The Craftsman

Beat your competitors at their own game.
Craftsman content marketing method

This method is all about finding content that’s already in high demand, and then creating the unbeatable, best-of-all-time version of that content.

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The Craftsman methodology is a highly, highly competitive methodology that pulls in long-term, evergreen traffic from search engines, social media, and influencers alike.

A variety of tactics and techniques belong to the Craftsman family—HubSpot’s “deep tactical” posts and Brian Dean’s Skyscraper Technique are among the most well-known.

Brands that use this methodology include:

Hubspot logo
Buffer logo
Disciplr logo
Slidebean logo

How the Craftsman works

Search engines like useful content

Search engines have one job: give people what they’re looking for.

It’s in search engines’ best interests to serve up the best content they can. Otherwise, people would start to think, “I can’t search on Yahoo—they’re always turning up garbage from 3 years ago.”

So search engines keep updating their algorithms. They’re constantly refining their techniques to find and elevate the most helpful search results. Nowadays, we can generally count on search engines to raise useful, answer-oriented content to the top of the results page.

That’s why the Craftsman method works so well when it comes to SEO: it involves analyzing the best content in the search engines, and then making something even better.

Content marketing social networks

Social networks like engaging content

Social networks have lots of jobs—but they all rely on their ability to keep people coming back.

It’s in their best interest to make sure people see the kind of content that gets engagement—likes, shares, comments, and all that jazz. Otherwise, people wouldn’t spend much time on their platform … and the network would lose all their ad revenue.

These networks use algorithms to surface particularly engaging content, too. They want to consistently show people things they’re interested in, to keep them on their platform.  .

You can see why the Craftsman method works on this front, too. Content strategies in this vein look at the content people are already sharing, find the commonalities, and then make content that’s just too awesome not to get shared.

Epic content marketing

Humans like epic things.

The New York Times did a study in 2010 examining which of their articles went viral. A common denominator among their most-emailed articles: a sense of awe.

People share your content when it’s (literally) awesome.

That’s the core reason the Craftsman is such a reliable part of so many marketing strategies. This approach naturally prompts people to react in ways that tell both search engines and social networks that they should send more people to your content:

Craftsman content tends to get more shares.
Craftsman content tends to get more backlinks.
Craftsman content tends to encourage visitors to spend more time exploring your site.
If you make content that’s far superior to your competitors’ content, you’re set up to win with the humans and the robots.

That’s a good spot to be in.

What does Craftsman content look like?

Craftsman-style content often looks like long-form articles, infographics, Web apps, microsites, or even multi-page ultimate guides. There’s no strict template: in fact, Craftsman content is dependant on the existing content in the market. Craftsman content may even need to beat out your competitors’ Craftsman content.

Craftsman-heavy strategies involve a good deal of expertise. You can’t “fake it ‘til you make it” as a Craftsman.

Craftsman content marketing looks like

Does Craftsman content belong in your strategy?

When you work with Overthink Group, we analyze your market, interview your team, dig through your analytics, and use what we learn to create a custom, competitive mix of the four content marketing methodologies, including the Craftsman. Plus, we’ll work with you to create the content you need to pull them off.

Let’s talk about it. You can start a conversation my dropping us a note below.

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