How To Make Your Content Stand Out In A Crowded Niche
Every industry benefits from content marketing. A 2020 study by Hubspot found that 70% of marketers are actively investing in content marketing strategies.
But it’s becoming harder for original content to stand out online as more and more businesses join the content bandwagon. From manufacturing to hospitality and tourism, every industry and niche is overflowing with content, leaving brands wondering how to get their content noticed by their target audience.
Rather than give up on creating content altogether, try these four tactics to help your content stand out in a crowded niche.
1. Research, Research, and Research Some More
All too often, marketers claim that their niche is overrun with content and call it a day.
But with a little more time and research, you’ll discover there are endless topics that competitors haven’t covered yet.
Take the time to research your industry and identify which topics don’t have a substantial amount of content yet.
Tip: If there are truly no more topics to write about, create content with a new perspective on a popular topic. This new, fresh take will stand out among the competitors still writing the same old thing.
Talk to your audience, too. Ask them what content topics they want to read about.
Don’t make the mistake of thinking the topics with the most content are what customers want to read about. In reality, these topics tend to be surface-level and not all that helpful for potential customers!
2. Focus on Underutilized Content Types
Another way to stand out from the crowd is to focus on content that’s underutilized in your industry.
There’s more to content marketing than blog posts. Consider taking advantage of content types such as:
- Educational Videos
- Email newsletters
- Social media posts
- Online events
- Press releases
- Interactive media
There’s no shortage of content types to choose from. When your industry is only focused on creating one type of content, you can position your brand as a leader in the space by leveraging another engaging type of content.
After all, people consume content in different ways. One audience may prefer to listen to a podcast while another wants to interact with a bite-sized social media post.
3. Demonstrate Results and/or Benefits
When your niche or industry is flooded with content, your audience has endless choices. So, why should they choose to read your content?
Content that demonstrates results and/or benefits will entice a potential reader to click on and consume your content.
Let’s take the SaaS industry for example.
Rather than focusing on the features of their software, SaaS marketers create content around the benefits or the results it can generate.
- It’s not just accounting software. It saves time and money by streamlining transactions.
- It’s not a social media scheduling app. It’s a way to maximize efficiency for marketing teams.
- It’s more than a content management system. It’s an organizational tool for all brand assets.
See the difference?
Try to incorporate this tactic into your headline and marketing copy, too. Would you rather read a blog post titled “5 Important Features in Social Media Scheduling Tools” or “5 Ways Your Work Life Will Change for the Better With Social Media Scheduling”?
4. Be Consistent
The more consistent you are with your content marketing efforts, the greater chance you have of standing out from the competition.
If you work in marketing, you’ve heard this advice before. This bit of wisdom is shared often because it’s true.
All too often, businesses go all-in on content marketing only to drop the ball and never pick it up again. They forget to write one blog post, which leads to the newsletter being behind schedule, and it snowballs from there. This leaves ample opportunities for brands to step into the spotlight.
By being consistent with your content marketing efforts, you’ll start to develop a following. The combination of consistency and a loyal following is the key to unlocking content marketing success.
But consistency isn’t only reserved for content distribution. Your business must also consistently:
- Create high-quality content relevant to your audience
- Execute on brand standards
- Update old content
- Experiment with new content types
- Interact with engaged audience members online
To rise above the noise online, be among the few who consistently execute on their strategy.
Make Waves in Your Niche
It’s possible for your content to stand out online.
By researching topic opportunities, taking advantage of underutilized content mediums, highlighting benefits, and remaining consistent, your content is poised to take the spotlight in your niche.