UnMarketing, 2nd Edition

46Idea Creation

As modern business owners we tend to become overwhelmed by all the methods of information delivery available to us and forget the biggest point of them all. No matter how many new ways exist today to deliver content, it's the content itself that matters most. Remember the saying “content is king.” If you do not have great content, it does not matter at all how you deliver it.

So how do we create quality content? It's simple. You can start with just a basic idea and turn it into an entire series of content. Write down right now the biggest problem you solve for your customer, the pain that you heal from your marketplace. If you are a chiropractor, that means you relieve physical pain; if you are a financial planner, then you relieve the pain of money problems down the road for your clients; and if you're a TV repair person, well, then you solve the problem of my television that isn't working. Anyone in any type of business can create content around marketplace pain.

Let's take the example of the TV repair person. Simply by coming up with a top-five list for your marketplace, you can start down the road of separating your company from your competition. By providing useful content, you go from being a service provider with a ton of competition to an expert in the industry. We would only call a TV repair person when my TV is broken, but we can learn from an expert in the TV business at any time. It changes our opportunity to engage with you from only during those ...