The Content-Led Business (4-Step Formula)

The creator economy is in full swing.

Everyone is a creator, from solopreneurs who have their own product to enterprise marketers who are creators-in-residence.

There’s a simple four-step formula to win in this new era, regardless of who you serve or what you sell.

Here’s how it works:

Step 1: Define an underserved audience that you can help in a way no one else can. This should be a group you’ve been a part of in the past (or maybe still are).

Step 2: Identify the (real) threat knocking at your audience’s doorstep. Knowing the “problem” isn’t enough. It must be more urgent, more serious than that. Keep searching until you uncover the imminent threat. Finding and selling an opportunity also works, but not as well. Loss aversion is stronger than the prospect of gain.

Step 3: Articulate that threat in a novel way. Share your experience in learning about or surviving the threat. Tell your audience why it exists, why it matters, and why change is needed to heal from, avoid, or otherwise remain safe from it.

Step 4: Provide a productized solution in response to the threat. Create a branded product for which you can be the lone provider.

Notably, we must be willing to uncover and articulate the threat that is at our audience’s doorstep.

Marketers have long talked about problems. Find and solve problems.

It’s not enough in this uber-competitive landscape. You need to know the real threat.

Then you tell your audience about ti using content.

You share your experience.

You set the stage for a novel solution then you present that solution in a way no one else can.

This is how you win in the creator economy.

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