//How to stand out in a crowded world of content marketing experts
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How to stand out in a crowded world of content marketing experts

 

 

how to stand out in a crowded world of content marketing experts - How to stand out in a crowded world of content marketing experts

Search for "Content Marketing Expert" on Google and you'll get 614 million results. A search on "content marketing expert blog" returns $ 177 million. Even a search on "hug expert" returns 5.23 million results.

Who knew that an expert in hugging was even a thing? Well, that's it.

What is the problem as an expert? There's too much.

What is the problem as an expert? There are too many, says @cnuttall. Click to Tweet

Caroline Nuttall of Advantage Media | ForbesBooks and ForbesSpeakers have treated the overpopulation of experts in its presentation Content Marketing World, Stop generating leads, start boosting demand for everything you sell .

"We build expertise in an overpopulated world of experts," says Caroline.

Visual representation of the overpopulation of experts

Caroline created the Amplify matrix. The axis of the abscissa goes from "accepted" – things generally recognized or supposed – to "challenged" – things that challenge conventional wisdom.

On the y-axis, the board of use is at the bottom of the screen and thought, or things that form a new approach actively, in above.

Caroline postponed some sessions of Content Marketing World in the matrix:

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Note that most sessions are in the "Expertville" quadrant.

"I do not hit that content," says Caroline. "It's good, useful, valuable content and these people are great speakers, but there are two huge problems with Expertville. One is that it is cluttered, and because of overcrowding, your content becomes a commodity. "

The second problem is that if you explain the procedures enough, your audience no longer needs you. They will say, "Hey, thanks for the tips and tricks. I can do it. "

Now, look at the top right, "The Land of the Visionary." There are only two sessions left. "There are a lot fewer people. By default, you are unique because no one has exactly the same vision as you, "explains Caroline.

Visionaries ask their audience to say, "Hey, you have to rethink my strategy, my approach. Maybe all my economic model . I need to know what you are talking about. Tell me more. "

The visionaries have their audiences say, "You must rethink my strategy." @Cnuttall Click to Tweet

While demonstrating content related to an event, the Amplify matrix applied to any type of content.

How can you send your content to the land of visionaries? Caroline recommends three things:

Be an authentic investigator.
Air your discoveries.
Amplify what works.

Let's see each of them in detail.

Be an authentic investigator

Caroline tells the story of Derek Snook. When Derek entered the job market, his mission was to help people. A conventional way to fulfill this mission would be to join a non-profit organization. But Derek first asked, "Can we ever really solve the problems of people at a distance?"

To answer this question, he settles in a shelter for homeless where he meets hard working day laborers. He then asked, "How is it that a homeless person works hard in the world?"

To find out, Derek became everyday. When he left this thankless and grueling job, he discovered a problem: the recruiting agency suffered a 50% reduction. If the contractor was paying 15 dollars an hour per person, the agency kept $ 7.50 and paid $ 7.40 per day for every hour worked.

"Derek saw an opportunity to give the laborer an opportunity to grow," says Caroline. "So he started a staffing company called IES (In Every Story) and, overnight, increased wages by 30%."

Derek then gave an inspiring lecture on TEDx and published a book titled "The Definition of Success: What Homeless Me Learned to Live".

As content marketers, we think we know our audience. But Caroline says, "Can you ever say that you really walked in your audience's shoes? Have you ever become homeless for your audience? "

Derek knew his audience well because he had become the public.

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"When we live in history and explore questions instead of answers, we discover deeper problems. We become genuine investigators, "explains Caroline.

RELATED HAND CONTENT:

Live the story. Explore the questions. Discover deeper problems. Be authentic investigators. @cnuttall Click to Tweet

Venture your discoveries

As a comedian, Josh Gondelman debuted at the opening of the mic at Sally O'Brien's, a Boston pub. He was playing for five minutes, going home, reviewing what was working and coming back the next week.

One year, the host of the open micro party was removed and Josh took over. Now, Josh had 30 seconds of time on stage every 5 minutes.

"He would use this time to test the joke, see what works and what does not work. Then he would come back five minutes later and refine it. This allowed him to really develop things very quickly. So at the end of the night, he had some really good things that worked, "says Caroline.

One night, Josh tested a "modern Seinfeld" joke as if comedian Jerry Seinfeld and his TV show were still on the air. It's a success that led Josh to open the Twitter account Modern Seinfeld .

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Josh continued to quickly test his modern Seinfeld jokes. He knew that they were working because he was receiving excellent returns. Conan O'Brien invited him to his show and Josh found a job for last week, tonight, with John Oliver. He won an Emmy. Josh has published a book and comedy albums.

"When we share our imperfect ideas, we build a trench audience, which creates a fast cycle feedback loop, giving us a glimpse of the superpower. We get that by expressing our ideas, "says Caroline.

Share imperfect ideas to build a trench audience, which creates a fast cycle feedback loop. @cnuttall Click to Tweet

Amplify what works

Larry Smith was once a publisher who thought a lot and had great ideas. He wanted to sell big advertising campaigns and make VH1 (MTV's original sister channel) subscribe to the shows he designed.

In 2006, he founded Smith Magazine with Tim Barko. Later in the year, Larry's path to success was not to become big. His next step was focused on a famous six-word poem: "For Sale: Baby Shoes. Never worn. "

Larry asked readers to submit their story in six words on the magazine's website and on Twitter. The next morning he received 7,000 emails, including one from Jack Dorsey and Biz Stone, co-founders of Twitter.

Larry was stunned. Realizing it was one of the most successful things he did, he leaned in. He dubbed the concept "Six Word Memories", relaunched his website and got a trademark for the slogan "One Life, Six Words." Which one is yours? "

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"Soon, celebrities started sharing their memories in six words and we all know what happens when celebrities start sharing things, advertising goes up," says Caroline.

Did Larry want big projects? They found him while he was working with the Tony Awards, MINI Cooper and Honest Tea on six-word ad campaigns. He partnered with schools and non-profit organizations, and launched Six Words Live, where people came on stage to share the stories behind their six-word memoirs.

Larry created products based on this concept, such as board games, t-shirts, calendars and books. He may be the only person to turn six words into eight books.

"Larry speaks all over the world, inspiring people and explaining how he unleashed a global phenomenon in six words. When we simplify, we get traction by magnifying good things. We need to amplify what works, "says Caroline.

When we simplify, we get traction by magnifying good things. Amplify what works. @cnuttall Click to Tweet

RELATED HAND CONTENT:

Your trip: are you ready?

To recap, the trip to the land of visionaries includes the following three things:

Be an authentic investigator.
Air your discoveries.
Amplify what works.

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Caroline shared the stories of Derek, Josh and Larry. Now, it's your turn to be the star of your story.

I will practice an approach rather than doing all three at once. I love the concept of "genuine searcher" and will try to immerse myself in the world of my clients and my audience. Walk a mile in their shoes. "Let's be it," like Derek, lived in a homeless shelter rather than "being with with them."

And you?

Which of the principles of Carolina touches you the most and how do you intend to adopt it? Share your thoughts in the comments.

Here is an excerpt from Caroline's presentation:

Take the next step in your career – Register to join thousands of your fellow merchants at Content Marketing World in September. Use the code CMIBLOG100 to save $ 100.

Cover image of Joseph Kalinowski / Content Marketing Institute