How to Do It: Keating suggests that the secret to great 10x content is “adding proprietary data or research you can’t find elsewhere.” In other words, you’re going to have to do some digging. The more unique data and/or research you can incorporate into your piece of content, the more value it will have with your target audience.
Whatever type of content you plan on creating (blog content, case studies, infographics, whitepapers, etc.), make sure it includes exclusive data or research that you won’t find in other pieces of content for that keyword. That extra effort can go a long way in securing future backlinks or even getting mentioned on social media, which can raise your overall brand awareness.
Always Return to Brand Values
Brand values essentially refer to the collective beliefs you have as a company. In a content creation context, they can help you create the right content for the right people who share and respect those brand values.
Oskar Duberg, content director at Frontify, says, “By always returning to our brand values before deciding on content approaches (what we say, to whom, when, and where), everything created — in every shape and form — resonates with our audience because those values have been silently agreed upon from the get-go.”
How to Do It: In order to have a strong understanding of your brand values, you need to ensure that you already have an established brand identity. What are the most important things to your brand? What kind of responsibilities do you have as a brand? These are the types of questions that can help you determine your brand identity and, as a result, the brand values you can always return to and apply to your content strategy.
If your brand values change over your company’s life cycle, it’s not the end of the world either. That said, make sure your customers and potential customers are made aware of those changes. Be transparent with them. Tell them these are the reasons you made changes to your brand values, and this is the new direction the company is headed, complete with new content pieces that will reflect the direction.
Find “Gaps” in Crowded Search Results
Google is filled with keyword search results that all seem to look alike. Instead of harnessing original perspectives through their content marketing strategies, many companies simply take what’s already been working on the first page of Google and mimic it.
Ryan Law, director of marketing at Animalz, proposes that “in the midst of so much competition, great content finds a way to stand out. It asks: what is missing from these search results? What can we add to the conversation that nobody else has said?”
How to Do It: Law explains there are many ways to fill these gaps with content that isn’t simply “copycat content” — ‘ultimate guides’ and listicles that try to outcompete each other in an arms race of length.” Some solutions Law highlights include using original data, sharing a strong opinion on your chosen topic, bringing in personal experiences, or anchoring your piece of content on the authority of a well-known brand or public figure.
Essentially, finding these gaps is really predicated on establishing a unique value proposition for your content. What is going to make someone want to click on your piece of content on a search engine results page (SERP)? Whether you’re offering a fresh blogging perspective through personalization or curation or using a thought leader or influencers — you need to find the types of content marketing gaps that haven’t been filled yet.