Whether you launched your new business or you’ve been around to see the evolution of marketing go from squares in a book and newspaper ads to the never ending online space, this applies to everyone who’s priority is to dominate their industry and fill up shelf space on the web. It seems like everyone is lining up for the newest bit of technology, the next big thing that is going to dramatically increase their business online yet what’s important hasn’t changed from 10 years ago til’ this very day.

Marketers have said it before and we’ll say it again…Content Is King!
You see, this comes down to the whole rent vs. owning. Which would you rather do? Are you renting space online for a short period of time, filling the pockets of agencies to manage and run campaigns for the interim? Or, are you investing and buying the “beach front real estate” on Google Lane and Search Engine Rd? Just like in real life, there are more benefits in owning space across various sites.

In my article Small Brand, Big BrandI spoke about the key to success online is owning shelf space. The more shelf space you own, the more visible you become, the more visible you are, the more recognizable you become and like Pinky and the Brain, you begin to take over the world!

Stand Out From The Crowd

When I would meet with my clients, I would talk to them about the importance of standing out from the crowd. It’s more than creating content just to create content. You need to find your lot, know your audience and where your audience congregates and know what your competition is and isn’t doing in the market.

Find Your Lot

Before you begin to create content, know your identity. What’s your lot…your purpose, your brand. What’s the message you want to deliver? What do you want to be known for? I remember back in the mid 90’s and the early 2000’s, service-based businesses like plumbers, electricians and air conditioning contractors would try to say they were the most affordable, the cheapest and the best until they all started to do the same. The next thing you knew, the headings would be filled with low quality content and nothing but the same message from ten different plumbing companies. Know who exactly you are in your industry and the buzz you want to create in the space.

Know Your Audience

Once you have found your lot, the next step is knowing who your audience is. Is your audience men, women or both? Are they homeowners, do they have kids? Are they people of influence? Who is you ideal clients and what is the value of each client. What are their likes and dislikes, are they outdoors people? Do they travel? What are their favorite foods? What things do they have in common with one another? What pages and groups do they like on Facebook? There are many things to consider when profiling your audience but once you’ve uncovered who your audience looks like, creating content is going to be that much easier and the impact it will have will be priceless.

What’s Your Competition Up To?

One of the most effective strategies you can implement that is almost always overlooked is knowing what your competition is doing and what they’re not doing. The saying, keep your friends close but your enemies closer is so true. In order to continue to bring the freshest, newest content to your audience, find out the patterns and moves of your competitors and that will direct you in which way to stand out from the crowd. Put together a series of high quality content related blogs or videos and when they least expect it, fire them off one after another. The easiest way to see what your competition is up to is Facebook, Instagram, Youtube, Snapchat and their website.

Content Creation Start-Up

Here are a handful of ideas where to create some content and place it. Keep in mind, content creation is not a one-time event, it is an ongoing practice that requires consistency, creativity and a community. As long as you have those three…you will begin owning shelf space across the web.

All of these are Free…but do require sweat equity.

• Blogging Platform-Wordpress but I recommend Blogger
• EzineArticles– a great blogging submission site to drive traffic back to site. click here
• Youtube Channel– create different videos on various topics, client testimonials, DIY tips
• Facebook Page-create a page and fill it with loads of content
• Twitter and Instagram social profiles