This YouTube segment argues that because most firms now produce similar SEO-driven content, standing out requires differentiated approaches — notably "content products": regularly useful tools (e.g., an A/B testing calculator) that target users will use daily or weekly rather than generic blog/SEO content. The speaker frames content products as a way to gain positioning where standard blogging/SEO is crowded.
Go ahead. That's my belief. And it's based on the fact that everybody is now doing content. So everybody's telling you, oh, you need to do content, you need to do SEO. And if you do the same as the rest, it's hard to position yourself on SEO, on doing blog and stuff like that. I'm a big believer in doing something that is slightly different. For example, I believe in something like content products. The idea to me of a content product is you're building a tool that is useful to your ICs, but that they use every week or every day or something like that. Great example is optimizely Build a tool that is an AB testing calculator on when you do an A B testing, how many people need to see it? How much time does it need to take?
