business messaging blog
Five ways to make your content marketing stand out from the rest
Scott Navratil

The sheer amount of digital content that we create collectively each day is staggering. Approximately 2.5 quintillion (that’s a million trillions) bytes of data are created every single day. In any given day, Facebook users will share 2.2 million pieces of content, Twitter users will send more than a quarter of a million tweets, and Instagram users will upload 216,000 photos. To say that the internet is a crowded place is a huge understatement. With such a vast amount of content being created and shared online every day, how can you expect your business’s content to get noticed by the right people? It is possible, but you’re going to have to work hard to make sure your content stands out from the rest. Here are five ways to accomplish that.

Be concise and be yourself

Much of the content that is created for the purpose of marketing sounds stilted or unnatural. Content writers mistakenly believe that they need to adopt a certain formal tone in order to sound knowledgeable and credible. But this kind of writing is uninteresting and it blends in with everything else that’s written in the exact same way. Feel free to use humor. Break grammatical rules with the situation calls for it. Use fresh and interesting language and never include any words that don’t need to be there or your writing will be overly wordy.

Don’t neglect visual content

The saying, “a picture is worth a thousand words” is not only cliche, it’s a huge understatement. A great image can communicate emotions in a way that no amount of words can. Posts that include an image are forty times as likely to be shared on social media as posts that don’t include one. Just as you want to avoid cliche or boring writing, you want to avoid stock photos. Infographics are an underutilized visual element that you may also want to consider.

Try creating some video content

Even more underutilized than images is video content. You may feel that you don’t have the expertise to create high quality video content. You don’t need a high end video camera, lighting, and other special equipment, although that might help. The occasional live stream or even simple how-to videos or interviews with influencers is usually enough to make you stand out from the majority of your competitors.

Get your content out there

If you’re relying solely on your website’s blog or your social media pages to publish content, you’re not casting as wide a net as you could be. Make it a goal to get published outside of these places. Submit guest posts to online magazines and newspapers that your audience is likely to encounter. Build relationships with influencers who can mention your brand in their blog posts or YouTube videos.

Be willing to experiment

Finally, find ways to experiment with your content creation. Not everything will work but some of your ideas will. One trend in content marketing that you can get ahead of is micro content marketing. Think one or two sentences sent via text as opposed to a several hundred word blog article or social media post. Micro content is a great way to offer your SMS subscribers value beyond the mobile coupons they’re accustomed to getting.

Chantel Fullilove

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