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The Ultimate Guide to the Ven Diagram Content Marketing Strategy ⚔️
Leverage intersecting interests to create better content
Content marketing is extremely powerful, but there’s a lot more that should go into it than just trying to make posts rank for big keywords, or writing articles that simply “go viral” on HackerNews.
Personally, I love thinking about creating content in the context of Ven Diagrams. Here’s what it looks like for Channels of Growth.
There are actually a lot more bubbles that are overlapping my core niche of “growth” (I also write about advertising, leading teams, AI, PLG, & more) but this gives a solid visual representation of how I’m thinking about creating content.
Yes - I want viral (read: engaging) posts that will rank for large keywords, but writing about “marketing strategy” is honestly kind of boring.
What’s a lot more interesting is giving career advice, for growth professionals, who are working at tech startups.
Creating a content strategy that revolves around the intersection of major categories can help you not just 10x the engagement of your posts, but it allows you to serve under appreciated niches that can be insanely impactful for your business.
Create more interesting content by combining passions/interests
Humans have this incredible ability to fall deeply in love with things, it’s honestly kind of beautiful.
If you want a really great example of this go to a Brazilian Jiu-Jitsu gym, there will be some purple belt in the corner that will talk your ear off about the right way to break someone’s leg with a heel hook for 3 hours.
You’ll find this same phenomenon in a CrossFit gym, you’ll find it in software engineers building a Conflict Free Replicated Data-type, you’ll find it in doctors who practice functional medicine who can’t help but rave over a GI-Map test.
Break down the categories of that last example with me for a second.
A doctor who practices functional medicine who can’t help but rave over a GI-Map test.
For that specific human, an article about medicine is probably going to be maybe 3/5 stars interesting.
An article about functional medicine is going to be 4/5 stars interesting.
A functional medicine article about the GI-Map is going to be 5/5 stars interesting.
The more specific a person’s interests are, the more passionate they usually become. It’s harder to find a community of people that share your very specific niche interest, often you view it as this thing of “how does everyone else not know about this?”
Creating content that intersects between major topics allows you to build things that are much more relevant to a specific human, and thus does a much better job of hitting on their passions and interest.
Serving under appreciated niches
The larger the topic is, the harder it becomes to create “the best” content for that topic. It can play out something like this.
“Medicine” is hard to make “the best” content for.
“Functional Medicine” is easier to make “the best” content for.
“Supplements for Functional Medicine” is even easier to make “the best” content for.
Start writing an article about prescribing vitamin D supplements to create optimal functional medicine ranges in your patients, and you’re competing with a VERY small pool of content.
The keywords however in that article, are huge.
Chances are you’re not going to rank #1 for any of these major keywords, but the long-tail effects of writing content that center around major categories can be massive.
Just like there are so many unique crazy startups out there building unicorns in niches you’ve never heard of, there are content niches that likely touch the core of what you are building for that are massively underserved.
For example, maybe you’re my friend Cody who is building an AI-powered podcasting platform called SwellAI.com that lets you automate show notes, articles, and social posts.
You could create content around:
Building a podcast for venture capitalists
Building a podcast for medical doctors
Building a podcast for financial advisors
Building a podcast for travel bloggers
Knowing him, chances are he’s listed out 1,000 categories and started creating The Ultimate Guide to Building A Podcast for XYZ for every single one.
Part of my job means going to a lot of medical conferences, and at almost every single one there’s some vendor who paid $10,000 for a booth out there talking to doctors about how to launch their own podcast.
There is so much room for creating amazing content in these under appreciated niches it’s not even funny.
Startup founders love to pitch themselves as “We’re Uber but for XYZ” … maybe now it’s more accurate to say “We’re GitHub copilot for XYZ,” but there’s a reason X for Y works, and it applies to your content strategy as well.
Build at the intersection of massive concepts to find niche passions & interests while also taking advantage of large interest groups. 📈
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