As a kid, I played soccer. I wasn’t the biggest or the fastest, but I really enjoyed the game. On most teams, I was a utility player. If the center midfielder got injured, I took over in midfield. If we needed another defender, I played left back.
I was able to do this because I had good fundamentals and understood the game. This versatility kept me in the game, but never allowed me to be a star. I did not take the time necessary to make myself an expert striker, midfielder, or defender.
I see a similar story when I look at company blogs. As a good inbound marketer, you’re working hard to produce as much content as possible on everything in your industry.
This is a good thing. It keeps you in the game.
Creating this basic content is the first step toward inbound marketing success. However, it can limit you when you try to establish yourself as a thought leader. You may find yourself writing so much that the quality decreases. You start to lose sight of what your customers and readers really care about. Instead of focusing on your real competitors, you end up competing in both organic search and thought leadership against Fortune 500 companies in your field. You become a utility player – a generalist.
The best blogs, the ones that are living up to their full potential, know the basics of their industry. They establish they know them through their writing, but then they make a transition. They start focusing on their niche of expertise. This focus allows:
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You to get better quick at learning the nuances of this niche and providing truly helpful information.
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People in your industry to identify what you are great at and start treating you as a specialist.
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Google to identify easier how you can help (which allows you to pick up those valuable longtail keywords)
If I were to do my soccer career over again I would definitely spend the same time I did to learn the fundamentals and understand the game. However, the minute that was completed I would focus – become a niche expert – a goalie perhaps (that no one could score on, of course). Focus will lead to better success in the long term for both soccer and your inbound marketing blog.
Photo Credit: Cristian V. via Compfight cc