Three Ways to Break Through the Cluttered Content Marketplace
Many businesses are using content marketing to promote their business online. This is no surprise given the many ways these businesses can use content marketing to leverage their brand. From allowing a business to be seen as thought leader in their industry to capturing leads to building brand loyalty, content marketing is the name of the game.
Unfortunately, your business is not the only one that knows this. As a result, your target audience is relentlessly being bombarded with online messages. So how is a business to stand out? What follows are three strategies to help you get noticed and stand out from the crowd.
1. Know your audience. You must do more than just create content. Make no mistake, posting content that doesn’t connect with your target audience is as pointless as not posting any content at all. Think of it this way: Is your content entertaining? Great. But is it entertaining to your specific target audience? It better be or it won’t do a thing for your business. Does your content tell stories that your target audience wants to hear? Does it solve the problems your target audience is experiencing? If the answer to these questions is no, then your content is nothing but clutter your target audience will tune out. What’s worse, your target audience will come to see your business as a nuisance they want to avoid.
2. Think in terms of maximum engagement. Is your content merely consumed by your target audience? If so, it’s not doing its job. Your content must be easily shared but it needs to go a step further. It must be likely to be shared. You can include a million share buttons but if your content is not viewed as something that inspires readers to bring to the attention of others, that content has a very limited shelf-life (never a good thing in the world of content marketing
). You also must make sure your content does not exist in a silo. Repurpose your content so it fits different platforms. This includes everything from blogs to social media to email marketing
. Your content’s reach should be far and wide.
3. Beware of content overload. It goes without saying that quality trumps quantity. However, your content needs to be more than just high quality. It must be something your target audience not just wants to read but feels that they have to read. This type of remarkable content not only breaks through the clutter, it is something your readers anxiously wait for because it is that significant and helpful.
Content marketing has proven itself invaluable to businesses competing for attention online. As a result, the stakes are higher than ever to break through the noise that surrounds it.