Your Worst Case Scenario

Your worst case scenario is that:

1. You have a competitor who really understands content. 
2. They know what content to create. 
3. They know how to get that content in front of the target audience. 
4. They know how to get that audience to take action. 
5. And they have been doing this for years, dominating your niche with content.

Since we started doing this, we have not seen a single company fall into this category. 

But one of your objections, one of the reasons you will not follow this approach is because you can’t believe that the opportunities are really there. 

As I repeat throughout, it is incredible, but they are absolutely there.

What is more, as new ideas, new technologies, new uses of those technologies and new suppliers of those technologies come on stream, blank canvasses open up to be conquered.

There are a few companies who stand out, and do steps 1, 2 and 3 well, but not 4. With step 5, they are relative newcomers to this so are not dominant. Even then, we’ve been able to beat their rankings. That’s not to brag - it is just to reaffirm how wide open so many channels are to get to your audience.

The most realistic and common situation is that your competitors are doing none of this. You will certainly find a few competitors, particularly very large corporations that are creating video content. But 90% of the time this is just fluff - filler content that is not growing an audience, not getting people to take action, and is actually difficult for the target audience to find.

What is more, they are failing to leverage any of the content that comes from the video. For a large part, this is because the actual video content is of low value, not hitting the key criteria that we cover in Chapter 8

I have a standard webinar that I run live, taking the audience through Accenture’s YouTube channel. As I always repeat, and emphasise, this is not a dig at Accenture. I spent four years there and have the utmost respect for the brand, their people and their capabilities. 

I could have picked any other large technology brand, but the reason for picking Accenture was that they have the killer combination of budget, resources, content, expertise and existing audience. 

With an existing audience alone, you can get your content seen, get all the channels (YouTube, Google, Facebook, Instagram, LinkedIn etc.) to recognise that the content is being seen, and wait for their algorithms to kick in to promote it organically to a new audience.

In the webinar, I show how the content does not meet the key criteria, is not being found on search engines, is not getting viewed, and has obviously cost them a significant amount to create. Even the content that shows a large number of views has been promoted through partnerships with agencies and publications like Wired. 

While getting your content distributed by partners is a great strategy, firms like Accenture are obviously paying for that. So this is not targeted, organic traffic that is looking for a solution to a problem and stumbling across Accenture’s videos. And to be clear, while the viewer thinks they have “stumbled” across the content, our process is highly precise in making that happen.

The content has obviously been created by “Marketing” as a distinct division or function, that is a few steps removed from coal face of “Sales”. Later on, we will dissect why this is the major flaw in all large companies, and how you can avoid it happening in your company as you grow.

This is “the curse of the big budget”. More of a threat to you is going to be companies who can be nimble, fast, and follow the formula, working on a limited budget. For now, start researching your competitors using the five steps above, and you will realise that the door is wide open for you to walk through.

Want to know more?

We can train you how to create content and get it in front of your target audience, Or we can do it for you. Reach out to me on [email protected].

Next Page: Your End Point: Where This Is Taking You (and your company)