How do you make your content stand out?
Everyone’s a content creator these days. It’s probably the fault of us SEO experts who kept banging on that ‘CONTENT IS KING’ (and it still is)… but now everyone is doing it.
Whether it’s posting on social media, sharing a video, and now with the obsession over AI, – more people seem to be knocking out blogs like they’re going out of fashion (they’re not, but stick with me here!)
The problem is, it’s the SAME OLD STUFF (yawn) – and it’s all looking the same. But when you’re trying to stand out in a crowded online space, your content needs TO DO more.
It needs to engage.
It needs to be different.
This means thinking creatively. Thinking outside the box of what you might be doing already, turning things on their head slightly, and producing content that’s still relevant but is highly personal, interactive and immersive.
Let’s dive in!
I’m going to share some insight that is already working a treat for our clients here at Moorhouse Digital.
Share your experiences
The one thing that no-one is going to replicate (not even AI!) is our own personal human experience.
I’m talking about personal stories, our views on popular topics within our own industry. We’re all experts in our own field and sometimes it’s easy to forget what we actually know. All that experience you have stored away needs to be shared in a way that is relatable and helpful to your audience.
Tell a story about how your product or service has made someone’s life easier. People will remember this far more because they’ll relate to it in a deeper, more meaningful way.
Don’t be afraid to share things that might seem like the ‘basics’ to you, but to your audience they are actually ground-breaking and really helpful to what they are trying to achieve.
Sharing your experiences and being relatable in your marketing, is the most powerful way to create trust and connection.
Use Interactive content
Interactive content such as quizzes, virtual tours and product demos are a valuable way of generating good quality leads at the top of the funnel and are useful and engaging for your audience.
Humans are naturally inquisitive people. We love seeking out information that challenges our perception, or that reveals more about our persona, and quizzes tap into this fundamental curiosity.
The data that is entered into the quiz can be used to refine and segment your audience, enabling you to create more targeted marketing campaigns relevant to them in the future.
Webinars
Webinars provide you with invaluable face time with warmer prospects (mid to end of the sales funnel) – perhaps targeting those who have been on your mailing list for a while and who are engaging regularly with your content.
One of the key benefits of hosting a webinar is the personal engagement it provides. By tailoring the content to address common pain points, you can create a certain level of authority and build credibility with potential leads, and this will increase the likelihood of them becoming customers in the future.
Micro Influencers
Micro influencers are influencers who sit within smaller, more specialised niches who can create and share authentic content related to your brand. Unlike mainstream influencers, they don’t necessarily have masses of following, but they do have more personal interactions with their audience and engage frequently with their followers. It’s therefore more likely that the content they share will turn into actionable conversions based on the personal engagement they have their audience.
These brand partnerships can massively help drive visibility with the audience you want to reach, especially when you have the right content to share with them.
Think carefully about what content you are sharing with them. Ultimately, you will want to engage with them on a deeper level and gather their details so make it highly interactive, like an invite to a webinar, to participate in a quiz or to download an eBook.
Reuse, Reformat, Repurpose
You don’t need to be creating fresh content all the time to stand out in a crowded online space. In fact, you’ve probably got some great content already that you can reuse and put into a different format to freshen it up and effectively engage with your audience.
Here’s some of the ways you can do this:
Bite-sized content: Go to your most popular piece of content on your website and create 5-10 bitesized content pieces to share on social media to drive even more traffic to that page.
Update and Refresh: If you have a popular blog article that you wrote way back and it’s still performing well, go in and update it. Some of the stats might need updating and even some of the information to make sure it’s still relevant today.
Create a quiz: Take an existing piece of content and let it be an inspiration for an online quiz. A quiz isn’t necessarily about testing your audience’s knowledge, it’s also a way to ask them questions about their journey, what issues they might be struggling with and where they are in the buying cycle.
Turn testimonials into engaging customer stories: If you have received some great testimonials from customers, why not contact them to turn them into an engaging case study or customer story. This can be a Q&A interview or a video testimonial that will bring the quote to life and serve as valuable social proof for your brand.
Now you know some of ways you can stand out, what content are you going to create that may take a little more effort (sorry!), but in the long run will pay dividends in generating you the high quality leads that your business deserves.