With millions of blogs, videos and social media created every day, businesses are facing a tough task to get found by their prospects.
On top of it, the overdose of information is creating reader fatigue, which means creating content with staying power is tougher than it ever was.
One (proven) way to address this pressing issue is to find, and nurture your content tilt…
But what exactly is content tilt and why as a business, should you care?
We take a look!
What is content tilt?
Content tilt is a marketing term coined by Joe Pulizzi (founder of the Content Marketing Institute).
It refers to the unique perspective that makes your content unique from what’s already out there.
It’s about finding a gap in the market that no one else is addressing and using it as the foundation for your content strategy.
In other words, it is all about creating your own unique identity by focusing on original content your target audience needed, but did not get anywhere!
It is about breaking away from creating “just another piece of content.” And doing something new that’s highly valuable!
For businesses, especially those considering content services, identifying and leveraging a unique content tilt is crucial for success in today’s highly competitive digital environment.
Why is content tilt important?
- Differentiation from competition
With so much content already available online, businesses need to find a way to distinguish their voice from their competitors. A well-defined content tilt means you’re not just adding more noise to the mix. Instead, you’re offering something truly original that your target audience can’t find anywhere else on the Web. - Impressive SEO performance:
Using content tilt, you can target profitable and less competitive keywords, which means search engines like Google may rank such content highly in SERP. - Engaged audience:
When businesses produce content that stands out, they attract a more engaged audience. Readers are more likely to share your content and become long-term followers if they feel your insights are fresh and relevant.
How to find your content tilt?
Creativity and a deep understanding of the industry are crucial prerequisites when it comes to finding your content tilt. Here’s an approach to pinpoint your tilt:
- Analyze your competitors:
Start with competition. Check what your competitors are publishing. What topics are they focusing on? Are there any gaps in the content they’re offering? Look for areas not explored yet. - Identify your core expertise:
Consider what your business does differently. Do you have a particular expertise or experience that others in your industry lack? Maybe your business has a unique way of solving customer problems or a distinct process that you could potentially highlight in your content. - Conduct keyword research:
Tools like Google Keyword Planner, Ahrefs, Ubber Suggest (underrated but very useful for us so far) or SEMrush can help you find profitable keywords. Look for low hanging fruits keywords – terms that align with your unique perspective, while at the same time are easy to rank (preferably long tail, low competitive, high volume keywords). - Test Your Ideas:
Do not fully depend on a content tilt as soon as you get a calling. It is better to wait than to waste time and repent later. First of all, test different angles with smaller pieces of content. Check results (engagement rates, social shares, search rankings etc.,) to understand if it is working. keep experimenting with varied ideas until you get the promising one.
Examples of noticeable content tilts (2 inspiring cases)
Here are a few examples of content tilt that inspire and evoke attention:
- Red Bull’s focus on extreme sports: From cliff diving to skiing, flying, skateboarding…think of adventure, and extreme sports and one name that will knock the mind is Red Bull. Rather than producing generic, boring content focusing on beverages and associated lifestyle, they have developed a unique content tilt based on extreme sports and adventure. This tilt made them uniquely popular and created a loyal base of dedicated fans.
- Moz and SEO education: Moz’s content tilt revolves around high-quality SEO education. They stand out by offering in-depth, research-backed SEO content that informs, inspires, educates marketers of all maturity levels. This approach helped them become a trusted and known brand in the search industry.
Implementing content tilt into your business
After finding your content tilt, the next step is to incorporate it into your overall content strategy.
This involves creating a consistent flow of content that focus on your tilt, from blog posts to social media updates to videos. Remember, your content tilt should guide every piece of content you produce.
Now, while creating engaging content is crucial, you’ll also want to make sure it’s discoverable (get found by your prospects)
Here how to go about it:
- Optimize content headlines with focus keywords:
Craft compelling, keyword-rich headlines that grab attention, inspires your audience to learn more about you! - Use keywords as if they are not intentionally placed:
Avoid keyword stuffing, and instead, integrate your chosen keywords naturally throughout the content. - Do proper internal and external link building
Link internally and externally by following a proper SEO strategy. Take help of experts if needed. - Update Older Content:
If you already have existing content, consider revisiting it to incorporate your new content tilt.
Final note: Make your content investment rewarding by finding and leveraging a strong tilt
Content tilt can elevate your business’s content strategy from ordinary to extraordinary.
By identifying a unique angle and consistently creating content around it, you’ll not only differentiate yourself from the competition, but also build a loyal audience and improve your SEO performance.
If you’re a business considering content writing and marketing services, remember that standing out starts with discovering your content tilt. In other words, since the market is highly competitive, finding your tilt surely makes sense!
Ready to explore how your business can benefit from a content tilt? Let’s talk about creating a content strategy that not only resonates with your audience but also ranks well on search engines. Contact us today to get started!