It takes hard work and dedication. But there are other tricks of the trade too.
Recently, the American Marketing Association and Andy Crestodina, strategic director of Orbit Media, posted an important article to help independent bloggers compete with the big companies.
Online competition is intense. Close to 2 million blog posts are published every day. That’s a lot of content. A bit discouraging, isn’t it?
But take a moment to think about the nature of competition. Online competition is based on topics. In Google, in social media, and in the minds of your audience, competition for attention is always specific to a topic.
Popular topics are crowded with competitors: famous blogs, big companies and sites that have invested in content for years. If the topic is small, small websites can win attention, but it may not be enough to generate leads and sales. It’s hard to thrive in a tiny, micro-niche.So How Do You Beat the Competition For Bigger Topics?First, you have to understand this: those bigger competitors win because they have more content and better content. This is how they become relevant for that topic in search engines, in social media and with their email subscribers.So to compete, you need to focus on a topic and build up a set of content around it. You need to be more organized and focused. To beat the big boys, you need content hubs.When content is focused on a topic, it piles up, reaching higher above the competition and gaining visibility. If a content hub were drawn in 3D, it would look like a mountain, with a central peak surrounded by a wide base of sub-topics.Most marketers aren’t very focused. They publish a bit here and a bit there. These are just small hills that never rise high enough to be visible.