is tailored to your brand’s “ideal” customers. Notice, I didn’t say audience. It is vital that you keep in mind your most profitable customers. Because, at the end of the day, they are the ones who will drive growth and yield positive financial results.