How to 10X Your Content Marketing Results This Year
Welcome to the first Well Read Marketer blog. In this post, I want to tell you what you can do this year to get 10X the results you’re getting from your marketing.
Let’s get started…
Know your unique value proposition (UVP)
If someone were to ask you what makes you and your business different from the competition, what would you say to them? What advantage do you have that separates you from the rest?
Figure out which of the 4 advantages you have
1) Informational advantage
This involves having a higher degree of access to or attainment of information. In most cases, this applies to companies who serve a specific industry niche — more on this below.
2) Size/Resource advantage
This is the UVP often enjoyed by large brands who can simply out-spend the competition. In all likelihood, this isn’t where you can hang your hat.
If you find yourself competing against the State Farm’s of the world, with their billions of marketing dollars, don’t even try to play their game. They’ll win every time.
3) Location advantage
The “local business” is currently experiencing a renaissance of sorts. The last few decades weren’t kind to the “mom-and-pop” shops, due mostly to the fact that those businesses failed to take advantage of their size and relative proximity to their customers.
If you’re small, be small. Make that your advantage. Be the local business hero.
4) Convenience advantage
Does your service provide a level of convenience that saves them time and headache? Many buyers would be happy to pay a premium in exchange for those precious resources.
Ok, so now that you’ve figured out your main advantage, what’s the next step?
If you believe that your product is “for anyone and everyone”, well, you better have a size/resource advantage. Otherwise, you’re dreaming.
Figure out the niche thatnyou can serve better than anyone else.
Target the demographic where your product or service will be the most valuable. These are the people who you are the most fit to serve and no one can do it better than you can.
Create quality content that provides deep insights and solutions to the problems they are facing. Show them that no one knows these better than you.
Finally, seek to create “true fans”
Kevin Kelly believes that all you need to create a successful business is to create 1,000 true fans. A “true fan”, according to Kelly is as follows:
“…someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.”
Now, you may need to scale this number up or down, depending on your product and market. So for you, this may mean 100, or 10,000, or perhaps only 10!
If you can compile just 10 true fans who will stick with you no matter what and will buy your premium product, you’ll have a very successful business.
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Reade Milner President, The Well Read Marketer