Every great product or brand starts with an idea. But how does
an idea grow into a big idea that stops your audience in their
It’s easy to fall into the trap of producing content without a
clear idea behind your
content strategy. If your organic traffic isn’t growing month
over month, or if you find yourself continually spending
advertising budget to acquire readers, this probably means that
your content strategy lacks a big idea.
If your organic traffic isn’t growing month over month, or if
you find yourself continually spending advertising budget to
acquire readers, this probably means that your content strategy
lacks a big idea.
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Advertising tycoon David Ogilvy famously said:
You will never win fame and fortune unless you invent big
ideas. It takes a big idea to attract the attention of consumers
and get them to buy your product. Unless your advertising contains
a big idea, it will pass like a ship in the night.”
David Ogilvy was absolutely right.
Which book has a better big idea: Rich Dad Poor Dad or 101 Ways to
Find the Money to Save and Invest?
Take a look
at these two financial self-help books, for instance. Both books
teach the principles of saving and investing money. But, can you
guess which title sold more copies?
Rich Dad Poor Dad is an international bestseller, yet 101 Ways
to Find the Money to Save and Invest is mostly unknown. As we
further explore the concept of the big idea, it will quickly become
apparent that Rich Dad Poor Dad has a big idea behind it.
Let’s delve deeper and explore how you can develop a big idea
that works and leads to exponential growth in organic traffic: the
ultimate goal for many businesses.
How do you create your big idea for content marketing?
At this stage, you may be wondering where creating your “big
idea” fits in your inbound marketing strategy? The answer is
it’s the crucial first step in your inbound and content marketing
If you’re already part way through your content marketing
strategy but don’t yet have a big idea in place, don’t panic:
this is the time to audit your approach.
1. First, you need to take a step back and consider your
persona. Think about the customer you’re trying to reach. Ask
- Who is your target customer?
- How do they go from awareness to decision?
- What do they want to see?
2. Next, you need to attract your target customer’s
interest. One way to do this is to apply the concept of creating
unfamiliarity into what they’re already familiar with, or vice
Here’s an example of creating familiarity with what may seem
unfamiliar to your audience: cryptocurrency. Most people have a
sketchy understanding of what Bitcoin is. But if one were to
explain Bitcoin as a form of “digital gold”, most people would
be able to grasp that concept easily since ‘digital’ and
‘gold’ are things that people are already familiar with.
An example of creating unfamiliarity into what people are
familiar with would be the wildly successful product, Tangle
Teezer, the de-tangling hairbrush.
Tangle Teezer’s brand success started with a big idea, and
inbound traffic grew organically. This product very effectively
fulfills its promise to quickly and painlessly de-tangle hair, and
customers promptly told their friends. Tangle Teezer became a
As you move further through the process of finding your
big idea, a memorable and straightforward method is to follow the
acronym of B-I-G.
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Ask yourself: does your idea capture people’s
Talk about your big idea to your friends and colleagues. Are
they interested? Do they want to find out more? Ask your colleagues
and carefully watch their reaction. Is this an idea that you want
to talk about with your friends? Also, consider if there are any
market trends that you can leverage on to create a content strategy
As a company or brand, you want to create a product that solves
a problem. You must stand out from your competitors, and there are
three ways to do this:
1. Genuine Incomparability. Your products are
truly unique. Most of us, unfortunately, don’t fall into this
category as this requires inventing a product with an exclusive
patent. For most products and brands, the following two strategies
are more realistic.
2. Industrial Incomparability. You create your
big idea around something that your industry competitors may
already be doing, but they don’t talk about it in their content
Let’s take TOMS shoes as an example. For every pair of TOMS
shoes sold, another pair is gifted to a person in need, and
customers are made aware of their contribution. Customers feel good
about their purchase, and TOMS stands out in a hugely competitive
3. Created Incomparability. This is the key
to coming up with a big idea that works. You need to find something
exciting and compelling about your product to help it stand apart
Imagine you work for a company selling health supplements for
children, and you need to market vitamin D supplements. If you only
list the benefits of vitamin D, most of your audiences will quickly
lose attention — especially kids! To grow your organic inbound
traffic and increase product awareness, you need to think
differently about your product.
Perhaps as you carry out some research on vitamin D, you
discover that astronauts used it during space missions. Suddenly,
vitamin D could potentially become the “Astronaut’s Vitamin”.
Kids are fascinated by astronauts and intrigued by your product.
And parents have the option to purchase an attractive health
supplement that their children are excited to take.
You’re not really selling anything different, but
you’ve found a creative way to make your product seem
G: Gargantuan Goal
And now we come to your Gargantuan Goal. Ask yourself one simple
question: what is the biggest problem you’re trying to solve for
It’s time to revisit your buyer persona and think about what
Let’s go back to the Tangle Teezer hairbrush. Its gargantuan
goal is simply to provide a solution to the annoying problem of
trying to de-tangle your hair. It solves its buyer persona’s
An Example of a Company with an Awesome B-I-G Idea: FrogTape
Finally, let’s look at a brand that successfully demonstrates
the B-I-G acronym in action: the painting tape brand, FrogTape.
content marketing focuses on its ability to achieve clean,
sharp lines with no paint bleed. It creates the concept of
PaintBlock Technology. PaintBlock Technology is buzzworthy — it
immediately intrigues people. They want to find out more. FrogTape
effectively inserts the unfamiliar into the familiar.
FrogTape shares painting tips, how-tos, and inspiration as part
of their content marketing.
FrogTape also successfully harnesses “Created
Incomparability”. It creates the idea of PaintBlock Technology to
keep your paint lines straight and sharp.
FrogTape’s “Gargantuan Goal” is to convince its customers
to use FrogTape to create clean lines and avoid the
worst-case-scenario of having to repaint a room.
Every aspect of FrogTape’s content marketing strategy then
links back to this big idea. Even the design trends on FrogTape’s
website have subtle relevance to the big idea: their “Paint
Get your big idea right, and you’re ready to soar.
Your big idea is the beating heart of your product or brand.
Every piece of content you create about your product has to link
back to your big idea. It can be subtle, but it has to be