What tells an incredible post from a mediocre one is CONTENT DEPTH

This is why GPT-generated content fails to rank or gets banned. It regurgitates simple principles and high-level insights.

🤖 Take funnel campaigns as an example.

GPT copy would look like this:

“Here are 5 steps to grow your audience:

1. Define your target
2. Design a landing page
3. Run traffic
4. Close sales
5. Optimize”

I call that the “fundamental awareness” level of copy – 1 out of 5. The 101 content people can apply with common sense.

Yes, when you sell, you have a target audience and need a site/page and send traffic. Duh.

📚 What a 5/5 content would include is:

“95 percent of your audience is future buyers and not in-market.

Build a set of funnel campaigns for brand awareness for the 95% and pain-driven solution for the bottom.

Dale W. Harrison reported category breakdown of the average in-market percentage for buyers. Professional service buyers represent 7.7% of in-market vs. 2.5% for breakfast cereal or 2.0% for toilet tissue.

Analyze your market churn rate and decision period to define the 12-month period.

Once the TAM is ready, dive into messaging. Run a SWOT analysis [link] of your product and a persona definition of buyers.

Analyze reviews in your category. What are 1-star reviewers complaining about? Build a list of keywords to feature on your landing page copy. Double down on the unique selling proposition.

Pick a landing page solution that gets the job done – fast. Instapage and OnePage are two alternatives with 70 different templates connecting to the main automation tools. [link to a separate guide for step by step]

Analyze your traffic per ICP. Where do your buyers hang out? Facebook, Instagram, LinkedIn, Google, TikTok are the five largest media spend networks. Look up reddit and Quora for niche solutions. Pinterest business has discounted deals for new customers.”

The list goes on, but the difference between 1/5 and 5/5 is night and day.

🧑‍🎓 Thought leadership content is packed with:

– Actionable steps taking you from 0 to a complete campaign
– Industry statistics and data insights
– Other expert quotes and authority
– Suggested channels to penetrate your market/GTM motion
– Tools to speed up the process and automate
– Process frameworks to execute and follow (checklist)
– Additional guides for each step

Customers don’t want to read the same high-level generic content they can figure out themselves.

Depth makes all the difference.

⭐ I use the 5-tier depth system with my team:

1/5: Fundamental awareness (101)
2/5: Novice: slightly deeper but barely scratching the surface
3/5: Intermediate: works for beginners but lacks a handful of insights and tips
4/5: Masterclass (Advanced): near-perfect, you don’t have to be in the top 1% to create
5/5: Thought Leadership (Expert): the juiciest, powerful data-insights, proprietary research, the latest tools, hacks, own frameworks

Developing thought leadership is getting 4/5 and 5/5 daily.