When it comes to investing, Warren Buffett is a legend. The Oracle of Omaha, as he’s affectionately known, has a unique approach that’s as pragmatic as it is strategic: He knows exactly what he’s good at and sticks to it.
But have you ever wondered how Buffett’s philosophy could be applied to content creation?
In this post, we’ll take a look at Warren Buffet’s approach to investing and see how it can be applied to the content marketing. By the end, you should have a much better grasp on how to build your brand’s content box in a way that starts generating the higher levels of traction you’re looking for.
Yaniv Masjedi
CMO, Nextiva
Their expertise has helped Nextiva grow its brand and overall business
The Concept of “Content Box”
In the same way that Warren Buffett thrives by focusing on a specific “circle of competence,” you can excel in content creation by honing in on your own “content box”:
This term encapsulates the type of content you enjoy creating, excel at, and feel energized by. The goal here isn’t just to stick to what you love, but also to identify what you’re genuinely good at and build on that strength:
Imagine you’re in the world of baseball. You wouldn’t swing at every pitch coming your way, right? You’d wait for the one that sits perfectly in your wheelhouse and then aim for a home run. In content creation, your content box is your wheelhouse.
Why Your Content Box Matters
If you love what you’re doing, it will resonate with your audience. The energy and enthusiasm will shine through, making your content both enjoyable and engaging.
Take, for example, a podcaster who’s been doing it for years and genuinely loves the medium. Their podcast episodes will naturally outperform other formats because they’re fully invested, and their authenticity shines through.
Experiment and Discover Your Content Box
But how do you find your own content box?
If you’re not sure what your content box is yet, that’s perfectly okay! In the early stages, it’s all about experimentation. Try different things and see what works well for you. The key here is simply sticking to what you understand better than most people and are comparatively superior at doing.
Just like Warren Buffett wouldn’t invest in something he doesn’t fully comprehend, you shouldn’t produce content outside your area of expertise:
So, start with a variety of content formats. If you’re inclined towards video content, start a YouTube channel. If you’re a wordsmith, blogging may be your calling. Over time, you’ll discover the medium that not only excites you but also aligns with your skills and knowledge.
Gaining the Competitive Edge
The sweet spot is where your passion meets your expertise. Maybe you’re a marketing whiz who’s been in the game for a long time. You have insights that others might not have, giving you a competitive edge. Alternatively, perhaps you’re a doctor who can provide unique, reliable medical advice.
No matter your vocation or expertise, there’s likely some degree of knowledge you have that others haven’t heard and would thereby value hearing. Create engaging content around that.
Whatever your niche, use your unique expertise to create compelling content. When you focus on what you love and you’re good at it, you’re going to have a distinct advantage over those who are producing content they’re not genuinely engaged with.
Dive Deep, Don’t Spread Yourself Thin
You know that saying “A mile wide and an inch deep?” It implies a superficial understanding of a wide range of topics but doesn’t suggest any specific expertise. That approach will get you nowhere fast.
When it comes to producing content in an increasingly flooded and competitive digital arena, going a mile deep and an inch wide will yield a better payout for you.
By focusing your energies on your content box, you’ll deepen your expertise. It may be podcasting, writing, video creation, you name it. Taking what you know well and marrying it with a format that you both enjoy and is desired by others (take short-form videos, for example) is the ideal recipe you need to settle into your content box.
Once you’ve identified what that is, all you have to do is dig deep and stick to it consistently — another tidbit of Buffet’s advice pertaining to focusing on one thing:
The takeaway? Don’t be a Jack or Jill of all trades and master of none. Instead, be a master of your content box.
Go-to Tips to Find Your Content Box
So how do you even identify your content box? It’s not always easy to evaluate yourself, but a little reflection on your capabilities can help nudge you toward the right topics and material you ought to focus on.
Consider this approach to find your content niche:
- Experiment: Start with a variety of content types and mediums. You’ll never know whether podcasting, vlogging or writing is your true calling until you try.
- Perform a SWOT Analysis on Yourself: Evaluate the Strengths, Weaknesses, Opportunities and Threats of your chosen niche. This can help identify your edge in the marketplace.
- Monitor and Analyze: Keep an eye on performance metrics to see what’s working and what’s not. Use analytics tools to gather data and make informed decisions.
- Iterate: Once you’ve gathered enough data, don’t hesitate to pivot. Sometimes, even slight changes in your content approach can lead to significantly improved outcomes.
- Commit: Stick with your content box long enough to gather actionable insights. Don’t jump ship too quickly; these things take time.
- Continue Learning: Your content box isn’t a static thing. As you grow and evolve, so too will your skills and interests. Keep learning to keep your content fresh and engaging.
Summary: Investing in Something You’re Confident In
Just as Warren Buffett’s principles apply to various aspects of life beyond investing, the concept of a content box isn’t limited to content creation. It’s about finding your zone of genius and doubling down on it, whether that’s in business, content creation or even investing. Once you’ve honed in on your area of expertise, it becomes easier to diversify your portfolio.
By understanding your content box, you place yourself in a position of power. You become more than just a content creator; you become an authority in your field. And when you position yourself as an expert who is passionate, knowledgeable and authentic, the sky is the limit!
If you’re ready to level up your content marketing, Single Grain’s content experts can help!👇
For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.
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