How to Come Up with the Big Idea for Your Content Marketing Strategy?
1. First, you need to take a step back and consider your buyer persona. Think about the customer you’re trying to reach. Ask yourself:
- Who is your target customer?
- How do they go from awareness to decision?
- What do they want to see?
2. Next, you need to attract your target customer’s interest. One way to do this is to apply the concept of creating unfamiliarity into what they’re already familiar with, or vice versa.
Here’s an example of introducing familiarity with what may seem unfamiliar to your audience: cryptocurrency. Most people have a sketchy understanding of what Bitcoin is. But if one were to explain Bitcoin as a form of “Digital Currency,” most people would be able to grasp that concept easily since ‘digital’ and ‘digital’ are things that people are already familiar with.
As you move further through the process of finding your big idea, a memorable and straightforward method is to follow the acronym of B-I-G.
Ask yourself: does your idea capture people’s attention?
Talk about your big idea to your friends and colleagues. Are they interested? Do they want to find out more? Ask your colleagues and carefully watch their reaction. Is this an idea that you want to talk about with your friends? Also, consider if there are any market trends that you can leverage to create a content strategy around.
As a company or brand, you must stand out from your competitors and create a product that solves a problem. There are three ways to do this:
1. Genuine Incomparability. Your products are truly unique. Most of us, unfortunately, don’t fall into this category as this requires inventing a product with an exclusive patent. For most products and brands, the next two strategies are more realistic.
2. Industrial Incomparability. You create your big idea around something that your industry competitors may already be doing, but they don’t talk about it in their content strategy.
Let’s take TOMS shoes as an example. For every pair of TOMS shoes sold, another pair is gifted to a person in need, and customers are made aware of their contribution. Customers feel good about their purchase, and TOMS stands out in a hugely competitive market.
3. Created Incomparability. This is the key to coming up with a big idea that works. You need to find something exciting and compelling about your product to help it stand apart from competitors.
Imagine you work for a company selling different soda drinks for young people, and you need to market vitamin D supplements. If you only list the benefits of vitamin D, most of your audiences will quickly lose attention — especially young people! To grow your organic inbound traffic and increase product awareness, you need to think differently about your product.
Perhaps as you carry out some research on vitamin D, you discover that astronauts used it during space missions. Suddenly, vitamin D could potentially become the “Astronaut’s Vitamin”. Kids are fascinated by astronauts and intrigued by your product. And parents have the option to purchase an attractive health supplement that their children are excited to take.
You’re not selling anything different, but you’ve found a creative way to make your product seem unique.
G: Gargantuan Goal
Ask yourself one simple question:
What is the biggest problem you’re trying to solve for your audience?
It’s time to revisit your buyer persona and think about what triggered their customer journey.
We need to be able to solve the biggest problem of our buyer persona.
Get your big idea right, and you’re ready to soar.
Your big idea is the beating heart of your product or brand. Every piece of content you create about your product has to link back to your big idea. It can be subtle, but it has to be there.