Have you ever wondered why it’s so important to know how to write a blog article for SEO? Competition is key.
The word “competition” can stir up some rather unflattering images. If you watch the likes of reality TV, for example, the most competitive player is usually painted as “the jerk.” This person takes the competition too seriously and is the one that other contestants — and the audience — don’t like. Typically, they never win and are quickly booted off the show after learning that it’s not just about “competition” but about being a good person, or something along those lines.
However, at its core, competition is not only good for business, but good for your audience.
No Competition Leaves Little Room for Growth
Forbes has a slide show on their site that goes into the importance of competition. Something they said rings true in regards to marketing: “If you’re the only player in your field, it can be difficult to improve.” Can you imagine a world where there was one source, and one source only, for the things you want?
Let’s look at video games, for a moment. Once upon a time the leading company for gaming was Nintendo. What would the gaming industry be like if no one came around to give Nintendo some competition? What if your only source of gaming entertainment came in the likes of Mario, Zelda and Donkey Kong? We’re not saying that these are bad games, but eventually you would want something more, right?
We want to take it a step further, though. Why are these Nintendo games so good? We dare say it’s because of the competition they were given, which leads us to our second point:
Competition Makes Companies Try Harder and Be More Creative
When thinking about the benefits of competition, Shaun Rosenburg feels that he would haven’t taken as many chances if there weren’t rivals to push him forward. “That is why whenever I want to get good at something I make friends with people who are already good at it.” You don’t have to take his word for it, there are big name examples that illustrate this point.
Namely Nintendo and Sega.
In 1989 Sega launched the Genesis and put it in direct competition with the NES. “The first wave of Genesis titles soared over the NES offerings (production value-wise) and made the generational gap easy to see. That obvious leap resulted in good early sales,” says Levi Buchanan via IGN. “SEGA also rolled out some aggressive marketing, calling out Nintendo by name in the famous ‘What Nintendon’t’ campaign. SEGA made the Genesis the ‘cool’ platform, while the NES — and, to a degree, the Super NES — were toys.” To top it all off, Sega revealed a direct competitor to Nintendo’s number one mascot, Mario, by introducing the world to Sonic the Hedgehog in 1991. The blue hedgehog sold a whopping 4 million cartridges in his first game and 6 million with his second.
Nintendo had to do something to fight back. And fight back, they did.
Buchanan’s article maps out staggering sale numbers for the games Nintendo released in response to its new competition. “The Super NES featured far more bestsellers than the Genesis. After Sonic the Hedgehog 2, the next top seller was Aladdin, which also moved about 4 million units. The Super NES featured several games that sold more than 4 million copies, such as Super Mario Kart (8 million), Street Fighter II (6 million), Legend of Zelda: Link to the Past (4.7 million), and Star Fox (4 million). And in Japan, Square was selling millions of Final Fantasy games, such as Final Fantasy VI, which moved more than 2.5 million cartridges.” In addition, Nintendo bundled one of the best Mario games of all time, “Super Mario World,” with the Super Nintendo, giving gamers more incentive to purchase the system.
“The great thing about having competitors is that you have to be more innovative. You have to think outside the box and go after new options in order to get ahead,” says Rosenburg. In this, he’s absolutely right. It’s no coincidence that Nintendo released so many great games after the Sega Genesis and Sonic the Hedgehog hit the market. And while the Super Nintendo did sell more units (49.1 million compared to 29 million Genesis units according to Buchanan), it’s hard to deny the final point we’re going to make:
Competition Gives the Audience Options
Because of this intense console war, gamers were given a variety of options in what they wanted to play. By giving them more options, the video game industry was able to grow into what it is today. Since the audience had more than Nintendo to choose from when it came to video games, other companies were able to try their hand at pleasing the gaming community. Namely, the console war we have now: Microsoft versus Sony versus Nintendo. It’s also no coincidence that, even after 20-plus years, Mario and Sonic are still big names in the industry, all thanks to a little bit of competition.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.