Every great product or brand starts with an idea. But how does an idea grow into a big idea that keeps your audience from following them?
It's easy to fall into the content production trap without having a clear idea behind the content strategy your. If your organic traffic isn't growing month-to-month, or if you find yourself constantly spending your ad budgets to attract readers, this could mean your content strategy lacks a big idea. .
If your organic traffic is not & # 039; doesn't grow monthly, or if you find yourself constantly spending your ad budget to attract readers, this could mean your content strategy lacks a big idea. Click to Tweet
Advertising magnate David Ogilvy famously said:
You will never win fame and fortune unless you invent big ideas. It takes a big idea to grab consumers' attention and get them to buy your product. Unless your ad contains a big idea, it will pass like a train in the night. ”
David Ogilvy was absolutely right.
Which book has a better big idea: Rich Dad, Poor Dad or 101 Ways to Find Money to Save and Invest ?
For example, check out these two self-help books. Both books teach the principles of saving and investing money. But, can you guess which title sold more copies?
Rich Dad Poor Dad is a bestseller in the world, but 101 Ways to find money to save and invest almost unknown. As we continue to explore the concept of a big idea, we quickly realize that Rich Dad, Poor Dad There's a big idea behind it. This is due to a title like Rich Dad, Poor Dad stand out from all other books on saving and investing. The big idea behind this book easily broke through all the noise and caught the attention of any potential reader.
Dive deeper and discover how you can grow a big idea that works and leads to organic traffic growth: the ultimate goal of many businesses.
How do you generate big ideas for content marketing?
At this stage, you may be wondering where generating the “big idea” fits into your inbound marketing strategy? The answer is that this is an important first step in your input and content marketing planning process.
If you're already engaged in your content marketing strategy but don't have a big idea in place yet, don't panic: it's time to test your approach.
1. First, you need to take a step back and consider the buyer your . Think about the customer you are 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 the attention of your target customers. One way to do this is to apply the concept of creating alienation to what they are 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 rough understanding of what Bitcoin is. But if Bitcoin is explained as a form of “digital gold”, then most people will be able to understand that concept easily because 'digital' and 'gold' are things that people are familiar with.
One example of creating unfamiliarity with what people are familiar with would be the hugely successful product, the Tangle Teezer, the detangling comb. Everyone is familiar with a hairbrush. But a specialized comb to de-tangle your hair? That's a novel idea!
The success of the Tangle Teezer brand started with a big idea and the traffic came organically. This product very well delivers on its promise to detangle hair quickly and painlessly, and customers have promptly told their friends. Tangle Teezer has become a self-promotional brand.
As you progress further through your big idea search, one easy method to remember and understand is to follow the BIG acronym.
How to come up with big ideas for your content marketing strategy Click to Tweet
B: Famous
Ask yourself: does your idea get people's attention?
Talk about your big idea with friends and colleagues. Are they interested? Do they want to learn more? Ask your colleagues and carefully watch their reactions. Is this an idea you want to tell your friends about? Also, consider if there are any market trends that you can capitalize on to create a content strategy around.
I: Can't compare
As a company or brand, you have to stand out from your competitors and create a product that solves a problem. There are three ways to do this:
first. Genuine can not be compared. Your product is truly unique. Unfortunately, most of us don't fall into this category as this requires inventing an exclusive patented product. For most products and brands, the next two strategies are more realistic.
2. Incomparability in industry. You create your big idea around something competitors in your industry are probably already 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 will be donated to a person in need and the customer is made aware of their donation. Customers feel satisfied with their purchase and TOMS stands out in a fiercely competitive market.
3. Incomparability has been created. This is the key to coming up with a great idea that works. You need to find something interesting and compelling about your product to help it stand out from the competition.
Imagine you work for a company that sells health supplements for children and you need to market a vitamin D supplement. If you were to list only the benefits of vitamin D, most of the audience would be. Your eyes will quickly lose attention – especially children! To increase your organic inbound traffic and increase product awareness, you need to think differently about your product.
Perhaps when doing some research on vitamin D, you find out that astronauts have used it in space missions. Suddenly, vitamin D has the potential to become the "Astronaut's Vitamin". Children are mesmerized by the astronauts and intrigued by your product. And parents can choose to purchase an attractive health supplement that their children will enjoy taking.
You're not selling anything different, but you've found a creative way to make your product seem unique.
G: Giant target
And now we come to your Giant Goal. Ask yourself a simple question: what is the biggest problem you are trying to solve for your audience?
It's time to review your buyer persona and think about what triggered them customer journey .
Let's go back to the Tangle Teezer hairbrush. Its huge goal is simply to provide a solution to the annoying problem of trying to tangle your hair. It solves the biggest problem of buyers.
Example of a Company with a Great BIG Idea: FrogTape
Finally, let's take a look at one brand that has successfully showcased the acronym BIG in action: the paint tape brand, FrogTape.
FrogTape . Content Marketing focus on the ability to achieve clean, smudge-free lines. It created the concept of PaintBlock Technology. PaintBlock technology is very popular – it immediately attracts people. They want to learn more. FrogTape effectively inserts the unfamiliar into the familiar.
FrogTape shares painting tips, how-tos, and inspiration as part of their content marketing.
FrogTape also successfully exploits “Created Incomparability”. It created the idea of PaintBlock Technology to keep your paint lines straight and sharp.
FrogTape's "huge goal" is to convince its clients to use FrogTape to create clean lines and avoid the worst case scenario of having to repaint a room.
Every aspect of FrogTape's content marketing strategy links back to this big idea. Even the design trends on FrogTape's website are subtly related to the big idea: their "Paint Block" technology.
Get your big idea right and you're ready to go.
Your big idea is the beating heart of your product or brand. Every piece of content you create about your product should link back to your big idea. It can be subtle, but it has to be there.
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