There is a universal assumption on the internet that if you create compelling content you get all the good stuff every business wants. You get the traffic from organic SEO, the awareness, the branding, the word of mouth, the community.
Really? Is it that easy?
I don’t think so!
Don’t get me wrong producing compelling content so people come read, see, hear and spend time on your site is a good engagement strategy but the problem is when it’s treated as a tactic. Tactics dominate our thinking and applying the same tactics that worked for others is not going to work for you. Let me put it more bluntly, if you do the same thing as your competitors you’re already irrelevant.
Instead look at it this way: Don’t create compelling content to be #1 in Google, create great products and services so you’re #1 in people’s minds.
The truth is if you want to create compelling content (anybody really know what this means?) your better have a damn good product or service that people want/need because a good product or service speaks for itself.
You have to escape the natural pull of the ‘tactical mindset’ and focus on the doughnut not the hole. Differentiation doesn’t come from producing ‘compelling content’, it comes from providing products or services consumers will fall in love with, stuff that engages them emotionally and that enhances their lives.
Key takeaway: When you can create awesome products or services, you don’t need to find better ways to sell it.
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