By now you’ve spent time researching your content, figuring out your audience and working on your objectives... your next job is to work how your content is going to stand out from the crowd. Now let’s caveat by saying a lot of this we’ve already spoken about, Here’s how:
1. Talking about your passions
People can always tell whether you care about what you’re talking about, so before you plough into your research, REMEMBER...don’t just talk about what you ‘should’; have a long and hard look in the mirror and think what it is you WANT to talk about. For us, we love making or watching films that make people think differently about subject matters or people you’re otherwise oblivious to, or have little knowledge of, so that was where we started.
2. Dissecting your competitor research
We shouldn’t dwell on this too much as we’ve spoken about it so many times before! But use Google Adwords, Trends, Quora, Reddit and social to see what topics people are already engaging with.
3. Figure out what people like about you
We’ve said this a fair few times, but it is good to speak to former clients and potential clients for a some feedback on your practice. Don’t be afraid to ask them why they chose you, because sometimes there are services that you offer that may seem second nature, but is relatively unheard of in your field. For us we found that many customers liked that we weren’t just creative, we understood how to build audiences and how to create specialist content for specific online social platforms. This was really reassuring for us so we suggest you do the same thing!
4. See what skills your team has
Instead of grasping at straws for your USP see what niche areas or skills your staff may use everyday or have done in the past. We recently had our creative director Josh Hine direct a vertical video for Facebook and Instagram. Who wants vertical videos you say? Yeah we felt the same, but with Snapchat pioneering the household use of vertical video and having nearly half a billion users now, we’re guessing the growing trend for this medium over the next few years is going to go one way!
5. Don’t think...do
This is really important: the most important way to figure out your USP is to not do too much analysis but actually start making your content! Experiment, test, learn and at the end of the day, don’t be disheartened if your USP starts in one area and pivots to something different over time. Just keep in the back of the mind that there is no perfect formula…