Great essay on Rebecca Lieb’s blog today about focusing content on One Big Idea.
The best way to draw quality, valuable traffic and move it toward a profitable end is content marketing. It’s also expensive, so it needs to be done well. By “well,” I mean it has to be driven by a focused and cohesive strategy. How to do that? The “Big Idea.” Rebecca uses IBM and GE as examples. If companies as diverse as IBM and GE can focus their messages, surely we all can, too.
It’s not easy to do but once you have your Big Idea, it makes everything else much easier. But getting there is the hardest marketing challenge for any business because in order to focus on One Big Idea, a dozen ideas become sidebars. And they are your precious babies! But the truth is that when we try to make a dozen great points, we end up successfully making none. We need to trust that when all our ideas report to one, the harmony amplifies all our precious points.
My own business is a good example. What does “marketing consultant” mean? Not much, given all the marketing specialties. Over the course of the past year, I’ve focused more and more on the offering prospects and clients are most responding to: Straightforward Marketing, taking the mystery and opinion out of deciding what marketing tactics make sense for each client.
Does your business have a single identity and a singular focus?