Are you feeling frustrated by your recent lack of progress in the world of content marketing? You're not alone. In fact, many businesses like yours are struggling to stand out in the increasingly competitive ocean of content.

It's no longer enough to simply create ‘good’ content. But don't worry - we've got your back.

In this week’s newsletter, we'll explore five key strategies for creating effective content marketing that breaks through the noise and engages your viewers.

“Insanity is doing the same thing over and over and expecting different results”.

Content marketing moves so quickly, and what worked six months ago will no longer work today. So, here’s what we’ve found to be a great approach to standing out in a competitive space 🔥

1) Don’t play it safe

Playing it safe is not an option in today's competitive digital landscape.

To create content that stands out from the crowd, you need to be willing to take risks and try new things. That means not being afraid to push the boundaries and challenge the status quo. Think outside the box and be creative in your approach. Take a look at Patagonia’s “Buy Less, Demand More” Campaign that stood against consumerism

2) Don't Look at Your Competitors

Whilst it's essential to keep an eye on what your competitors are doing, don't let their strategies and tactics influence your content marketing approach.

Focus on what you think is the best style and approach to your content, as that’s what is going to allow personality and brand authenticity to shine through. Remember that it’s not always as it seems. Your competitors may look like they’re doing great, but below the surface, they may be struggling to stay afloat. Check out this example from Squatty Potty.

3) Be Unique

In a sea of similar-looking content with competitors offering similar products and services, you need to be unique to even stand a chance of standing out online.

Perhaps you want to approach your content from a much more humorous style, or maybe you want to create an aesthetic of content that you haven’t quite seen before. Whilst everybody is creating content that looks and feels the same, don’t be a generalist, and instead find your own voice, style, and value. Even if that means being a bit wild, just like Dollar Shave Club in this example.

4) Be Bold in Your Approach

To create content that stands out and gets noticed, you need to be very bold in your approach towards ideas and execution.

Don't be afraid to take a stance on controversial issues, tackle taboo topics, or use humour to make your point heard. Be confident in your brand's voice and values, and let them shine through in your content. That also means not allowing too many cooks to spoil the broth, as your vision is more powerful than the collective decision from a board of white-collar professionals. Check out this example from Dove.

5) Use an Agency or Freelancer

It goes without saying that effective content marketing can be time-consuming and requires a diverse range of skills, let alone the expensive equipment to put it all together.

Working with an agency, or a freelancer to create your content, gives you the added benefits of fresh perspectives, ideas, and un-emotional decision-making for efficiency and reactivity. Just make sure you find a specialist in the type of content you want to create, as many agencies follow a generalist services approach and not a tailor-made offering. Check out this example created by Wieden+Kennedy for Old Spice.

The Breakdown 🧠

Creating effective content marketing requires a willingness to take risks, a focus on your unique value, and a commitment to standing out from the competition.

By being bold in your approach, disrupting the feed by being unique, and not looking at your competitors, you’ll be well on your way to transforming your current content marketing into a powerful, attention-grabbing way of getting new eyes on your brand.

Until then, see you in next week’s newsletter!