Sitting down to draft unique content for your brand is easier said than done. However, the thing that separates you from the success of your competitors is a content strategy that sets itself apart from the pack. When trying to market your brand, it’s easy to write at length about what makes it so special. However, not everyone wants to read a novel when trying to figure out which company deserves their money and loyalty. So, here are a few tips on how to stand out in a sea of rival content.
First and foremost, you must know the audience you’re trying to reach. This might seem like the simplest thing, but it can actually be a bit tricky to nail down. If you sell skin care products, it is likely you want to market to anyone looking for a cleanser or moisturizer. However, there is likely a specific demographic that would benefit from your product the most. Is it a unisex line? Or would you say the products lean more towards women than men? Identifying your audience is the first step to figuring out how you can market to said audience better than your competitors. It also aids in figuring out the goal you hope to achieve through your content marketing strategy, in addition to what type of content resonates with customers the most.
Secondly, think about the benefits of your product or service. There may be aspects of your brand that you view as advantages, but some of those advantages might not actually resonate with your audience. When drafting content, you must ask yourself, “are these truly benefits?” If you feel doubtful, odds are your audience will too. Pinpoint the most attractive aspects of your product or service, and brainstorm ways to generate content that will continually make customers want to support you.
Once you identify who your audience is and what they are likely looking for, it’s time to nail down how you’re going to present it to them. The number one rule here is not to overthink the process. Keep it simple. Also, take a look at how your competition approaches their audience. There are likely characteristics of your business that differ from theirs, so pick out those differences and use them to produce content that stands apart. For example, if you both sell shaving cream of similar formulations, look at other facets of your company that could influence customers to choose you over the competition.
A content strategy that separates itself from the pack is not the simplest thing to come up with. If it was, every brand would have successful campaigns. So, to get comfortable, ease yourself into the process. Begin with some slogans or calls to action, and use those to help identify the features of your brand that differentiate it from everyone else’s. Once that happens, draft the content, attract the audience you’ve been trying to reach, and begin growing your base of loyal clientele. Standing out in the crowd requires understanding what makes you different in the first place.