Content Shock, Saturation and Niche Research

Content Saturation

Unless you have a existing niche service or product, you’re heading face-first into a highly competitive environment in this content arms race….and the status quo will not work. How do you differentiate yourself and your business? How do you finish the sentence, “Only we….”? For example, I regularly hear any number of small business owners tout their customer service, but, frankly, everyone does that. Unless you deliver your customers’ products to their homes via a Rolls Royce driven by a billionaire, hand carried by an A-list Hollywood star in a diamond-crusted case and installed by a sparkling robot, with an instant, full money, no questions asked returns policy after a lifetime of use, excellent customer service is what everyone expects. It’s not a differentiator, it’s a given.
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Content Shock and Cutting Through The Noise

As if things aren’t hard enough for entrepreneurs and small business folks, the challenges of digital presence and discoverability just keep mutating. I just started reading Mark Schaefer’s new book, “The Content Code” in which he describes this evolution of digital marketing so far.

He outlines three phases that, to date, bring us here. The first was a focus on Presence. You may remember this…in the mid-1990s when AOL, Prodigy and others staked their claims on what was then the Internet? As a business, if you could just get out there and establish a web site, you won. You were So Far Ahead of the curve…
Then, however, you needed to be found. The early search engines like Alta Vista, Yahoo and eventually Google enabled this. So by the later 1990s the emphasis turned to Search Engine Optimization (SEO). Discovery was the focus for the second digital revolution. Get found and you won.

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