If brands and businesses don’t take their content niche seriously, they may create and publish fragmented content serving multiple marketing objectives across multiple channels. This demonstrates a scattered mindset, which may lead towards unpredictable business outcomes and ultimately losing focus on what truly matters in content marketing. The key here is to define your content niche and ‘create’ remarkable content that wins attention and trust of customers and prospects.
Hence, the very first step is to look no further, decide at once to grow out of one’s comfort zone and start taking content serioulsy enough. Decide to focus on a content niche and set your eyes on the bigger goal of becoming a leading source of information for customer’s and prospects in that industry or niche. If there are any obstacles on the way, repeat to oneself the following formula on setting uncomfortable goals:
Those who succeed were—at one point or another in their lives—willing to put themselves in situations that were uncomfortable, whereas the unsuccessful seek comfort from all their decisions.‘The 10x Rule’ – Grand Cardone
The smartphone manufacturer OnePlus has a motto — “Never Settle”, which signifies that they are always striving to innovate and improve their products and to provide an excellent customer experience along with maximum value for money. This formula holds equally good for content marketing as well. In any goal setting exercise, if someone is not putting his effort to be #1, he is settling for the comfortable in other words mediocrity.
Today, attention is the most precious commodity, and it’s becoming harder for brands and businesses to buy attention. Even more important is the fact that, attention is not simply handed out or given by somebody, but has to be earned by ‘being uncomfortable’ and leaping into fulfilment of higher expectations and an overall higher value proposition.
Another way to look at a content niche is to imagine, if all the marketing efforts of a particular brands or business were to evaporate tommorow. Then, it would make sense to ask the following key questions:
- Would anyone miss that content?
- Would someone be able to come up with equally effective content?
- Would that leave a content gap in the marketplace?
If the answers to above questions is ‘No’, then one can be sure that the brand and business haven’t take their content seriously and consequently risk themselves becoming irrelevant.