Thought leaders from different disciplines are singing in concert when it comes to success in social media. What Godin calls "remarkable" Pulizzi calls "tilt."
In a previous post, I recounted Seth Godin’s recipe for success—instead of building a product that targets the belly of the bell curve, build something “remarkable” that targets a small “tribe” out in a long tail. Godin’s point is simple: If it’s not remarkable, then people won’t remark on social media, and you’re idea/product will die a quick death.
In a separate post, I pointed to another thought leader—Paul Rulkens—who warns that the “majority is always wrong.” In essence, he and Godin are singing in concert—targeting/following the masses in the age of social media will do nothing but cause you to blend into the crowd.
Both Godin and Rulkens are preaching heresy—running perpendicular to orthodoxy—as the lone antidote to mediocrity.
Joe Pulizzi, a pioneer and current heavy weight in the content marketing space is an expert on how to market your brilliant idea or product once you’re ready to sell it. In a presentation he made at C3, a content marketing conference, Pulizzi unveils a six-step process for taking your product to market. One of those steps is what he calls “content tilt,” which, for lack of a better word, is a way to make an otherwise mundane topic “remarkable.”
Pulizzi focuses his presentation on Ann Reardon, a woman in Australia who wanted to start a baking channel on YouTube. As Pulizzi points out, though, there are many tens of thousands of baking channels and blogs currently availaable. So what could she possibly do differentiate herself?
What Reardon came up with is what Pulizzi calls “tilt,” a unique slant to her content messaging that made it stand out from the crowd. (Go to the 13 minute mark in Pulizzi’s video above.) Reardon made a video about how to bake a cake that included, among its ingredients, five pounds of snickers bars. The video went viral, taking Reardon from 100 YouTube subscribers in 2012 to 2 million in 2015. (For an explanation of why Reardon's tilt created a viral reaction, check out On the Untimely Demise of Jeff Goldblum, and What Causes Things to "Go Viral."
Pulizzi’s “tilt” is Godin’s “remarkable” and Rulkens’ avoiding “majority” thinking.