Rudolph the Red-Nosed Reindeer has become one of America’s favorite symbols of the holidays. But he’s not just a Christmastime icon. Rudolph is a content marketing mastermind.
How many of Santa’s reindeer can you name? When you start to rattle them off, which one pops to mind first? Rudolph, of course! Who can forget that shiny red nose and the catchy tune? But did you ever stop to think that Rudolph’s notoriety comes from brilliant content marketing?
Think about it. When the scene opens on Rudolph the Red-Nosed Reindeer, he’s just one of the herd. Another reindeer among hundreds, maybe thousands, hoping for a chance to become part of the A-team. Sound familiar?
But then, Rudolph does something to stand out. He uses his own natural talent – a shiny red nose – to provide a unique value proposition at just the right time.
His prime ideal client – the big man in the red suit – is in trouble. He can’t meet his supply demands because of an unforeseen weather complication. He’s got a ton of inventory that he needs to move right away, and his regular delivery reindeer aren’t up to the task. But Rudolph is.
By giving Santa just the right pitch – a glowing red nose – to address his immediate need – cutting through the fog – Rudolph demonstrates his content marketing expertise. A glowing red nose doesn’t mean much on a sunny summer afternoon. If you believe the song, it can even get you bullied. But in Santa’s moment of need, Rudolph’s unique value proposition sets him apart and gives him the prime spot at the head of the reindeer pack.
No matter what your industry, from shipping to legal services, you can learn a lot from Rudolph’s content marketing plan. Ask yourself:
Who’s in My Herd?
Take a close look at your competition. Who are they? What do they do well? What do they do poorly? By identifying limitations within your industry you can find ways to improve and make yourself stand out among the crowd.
Who is My Santa?
For Rudolph, only one client really mattered: Santa Claus. He was dead set on running that particular delivery route. Landing that client made his year. Who is your Santa Claus? What one client (or client type) would you do the most to land a deal with? Then identify Santa’s needs – including the needs he may not even know he has.
What’s My Red Nose?
Rudolph was able to stand out because he took advantage of his own natural talent: his red nose. What skills or talents do you have that your competitors lack? What does your product or service do that your neighbors’ don’t? What fog can you cut through in your clients’ lives?
How Do I Reach Santa at the Right Time?
Santa doesn’t think about the weather all year round. He has inventory to manage, production lines to tweak, and research and development to invest in. If Rudolph had come up to him as he was testing a new movie projector, he wouldn’t have gotten nearly the same warm reception. Instead, he showed up in the midst of Santa’s struggle with a solution to his problem. Where do your target clients go when they are in trouble? What can you do to be in the right place at the right time?
That is the secret to mastermind content marketing: right value, right problem, right time. And that is what Rudolph with his nose so bright did for Santa that foggy Christmas Eve.
Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She provides ghost-blogging and content marketing services to law firms and small businesses. If you need a content marketing mastermind, contact Legal Linguist today to schedule a meeting.