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Content Marketing No topic too small: Specificity in conversation share of voice

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Turner Sblendorio

September 21, 2017

A problem found in calculating share of voice is the lack of (or abundance of) meaningful data in which to measure the impact of a vendor or product. When the conversation is new, small, narrow, or lacks participants, controlling it will not be too difficult or challenging. However, the problem lies in the fact that no one will see it. So is it worth pursuing? That answer is yes.

Traditionally, the share of voice metric is a means to understand the effectiveness of a marketing campaign, social campaign, media campaign or ad campaign in terms of an ability to generate interest and engagement around a topic or conversation, which translates to leads, and therefore, more business. When a conversation is not generating the buzz you want it to, the sensible thing would be to let it die.

This is a mistake if the topic is relevant to a problem that is emerging or unrecognized and important to the market segment. By keeping the conversation going, you allow yourself to control it and you maintain domain expertise over the matter that grows as awareness grows. No conversation is entirely dead (unless of course you are referring to a product like Google Glass. That’s dead in the water). It has its ebbs and flows. All it takes is a major announcement or event related to the topic you fortuitously heralded to get the buzz started.

The more specific the topic, the higher the value

There is no problem too small in the world of programming. The more specific the problem is, the more value you provide to those who need it solved. If a topic is not widely covered, it means that content on that topic is harder to find. And if it’s harder to find, then the content that does exist gets greater weight, and ultimately becomes even stronger for the readers who consume it. Not only does the content have more value, but your company does as well, because you have gone the extra mile to address readers’ frustrating need for coverage.

This helps the establishment of domain expertise, and you never know how big that small topic may get. Late last year, Fixate.io’s media site, sweetcode.io, partnered with the Holberton School to allow students an opportunity to write code-level blogs about technology. One student, Jennie Chu, wrote a post about a problem set she had been assigned and the methods she used to solve it.

The problem she blogged about was reverse-engineering a random password generator.  Yet what caused the post to go viral was not the problem, but the way she solved it—in her dreams. Hundreds of seasoned coders reminisced over their time in coding bootcamps (or jobs), and how they solved similarly thorny problems in their sleep. This specific issue was enough to generate buzz over several media sites (Reddit, HackerNews, as well as our own), and spur multiple conversations.

The takeaway

You never know when a problem will arise for a programmer or vendor. Like Jennie’s problem, it can create conversation where there was little. Keeping up content is never a bad thing when your topic is specific. Like Jennie’s problem, you might find that your specific content, while narrow, connects to your customers’ shared experience.