Take our Disruptor Quiz. For every YES score 1 point.
Do you have budget set aside to "lose" testing new Ideas?
Are you a testing culture? (see our Testing Quiz)
Is there more than one leader in your company or group?
Do you know your Unique Value Proposition (UVP)?
Have you created a competitive SWOT?
Do you have Key Performance Indicators?
Do you create marketing in response to competitors or other market conditions?
Score: 5 - 7 = disruptor, 3 - 5 wannabe disruptor, 0 - 3 will be disrupted.
Disruptive Internet MarketingWe are there. We've reached that magical place on the content marketing adoption curve. Time to take a picture, gaze out across the distant mountains, think about the journey, catch our breath and get down the mountain. Time to climb new mountains in novel ways.
In 2003 Google sent clear signals to ecommerce merchants. We were to educate, inspire and create content at least as much as we sold things or be banished. One of my secrets to making $30M online?
Internet Marketing Secret #1: Do what Google tells you to do, but there was a problem.
By 2003 when Google's content marketing or else signals were clear to some those same signals looked like so much static and noise to others. My friends and I climbed on a soapbox, something we do with little provocation :), and loudly proclaimed our content marketing future.
Wish I could tell you there was a loud cheer and everyone embraced content marketing as our new direction.
Didn't happen that way. From the perch of my soapbox I looked around. There were others preaching content marketing. Seth Godin wrote Permission Marketing in 1999. I created FoundObjects.com (now RIP) in 1999 and the content marketing revolution was on.
13 years later no soap box is needed. When Joe Pulizzi's Content Marketing world and even the Raleigh Internet marketing Summit has several thousand attendees from all over the world we are there. Here is another secret to making $30M online:
Internet Marketing Secret #2: NEVER do what everyone else is doing.
Don't get confused. I am NOT saying, after 13 years of preaching, content marketing doesn't matter. Content marketing is THE GAME. I am borrowing a page from Dov Seidman's great book How: Why How You Do Anything Means Everything.
We've entered one of those rare rule exceptions. When the crowd catches up there is a period of adjustment. During this period you must do what everyone else is doing, but disrupting the HOW becomes key and forms another secret:
Internet Marketing Secret #3: Modify HOW you do what everyone else is doing to create disruption.
Creating Disruptive Content MarketingSome people reading this post are frustrated. They no sooner arrive at the need for content marketing than I tell them NOT to sit down but to run in a new direction. Welcome to Internet marketing.
Here are ways to change your content marketing's HOW to disrupt your space:
- Develop Contests and Games - Generate User Generated Content and social shares.
- Create multidimensional "Lego Content".
- Think in terms of platforms not websites.
- Be like Quirky and make your process your first product.
- Curate your way to authority.
- Embrace MOBILE.
- Create and publish in near real time.
If you are late to Internet marketing, live in a highly competitive space such as startups or Business Intelligence (just to name the first two that popped into my mind) then MAJOR DISRUPTION is needed.
Creating Major Disruption
- You want as much fog around what you are doing as possible.
- More is great, but don't endanger execution time lines or quality.
- New Key Performance Indicators are needed.
- Expect to lose most of your investment.
Don't play with the rent money, but if you are way behind play with everything you can spare. Figure if you can't disrupt you are dead. Sun Tzu said nothing focuses the mind like no exit. Circle the wagons and create NO EXIT and then disrupt the living you know what out of as much as you can.
BLOW IT UP and start again because if you are behind, and we are all behind someone, you must disrupt.
What about you? Have you successfully or unsuccessfully disrupted your market? Still have a job? I've come close to losing mine several times (lol). Share your disruptive stories and we will curate them.
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