Now that you’ve got your content together, how are you going to promote or distribute it? You have to be productive with your marketing efforts, because if no one sees, listens, or reads the content you’ve put so much time into creating, was it even worth writing it in the first place?
In 10x Marketing: Content Marketing That Stands Out & Gets Results, CoSchedule CEO Garrett Moon runs through a couple specific tactics and strategies you can try.
Find Your ‘Competition-Free Content’
With so much competition in the content and social media spaces, Moon says it’s important to find your ‘blue ocean’ opportunities—places where you’re not fighting with existing markets and can do your best work.
"Create content that's free from competition and you'll truly stand out." @garrett_moon @coschedule
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“How can you create content that’s free from your competition, so that what you’re creating stands out and is actually impactful and meaningful?”
One example he gives is Groove—the help desk software—who decided to shut down their already successful blog to focus on something only they could talk about: their numbers, metrics and own startup story.
They went from producing the ‘me-too’ content that everyone is creating, to something that is unique and have been rewarded with massive increases in traffic and users.
This content marketing strategy focuses on utilizing their core competencies, but here’s how you can find those same kinds of opportunities within your own business:
Observe your competitors: What are they doing, where are they publishing, and how are they using email? Understand what your customers are already seeing.
Search relevant topics on Google: Look at the top 10 results and see what’s there. How long is the content. What images are being used? What’s consistent or stands out?
Ask yourself what are you and your team really good at? What are the patterns that b2b email lists poland your competition are falling into that you can disrupt? Are there people in your audience that you aren’t serving? What have you created that you’re the most proud of?
From these 3 steps, you should be able to start seeing opportunities where you can excel that aren’t already crammed with competition.
Prioritize 10x Opportunities
Another tactic that’s crucial to any content marketing strategy is to always prioritize the highest impact content. Moon calls this the 10X vs 10% test. Which opportunities could potentially provide 10 times the growth to your audience size, traffic, or subscribers, versus just 10%?
To do this, there’s another simple 3-step process:
Dump all your ideas onto a board. There’s no bad ideas here, just let it all out.
Bring in the rest of your team to help. Identify all of the real 10X opportunities and put them in one column.
Rank the difficulty of your 10X opportunities on a scale of 1–3. If you have a 10X opportunity with only a level 1 difficulty, you should jump on that right away and prioritize it within your content marketing strategy.
At this point, you know what you should be focusing the most on. But remember, your 10% ideas aren’t bad so don’t throw them out. There could be a time in the future when they do become a higher return activity.
They just don’t have the same potential impact today—and thus should be a lower priority in your overall content marketing strategy right now. Regularly revisit your idea board to re-evaluate priorities and stay on your toes.