Finding Your Tilt – The Quest for Content Relevancy

Finding Your Tilt - The Quest for Content RelevancyLet’s face it – making an impact on your consumer base (finding your tilt) is tough. Even tougher, perhaps, than it was just a few years ago.

There are numerous, eclectic reasons that can explain why – information overload, changes in technology, surges in competition, etc.

But what’s the magic feather? That simple, succinct solution that allows you to genuinely reach your target audience. What’s the big secret behind making impactful content?

At the end of the day, it’s actually pretty easy: Find your tilt.

Though the solution may be different for everyone, the answer is that straightforward. Reaching people online and making an impact on them all hinges on how well you play into your organization’s particular content tilt.

For those unfamiliar with the concept, the content tilt is defined in great detail by Joe Pulizzi in his 2015 bestseller, Content Inc.

He describes it as “an area of little to no competition on the internet” that gives an organization a fighting chance to reach people and achieve relevancy. Your tilt isn’t just what makes your organization great, but rather what makes it different.

There are likely already ten plus blogs about exactly what your organization sells/markets, but your particular content tilt is how you make waves. No one is impressed by a rehashing of what they’ve already heard. Without finding that specific niche that only your organization can fill, your content is basically white noise.

Finding Your Tilt - The Quest for Content RelevancyBut how can you go about finding your content tilt?

Though the question of ‘How are we different?’ is simple, defining what actually makes your organization unique isn’t always an elementary effort.

If you’re stuck trying to figure out what distinctive element(s) will set your content apart, there are two questions that can help set you on the right track:

1) Who is listening or could be listening?

2) What is your one big thing?

Finding the answers to these questions not only helps optimize content, but can perpetually pinpoint your organizational niche.

In a shameless display of self-promotion, take ROI Revolution and the way we structure our content.

The people listening to us, or the people who genuinely want information about our field of service, are ecommerce retailers looking to expand their brand. Our big thing, or what specific focus/function we particularly excel at, is understanding the unique ‘soul’ of an organization and figuring out how to optimize its message.

It’s at the intersection of these two answers that we are able to find the distinct tilt by which to focus our content.

Ecommerce retailers looking to expand + Our passion for organizational understanding = Content structured around helping retailers market their unique brand in a way that’s specific to them.

Now, the process may not be as simple for every organization, but the same principle applies.

Find the people who may have an interest, find the distinct thing you do best, and create content focused on showing just how well you do your thing in a way those people find relevant.

In the words of ROI’s CEO & Founder, Timothy Seward, “The victors are those whose strengths most resonate with their market.” So know the market that most genuinely resonates with your strengths and start making content that demands attention.

So trust and lean into your content tilt. You may just like where you land.

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