content tilt

Every brand has at least one unique “thing” that sets them apart. The “it” factor. If you’re involved in building your own brand or a business, you absolutely need to make sure you’ve identified that “one thing” that individualizes your message and your content. That factor that differentiates you from your competitors. The one essential element everybody else is missing. Without it, you’ll risk blending into the masses. You’ll turn into another blip in the content sea. Seen and heard today, forgotten tomorrow. A scary, but true, reality. So, my question for you today is: What is your content differentiation factor in your industry? First, let’s define. What do I mean by “content differentiation factor?” This is a concept I teach in my Content Strategy & Marketing course and have written about in my book. Your content differentiation factor (or CDF) is that one, unique thing – the it-factor – that separates you from the billions of other content pages on the web. It’s the angle you present that provides a slightly different, new spin on topics your readers have seen before. Joe Pulizzi of CMI calls this your pivot in the industry – more specifically, your content tilt. Joe talks about this concept in his book, Content Inc., which I highly recommend reading. He says: When you have a solid differentiator, you stand out in a great way. Your voice rises to the top and gets heard. People want to hear what you have to say because it’s unique, useful, and valuable. It’s how you not only reach your audience but reach them powerfully. For today’s topic, let’s start by looking at a few perfect examples of brands that have it and use it to their advantage, and then get into how to find YOUR content differentiation factor. Two Examples of Brands Killing It With a Solid Content Differentiation Factor (CDF) Here are two amazing brands that are doing a killer job at using a CDF that aligns them with their audience. 1. Society6 First up, a brand with a solid CDF that perfectly caters to their audience – Society6. This is essentially a printing service where you can get custom-designed items such as wall art, mugs, notebooks, t-shirts, phone cases, and even bedding, shower curtains, and furniture. The differentiator which sets Society6 apart from similar printing services is the artist community that serves as their foundation. Instead of offering pre-designed patterns and templates, Society6 sources designs from independent artists all over the world who receive a cut of the profits. Their content ties into their CDF perfectly. They regularly feature original pieces from artists selling designs on Society6.             View this post on Instagram                     “Message from the Sea” by Christian Schloe / Link in bio @Society6 A post shared by Society6 (@society6) on Oct 25, 2018 at 5:58pm PDT They also have a blog with more artist features, tips for creatives selling their designs on the platform, and home décor tips using their custom-printed goods. Finally, Society6’s huge following and high content engagement speak to how well tapping into their content differentiation factor has played out. On Instagram alone, they have over half a million followers, and each post averages thousands of likes and comments. Society6’s unique artists are their greatest asset, and they use this CDF to reach out to both consumers who want to support small businesses as well as creators looking to support themselves with their art. [bctt tweet=”How are you differentiating yourself from others in your niche? What makes you stand out? @JuliaEMcCoy’s guide talks about content differentiation factor, plus examples, and how to do it. #contentmarketing #cdf ” username=”ExpWriters”] 2. Taste of Home Another brand nailing their content differentiation factor: Taste of Home. Originally a magazine dedicated to showcasing favorite recipes from home cooks, Taste of Home now has an online presence chock-full of content catered to their readers. For example, their website serves as an extension of their printed compilations of reader-submitted recipes. However, what sets the brand apart is the fact that only the best of the best get featured because each is tested by the Taste of Home kitchen beforehand. Every recipe comes with tips, anecdotes, or secrets from the cook who submitted it. Taste of Home leans into their CDF online and carries over the main mission from their print magazine: “foster[ing] a strong and loyal sense of community among like-minded home cooks of all ages.” Along with user-submitted recipes and food-related blog posts, Taste of Home also populates their social media feeds with eye-catching video content. Manicotti, simplified. > Get the recipe for Easy-to-Stuff Manicotti: https://t.co/chpdYg1myp pic.twitter.com/MOZv3UMiYc — Taste of Home (@tasteofhome) October 31, 2018 Finally, their engaged community speaks to how well Taste of Home has used their CDF to their advantage. They essentially tap into the heart and warmth of home cooking. How to Find Your Content Differentiation Factor (and Why It’s Different from Your Unique Selling Proposition) It’s easy to mistake your content differentiation factor for your unique selling proposition, and vice-versa. [bctt tweet=”Your unique selling proposition is NOT the same as your content differentiation factor. What makes you stand out in your industry? ” username=”ExpWriters”] But, remember: They’re not one and the same. Your unique selling proposition (USP) is the factor that makes your products or services better or more valuable than your competitors. Your content differentiation factor is the unique angle you present as a brand/business. It’s how you approach industry topics and write about them from your individual perspective. In short, your CDF is more akin to your motto, your mission, or your mantra. It’s how you approach connecting to your audience. To do it, you need to present them with an angle they haven’t seen before: your angle. Here’s how to find it: 1. Don’t Over-Focus on Your Products/Services This great blog from Jay Baer represents the pitfalls of what can happen when brands only focus on their … Read more