Businesses are becoming more and more competitive. If you don’t offer a unique value or benefit to your customers, they will see you as just one more voice in the crowd.
So, how can you distinguish yourself from other brands and businesses?
It’s simple: by defining your core message and unique value proposition (also known as UVP). These elements are the blood and sweat of any content marketing strategy, and without them, you’re very likely to fail.
Here are the steps to develop a powerful message and UVP:
Who’s your target audience?
In order to create a compelling message, you need to understand who your audience is and what their problems are. If you don’t understand that, your content won’t benefit them at all.
Here’s where buyer personas come in handy.
These are semi-fictional characters 1000 Mobile Phone Numbers that define your average reader. I won’t go into further details here, but you can start by reading the following guides:
A major part of a successful content marketing strategy involves knowing your audience.
First things first. Find out where your target audience is hanging out online, what they are sharing. Gathering this information will help in your content creation.
Put together a buyer persona gathering as much information about your audience as possible. Social listening will help in picking up on their likes and dislikes and their characteristics.
Ask yourself these three important questions:
- What are the types of content pieces they share (format, tone, source, length)?
- Where does my target audience hang out online? (Social networks, blogs, forums, etc.)?
- What is the best way to reach my target audience? (Organic social media, advertising, search)?
Once you have your market figured out, you will need to start interacting with that group. What do they want from you, what matters to them, what information they want?
Develop your mission statement
As we said earlier, if you want to be different from other businesses out there, you need to develop a unique value proposition, but in order to develop a good one you need to understand a few important things.