4 builders who never spoke to each other

Own where the category learns, not where it buys

Become the place people go to understand the problem, through the definitive resource, the piece nobody else will spend twenty hours on, or a media property your buyers already read, and the purchase decision follows the education. Attention in content concentrates almost entirely at the top, so a routine blog in the same space returns very little.

The method

1. 01

   Set out to be where people learn about your category rather than where they buy it, and the buying follows.

2. 02

   Aim to build the single best resource in your niche rather than a routine blog, because attention in content concentrates almost entirely at the very top.

3. 03

   Long form is not dead where the subject rewards it: a 2,000 word piece that nobody else is willing to write gets read and gets shared.

4. 04

   Subscribe to every competitor in your patch, work out what they are doing, then publish the same beat longer, better researched and in a different structure.

5. 05

   Buy or build media properties your buyers already choose to consume, then have that network mention only your product, so repeated exposure does the positioning work no product page can.

What it returned

• 180

  Planterina's founder started a YouTube channel about plant care rather than plant sales; 180 videos and two years later it draws 110,000 views a day.

• 1%

  Author's framing: the leading 1% of content takes 99% of the attention.

• 2,000

  Chenell Basilio's deep dives regularly run past 2,000 words and take 20+ hours each. Growth In Reverse went from 4 subscribers on the first send to over 30,000 within a year, organically.

• Geoff Sharpe reads rival local newsletters and answers them with formats like the Lookout dining guides.

Sources

• HubSpot vs Zoho - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Why It’s Brainy · undated
• “Michelin Guide” MarketingHarry Dry · Marketing Examples · Planterina · undated
• Friday Feature: Growth In ReverseChenell Basilio · sparkloop.app · #1 - In-depth research to standout from competition · undated
• Friday Feature: Lookout MediaGeoff Sharpe · sparkloop.app · 🙋 How Lookout Media does it · undated
• The 7 Marketing Problems Pinball-Shaped Buyer Journeys Create - SparkToroRand Fishkin · sparktoro.com · Transcript: · undated