Overcoming Content Overload: 4 Tactical Ways to Create Content That Stands Out
Whether it’s a major multinational, a small startup or a solopreneur, these days it seems like everyone and their mother is producing online content. Blog articles, podcasts, infographics, case studies – the list is endless. If you can name it, multiple businesses are probably doing it right now.
The problem with this, of course, is that creating content that stands out is becoming harder than ever.
So what’s one to do?
Here are four tactical ways to rise above your competition and create content that stands out.
1. Find Your Own Voice
When you really get down to brass tacks, one of the biggest issues with content these days is that a lot of it is so eerily similar it’s practically interchangeable. And this isn’t just because many businesses create content around the same topics. It’s because many businesses repeat the same things over and over without adding anything of value to the conversation.
There’s no faster way to the online content dustbin than to simply rehash stuff that’s already been done to death.
Of course, this is not to say you can’t revisit topics that have been tackled by others in your space. After all, if this were the case it would be simply impossible to create new content. What it does mean though, is that you have to find a way to get your own unique personality across. Vanilla content just won’t cut it.
Here are just two ways you can do this:
a. Be vocal about your opinions
Your knowledge, opinions and personal insights are extremely valuable. Don’t be afraid to share them with your audience. In fact, you owe it to them to do so.
b. Find the niche within your niche
Is there one particular area of your business that you love above all else? Or perhaps you have a unique expertise or skill set when it comes to a certain topic? This can really set you apart from your competitors.
2. Be Strategic
Content that stands out doesn’t do so by accident. It’s the result of a well-thought-out strategy. Unfortunately, many businesses do not know what a successful content strategy looks like, which is why so much content is hit or miss.
For one, you need to know who your audience is and what is relevant to them. Otherwise, it’s impossible to create content that speaks to them. Content that stands out does so because it goes right to the heart of what is valuable to the audience.
More importantly, you need to know how your audience likes to consume content. Writing compelling, actionable blog posts is completely pointless if your audience would rather listen to a podcast or watch a live broadcast on Periscope or Facebook Live.
And even if your audience does love reading blog posts, adding visual content greatly increases its effectiveness and makes it that much more compelling.
3. Know Your Endgame
Sadly, many businesses are so focused on competing in the content marketing race that they forget to be intentional about it. This is a terrible mistake.
Content marketing is a means to an end, not the end in itself. Accordingly, you should create each and every piece of content with a goal firmly in mind.
You can define your content marketing goals by asking yourself a very simple question: What do I want my audience to do after seeing this?
Depending on your particular circumstances, there can be various answers to this question. More often than not, however, chances are that the answer will be one of the following:
You want your audience to engage with you.
You want to generate more leads.
You want to generate more revenue.
Setting goals ahead of time allows you to streamline your content and work more efficiently. Your content will also be more relevant and actionable, which in turn means it has a better chance of standing out.
4. Create More Content Than Your Competition
Finally, you can stand out from the content creation crowd simply through sheer force of numbers.
Sure, SEO has changed a lot over the years. Gone are the days of keyword stuffing and awkwardly-written drivel that’s practically unreadable to the average person. As things currently stand, if you want your content to rank well, it has to be well-written, relevant and useful.
With that being said, one thing never changes: the newer content is, the better it performs in search engine rankings. This means more organic traffic, more leads and, ultimately, more conversions.
And it’s not just search engines that love new content, either.
Frequently putting out new content keeps your audience engaged and coming back for more. Provided, of course, you keep up the quality.
Looking to ramp up your content creation? We can help. Talk to us today.