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People today have access to a variety of online platforms that are overflowing with an endless amount of content. Though these platforms have given organizations the ability to more directly reach current and potential customers, it also means that leaders have to devise effective ways of attracting attention in order to showcase their businesses’ offerings.
From taking steps to consider what actions will resonate best to developing useful content for the target audience, every action can positively generate sales. To help, 13 Forbes Business Council members offer additional recommendations businesses can use to differentiate themselves and make their marketing content stand out from the crowd in the age of content overload.
1. Find Your Niche
Content overload and data paralysis is what comes to mind for me. In this day and age, the best way to make your marketing content stand out is to find your unique spin and customize offerings to your authentic story or perspective. What really makes a difference today is truth, honesty and humility. People showing each other grace is human nature at its best, but make it personalized. Showcase a fresh perspective from a place of education. – Dana Neiger, HIVE Talent Acquisition Firm
2. Know Your Audience
Understand your target audience and their needs, interests and pain points. Then, create content that addresses these factors and provides real value. This could include educational how-to guides, engaging storytelling or immersive visual content. It’s also important to ensure that your content is easily accessible and shareable across different platforms, be it social media or email. – Daniel Sánchez, Influencity
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3. Use Multiple Channels
Promoting your content through various channels is crucial for making it stand out. This means leveraging social media, email marketing and other digital channels to reach your target audience where they are most active. By utilizing a multichannel approach, you can increase the visibility of your content and attract more engagement from your audience. – Rakesh Soni, LoginRadius
4. Create A Unique Brand Personality
With fears about AI being rampant, creating distinction in your content is more important than ever before. So, while it’s easy to get hung up on what channel to use (they all work), focus on the unique personality of you or your brand. While this may not result in the amount of likes or comments you want, what it will do is more important—attract your true fans. – Dan Nicholson, Nth Degree CPAs
5. Present Your Offering As A Solution
One tip for making marketing content stand out in the age of content overload is to present your product or service as a way to solve problems. The moment your audience sees that your content helps them overcome an issue, problem or challenge they face in their personal or business life in some way, you will sail across the finishing line as a marketing ace. Be a problem-solver to stand out from the herd. – Ravindr Singh, Codleo Consulting
6. Move Beyond The Standard Approach
While it depends on your industry, I have found in professional service industries that potential customers are too savvy to “fall” for boilerplate or even “cute” methods of getting one’s attention. Rather, providing information to a potential customer that is relevant and useful can separate you from the pack of your peers and competitors and can land you a client or customer. – Neil Cadman, Cadman Group
7. Prioritize Quality In Your Offerings
Focus on quality over quantity. To make your content stand out, you need to capture their attention and develop content that is tailored to their specific needs and interests. Provide real value and insights that they can’t find elsewhere. – Greg Welborn, First Financial Consulting
8. Offer Insight Into Current Issues And Trends
With generative AI like ChatGPT, the bar for creating generic written content just got lower. However, thoughtful perspectives on trends and current issues aren’t something that generative AI is able to master at this time. Content that solves customer pain points or addresses any elephants in the room in a unique and meaningful manner stands out in a crowded space. – Tyler Christiansen, Funnel
9. Tell Stories
Instead of selling, tell stories about your brand that sell customers on your offerings. This will help you create a personal connection so your content sticks. How did your product or service help solve a problem? People connect with brands on an emotional level when they seem authentic. Explore ways to present your story in a unique way so that customers benefit from having a whole new perspective. – Adam Povlitz, Anago Cleaning Systems
10. Leverage Data
Use data to drive your strategy. Invest in content that performs the best, model your target and work with a data firm to fill your funnel with similar consumers. Also, set reasonable benchmarks for success. – Nell Callahan, Frontwood Strategies
11. Develop Relevant, High-Quality Content
To make marketing content stand out in the age of content overload, focus on creating relevant, high-quality content that speaks directly to the needs and interests of your target audience. Remember to also use eye-catching visuals, compelling headlines and a clear call to action to capture the attention and interest of your audience amidst the flood of competing content. – Zeynep “Z” Ekemen, Silver Defender
12. Make Actionable Content
Make your content actionable. People want content that lights up their path. Create content that provides value and helps your audience solve problems. This will not only make your content more memorable, but also make your brand more trustworthy. – Chris Kille, Payment Pilot
13. Keep It Simple
Marketing content needs to be energetic and speak authentically. If there is one thing the average client is going to become sensitive to in this day and age of language-generating AI chatbots, it’s content that feels cliched or elicits deja vu. To make marketing content stand out, you need dynamic minds brainstorming in the simplest of ways to describe what makes your brand truly singular. – Leelila Strogov, AtomicMind
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