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Thursday, 9 October 2014
Add Unique Value Don't Chase Trends.
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"The chief enemy of creativity is good sense" Pablo Picasso

Creating truly effective content for your marketing takes a lot more than simply adding content based on current trends. In fact, to be one of the truly outstanding players in your market, you may need to run from trends, and take a leap in another direction. What this really means, in a universal sense, is to understand your company and the unique value it brings to the market and give that to your audience. Take a focused look at what you really have expertise in and focus very specifically on that. Then understand your audience and how you can give them this gift of information and in an engaging and honest way.

This is the situation every business finds itself in. Trying to compete in an already saturated market by finding the top players and attempting to mimic them is a battle in futility. We chase the existing trends in hopes we will be able to masquerade as being hip and in the know. But these will mostly, if not always, get lost in the noise. Now when you are building skills and learning certain aspects of digital marketing, following your peers can bring value. You can learn technique and presentation skills and hone in on other technical details. However, the reason these key players are seen as such is because they were at the head of the trend. Being ahead of the curve is how you become a true value. Offering information to people before they know they want or need it. Bringing it in a unique package and presenting it to them in way that is focused on the information and not compelled by the markets current expectations.

"This isn't something you have to invent, you don't have to bolt on what makes you fascinating, but you do have to identify it and amplify it and express it and become more of it." Sally Hogshead

We see this type of trend shift in every area of every market. We know that one minute Disco is all the rage and next it is hair metal. You knew you needed a gigantic suburban right before you were swayed toward your electric car. The market does not call for these changes; the leaders of the pack create them. Each of you has an expertise and a unique vision. Each of you should share that in your own way and with a fearless disregard for current direction. Each of us and each of our business' have something that will fascinate our audience. If you understand this process and how to activate those "triggers" you will be a successful voice in the market.  For a really great lecture on this watch this Ted Talk from Sally Hogshead on "How to Fascinate" It gives a really great layout for this process:

 

You can also go back and read our blog on High Impact Web Design: 7 Seconds For A First Impression. Making a splash in your pool requires a multitude of tools. But as Sally Hogshead says, "This isn't something you have to invent, you don't have to bolt on what makes you fascinating, but you do have to identify it and amplify it and express it and become more of it." If we all spend time understanding this it will create better content and a higher rate of engagement and ultimately more success.

If you have questions about these or any other digital marketing topics, we will be glad to discuss them with you. Contact Us Here or Call 877-397-7605

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Posted on 10/09/2014 9:45 AM by Mark McGowan
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