How the Maverick works
Imagine you’re a Viking.
You’re attending a feast in the great hall with all the other vikings. Everything on the table is going to be amazing.
But when you walk into the hall, you immediately see a problem: There are 50 Vikings in this hall, but only one turkey. And therefore, only two drumsticks. You know there’s going to be an all-out brawl: every Viking wants one of those drumsticks.
You’re seated a long way down the table from that turkey. Plus, you’d have to claw your way past Olaf the Large to get any closer. Your odds of getting a drumstick aren’t good.
So you let the other folks fight it out—while you fill your plate with other goodies: ham, pudding, and yams. Since everyone else is focused on the most desirable prize, you get your pick of everything else!
That’s how the Maverick works
Content marketers often find themselves in a similar situation. Your competitors want to go viral around certain topics. They want to rank #1 for some of those golden search terms. They’re all making the same kind of content and promoting it on the same channels. [These competitors are focused on the obvious.]
You could pursue the same prize they are—but that’s where the fighting is fierce. Or you could grow your audience by taking the conversation in a different direction altogether.
The nuts and bolts of Maverick content marketing are pretty straightforward: you’re following audience demand, just not the same demand that your competitors are.
You start by studying your market. Discover what they’re Googling, what they’re sharing, and what problems they’re trying to solve.
What are your competitors vying for?
Now it’s time to analyze your competitors’ efforts. What are they spending their ad money on? What content are they producing? What channels are they using? What keywords are they pulling in traffic for?
Look at what your market is interested in, and compare that to what your competitors are getting attention for. What have they overlooked?
That’s what you focus on.
Does Maverick 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 Maverick. 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.