You Do You
You are unique. You are special. You are different. Like Bowie, right?
I know it, you know it, and your audience knows it. And it’s always good to be yourself and stand out from the crowd. But not everything has to be different for different’s sake. After all, even David Bowie wore socks.
Yes, you have the sparkly bangles and the glitter eyeshadow – that’s your unique personality coming through in your videos, animations, articles, gifs, and images. That’s the magic that only you can produce, be it incredible case studies or eye-popping visuals.
But when thinking about all of your content across social platforms I recommend you think about David Bowie’s socks.
Sock It To ‘Em
The foundation of good content strategy is what I call sock work. It’s the basics that acts as a solid platform to build on with riskier, more exciting projects. So what are the functional things you can use to support your flare and make those platform boots a little more comfortable?
This is where competitor analysis can be an incredibly useful activity. It’s not cheating to look over the fence at what your peers are doing and seek inspiration. Not from their flashy side, but from the practical angle of what formats do they use, how often do they post, how long are their videos, how do they engage with their audience?
How Do I Do That Then?
There are various tools and services out there that can help with competitor analysis, but on a basic level all you need to do is do some good looking and listening.
First, identify a set of peers, competitors, or aspirational outlets that are relevant to the types of content you wish to publish. A guided workshop does wonders to find out who you look up to and what you like about those organisations.
Second, decide on some metrics to measure what they are doing by. What are you most interesting to learn. A good start is number of posts, number of views, and engagement figures.
Third, conduct weekly research to monitor those competitors, logging their output and statistics, alongside your own. After a period of time, this work will becomes part of your routine and give you a solid view of your sector to judge your content performance against.
And fourth, use those statistics, insights, and observations in further workshops to decide how you might change or augment your content output. This might be going along with successful formats, or aiming to stand out in a crowded market place.
Does It Work?
I have used this method with great success in the past. It doesn’t dull your creativity, but rather gives you confidence in your decision making and opens your eyes to what works and what doesn’t.
In my time at the BBC we held weekly meetings that looked in depth at content statistics, not only for our own content, but at competitors and peers. The approach gives you a keen sense of where opportunities lie, and help you see clearly in the chaotic world of online content.
Can you help me do it?
Of course! I can help you at every step of this process, taking care of internal workshops, competitor mapping, monitoring, reviews, and then help you design content to improve your output. I can also help set you up to do these things yourself if you are so resourced.
Just drop me a line at email@example.com for a chat about your needs.
Now, put your socks on and decide how you’re going to be unique today.