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Hey there!

One of the first things I look at when breaking down a company's distribution is their POVs.

Why?

Because distributing content without a POV leads to all sorts of problems down the road.

Your POVs will determine the topics and types of content you create.

And it's what differentiates you from everybody else.

The POVs should be high-level messages you want to get in front of your audience.

Think of things like:

• Your strategic narrative
• Your unique take on the market
• Problems your product directly solves
• Core things your audience wants to achieve

You want to make sure that the POVs you choose align with your overall marketing goals, company story, and resonate with your target audience.

Otherwise, you end up…

• Wasting time and resources creating content that doesn't resonate with your target audience
• Creating content that doesn't align with your overall marketing goals
• Sharing a disjointed message that confuses your audience.
• Failing to stand out in a crowded market if your content themes are not unique or differentiated from your competitors.
• Losing credibility and authority

I like to choose between 2-4 POVs that can carry you throughout the year.

Because they act as guardrails to keep my messaging on track.

Here are 5 questions to ask to start nailing down your own POV to weave throughout your content:

1. What are common industry points of view that you strongly disagree with? Find the areas where you can zig while everyone else zags.
2. How do your services/products solve the pain points of your target audience? Draw direct connections between audience needs and your offerings.
3. How do you want your audience to feel after they engage with your content, and how does this relate to the service you provide? Find the emotions or reactions that mirror the experience or outcome of the service.
4. What are you (or your company) most passionate about in your industry? Uncover areas where you will be most enthusiastic and authentic in your content.
5. What topics do you find your company constantly researching or discussing? Identify natural areas of interest and expertise.

What POVs look like...

I like to break down my POVs into a document that can ebb and flow throughout the year.

The main buckets I lay out are:

1. The Core Theme (Distribution, Repurposing, etc.)
2. The Summary (what am I talking about)
3. The POVs (my takes on that theme)

You can use the exact same buckets to create something similar for your content.

And then you can map those POVs to your webinars, blogs, podcasts, etc. to make sure you're always hitting the right message.

I have an upcoming training inside of Distribution First that will give you everything you need to build out your company POVs -- from 20+ questions to narrow your focus to simple prompts that do the heavy lifting for you.

Distribution First is currently closed, but if you're interested in joining the group to get this workshop and monthly ones just like it, shoot me a reply and I'll get you the details.

Have a great week!

Justin

Here are 3 ways I can help you...

1. An Introduction to Content Distribution: Watch my free 20-minute workshop to learn the simple step-by-step process to get more out of all your content and become the most effective content marker in your industry.

2. Content Repurposing Roadmap: This is my flagship course. Build a custom content distribution plan in less than 60 minutes.

3. Content Repurposing Masterclass: My next cohort is kicking off soon! We'll have live calls, community discussions, support, and more. Sign up for the waitlist to get early bird pricing!