It's a very noisy world online. So how do rise above the noise and get your message out to your community? To others you know you are here to server?
One key element of this is recognising that we've reached a tipping point online on two fronts:
- Research estimates that the average adult in the western world consumes 10 hours of content a day!
- And, experts estimate at least a 500% increase in the amount of content produced in the next 5 years. Some as high as 1,000%.
On the one hand, you have an audience full to the brim and unable to engage with any more. On the other, a huge increase in the content available for them.
This is what Mark Schaeffer refers to as 'Content Shock'.
How do you deal with this challenge?
You can't compete in a market that's already saturated. This is the bloodied ocean that Kim snd Mauborgne refer to in their excellent book Blue Ocean Strategy.
You must find a niche -- a special place where you have few if any competitors and then own that niche. This is your blue ocean. Swim in it. Create great content, grow your community there, and rise to the top, above the din and the noise.
Finding that Blue Ocean
Here's a cheap and cheerful way to know whether your market is saturated.
Type your keyword into Google in this way:
"Your Keyword" AND blog
This search will return all the blogs that are optimised for this keyword. Note at the top of the page the number of search results.
(Do this on a computer; a mobile device does not give you this critically important number).
What your results mean...
If there are:
- Less than 10,000, you've found yourself a blue ocean, a special niche you can own. Get in there and create great content that engages your audience.
- Between 10,000 and 100,000, your market is getting challenging. At the lower end, you could still make an impact. But it will be more difficult.
- Between 100,000 and 1 million. This market is saturated. You'll need deep pockets to make any impact here, so my advice here -- and for the next category:
- More than 1 million
What if your search returned a million or more results?
Refine your keyword. Make it longer, add a demographic element to it, and keep playing. You'll soon find that Blue Ocean you're looking for.