I’ve talked a lot in past posts about understanding and using your competitive advantage to develop content that helps grow your business.
But, the question that both of my readers are probably asking themselves is: how do you identify what your competitive advantage is? What process can you go through to figure that out?
One of the ways is by answering another related question, which is: what business are you in? To many, it may sound simplistic – “we’re in the accounting business” or “we’re in the restaurant business”. But those answers, more often than not, are not the best ones and they don’t help identify your competitive advantage.
To get a sense of what a strong answer could be, think about Grocery Gateway. They deliver groceries to your home and if the average person was asked what business they’re in, that’s probably the answer they’d give – grocery home delivery.
But if you caught the billboard ads they’ve used in the past, you’d get a glimpse into what business Grocery Gateway thinks they’re in. One ad carries the tagline, “we deliver more ‘do not disturb’ time” with an image suggesting a woman relaxing in a bath (very non-sexual). The business they’re in, then, is the time-saving business, not the grocery delivery business, and this has big implications for the direction their content marketing efforts could take.
As a grocery delivery business, the range of themes and topics they could develop is relatively limited to – you guessed it – groceries and food, speaking to an audience passionate about those topics. Now there’s a lot of topics that could be addressed in that area but far fewer that would help differentiate Grocery Gateway in the minds of consumers from other grocery delivery services that exist.
However, as a business focused on saving consumers time (or enabling them to spend more time on the things they love to do vs. the things they need to do), this opens up a whole range of content topics related to time-saving tricks and hacks for a busy life, or on topics related to living a more passionate life. Either of these ideas has a much broader audience because, arguably, more people are interested in productivity, lifehacking, or “do what you love” content, for example, then food-related content; Grocery Gateway could become a daily read for a market not enamoured with groceries or cooking but with living a more enjoyable life, yet who still need grocery delivery, vastly expanding their reach. Or, at the least, it’s a topics that clearly differentiates them from the competition.
So to develop content that will focus your business on your competitive advantage, take a dip in Grocery Gateway’s tub and ask the simple question of, “what business are you in?”