Page 31 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

resistance. Competing through content alone will be difficult. Applying
Content Code strategies might be the primary means of rising above this
level of saturation.
A result producing more than 1 million pages of content represents a
thoroughly saturated niche. Unless the content becomes a product in its own
right through significant investment, Content Shock exists in this niche and
is likely to bury even exceptional content creation efforts. In this situation,
the Content Code strategies would be the only possibility of strategic
leverage.

Examining the relative saturation in your niche is crucial to understanding
how the Content Code formula will or will not work for your market. It’s
extremely difficult to unseat somebody in the search engine ranking if they have
dominated a niche, even if you’re doing great work. But it’s not hopeless.

Of course the strategies in this book are going to work well in an
environment where the content competition is still relatively low. If you’re
fortunate enough to already own an unsaturated content niche, chances are you’ll
dominate the search engine rankings too, and the Content Code will widen the
gap between you and the laggards.

However, if you’re behind in your market and you’re feeling like it’s “game
over,” the Content Code can provide you with an ignition strategy and an
entirely new opportunity to maneuver.

Winning in the face of information overload

Let’s take a look at how a content ignition strategy can work in even the most
desperate marketing situations.

I was asked to provide a marketing strategy for a client in an extraordinarily
difficult situation. The well-known global brand was entering a new market with
high content saturation dominated by three established competitors. In terms of
content marketing, one leading competitor had dominated every platform, every
subject, and every content style to the point where trying to compete seemed
hopeless.

The client called me in to do content marketing triage, and after a few months
of intense research and deliberation, I presented three tactics to provide this
company some room to maneuver.

1. Focus on sub-categories.