Imagine you and I started a podcast agency. We buy a fancy domain, set up a sleek website, and brainstorm our content marketing strategy. Our target market? Tech Start-up CEOs who want to build their personal brand online.
Now, what kind of content should we publish to attract them?
“5 Best Mics to Use for Your Podcast”
“Top Podcast Editing Software to Streamline Your Workflow”
“How to Add Background Music to Your Podcast Episode”
After all, our expertise revolves around podcasts, right? So this makes sense, right?
Right?
Big mistake.
Most brands make the critical error of showing up at the last mile of the buyer’s journey. Their entire strategy is to magically show up when the client has decided to purchase and is considering different options.
It’s too late now.
- Your content looks like everybody else’s
Every other podcast agency publishes blogs and videos on mics and recording software. There’s nothing fresh about the conversation. Commodity content is ignored by everyone.
- You have to be there at the exact right time
To win with content like “5 best mics to use,” you’d need to be at the right place at the right time to make a sale happen. That means beating everyone else at SEO, paid ads, and all the other discovery platforms. Can you see how hard it is?
Is there a better approach?
The Bottom of the Funnel (BOFU) content is important, of course. But that’s not what you lead with. BOFU content is there to close the sale… not start the conversation. To start a conversation, you need to let them enter your world.
And that happens through a Point of View. A Point of View addresses the problem before the problem.
What is the problem before the problem?
For example, long before a CEO starts thinking about launching a podcast, they’re likely wrestling with a bigger issue: their personal brand. This is where you show up with your unique POV and address their earlier challenge.
So, instead of talking about “5 mics for podcasting” or “best thumbnails for YouTube videos,” I could say, “Hey, the reason you’re struggling with this problem is because your POV isn’t clear. Once we sort that out, everything else will become easier.”
2 years later, when the CEO decides to start a podcast, who will he think of?
Me.