How do you get content to stand out in a saturated market, and put yourself at the head of the content marketing game, while at the same time not overstretching your budget?

Creativity, individuality and thinking a little ‘outside the box’ will set you on the right path. Don’t just follow what everyone else does and produce content that is basically recycled. This is a sure way of disengaging your audience.

Here we look at 5 great strategy concepts that will ensure diversity of material.

1. Storytelling

Don’t underestimate the power of storytelling, it inspires imagination, curiosity, interest and entertains.  Storytelling is fast disappearing in the marketing world,  a good story will make you cry, laugh, feel compassion have empathy and a whole host of emotions that will draw people into a brand.

2. Niche

Go for niche content rather than generalisation so you produce content to distinctive specific targets with particular interests.  In order to make this work well, you need to understand the unique needs of your potential audience so you can appropriately tailor your content.  

3. Credibility Content

Provide interesting knowledgeable content, that informs and creates credibility.  You want to be seen as the go to place within your market when it comes to finding out information. Aim to be a thought leader!

4. Create Interactive Content

Use content that encourages participation, quizzes, polls competitions are all excellent ways to create interest.  However make sure you don’t use click bait, this will get you frowned upon on some social media platforms like Facebook. Facebook is discouraging the use of click bait and will downgrade you post and therefore limit your audience.

5. Use Visuals

Using visual images has been proven to increase audience participation and interest, add the element of sound and video and you further increase interest and brand awareness.  Remember to be all inclusive so that your content is accessible to people with disabilities. You’d be surprised how many videos don’t have subtitles!

Compound Marketing

However before going any further think about your overall content marketing plan.

Don’t waste time on huge projects especially if you have a small to medium sized business, where cost is at a premium.  There is nothing more frustrating than putting a lot of time, effort and expense into a content marketing plan with few rewards in return, a lot money spent and little to show for your efforts.  Compound Marketing cuts out the big venture high risk element. Put more emphasis on small steps which compound to create big gains.

What are the principles?

  • Limit risk with smaller outlays.

  • Comparisons can be made through testing to see what content is successful or not. No big risks!

  • Promote content regularly, not infrequently. Be more in the picture than one that pops up every so often.

How do you know if your content strategy is working?

Don’t neglect the data – Look at data to ascertain what content creates attention and meets your desired goals. Marketing is about analysis as much as it is about creativity There is a wealth of software and monitoring tools available, use it to inform and fine tune your campaigns.

We have more articles and useful information on our website on some of the areas covered above.

If you have something specific you would like to discuss then please get in touch, we are always available to offer advice.

Google Schema

Schema Improves Your Search Engine Ranking

Social Media Mistakes

7 Social Media Marketing Mistakes

Digital marketing strategy

Fundamentals Of A Digital Marketing Strategy

5 Tips On How To Write Good Web Content