I recently presented a webinar for the International Housewares Association on crafting a consumer-focused content marketing plan, and have gotten some questions on one of the to-do’s in that process, finding your sweet spot. Always ready to talk more about all things content marketing, here’s some more info for you!
Your sweet spot is the positioning statement that showcases your brand’s authority above all your competition. It’s what sets you apart in the marketplace, it’s the story-line that no one does better, defining exactly what it is that you excel at and are known for. Always happy to talk more about content marketing, I took to the blog!
Joe Pulizzi, founder of the Content Marketing Institute (and personal industry-fave) wrote in his book Epic Content Marketing: “Your sweet spot is the intersection between your customers’ pain points and where you have the most authority with your stories. This takes us back to one of the original questions: where can you be the leading expert in the world?”
We’ve put together a few questions to help get you started…
- What are you better at than anyone else in the industry?
- Which product features have the most customer appeal?
- What problems do your products solve?
- How do you make your customers’ lives easier?
- What makes you unique?
If you’re anything like me, you could talk for days about why your brand is so great! You know exactly what sets your products apart, and why customers should pick you over your competition every time. The hard part is to distill that down to just a few sentences, just one if you’re really, really good!
Once you’ve got it down, shout it from the rooftops! Share it with your team, and let it be the foundation of your marketing efforts from here on out.
Struggling with the process? Not sure you’ve got it down right? Let me know! Leave a comment below, or email me!