Five key ingredients for brands' content to stand out in the clutter

BuzzInContent.com compiles a list of ideas, strategies and methods that can help brands stand out in the maze of content being produced in times where everyone wants to get their share of consumers' love

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Akansha Srivastava
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All brands try to be unique with their content strategy in a bid to stand out in the clutter and to connect with their target audience. In the process of staying relatable, it’s not always possible to create fresh content. Some similarity is bound to happen at times because of which the content does get lost at times.

So, are you not sure if your content would be successful? BuzzInContent.com compiles a list of ideas, methodologies and strategies that can help solve your problem to some extent, after talking to industry experts for almost a year on relevant topics.

Make it thought-provoking and not ‘salesy’

If you are directly trying to sell your product through content then why not go for advertisement? The whole purpose of doing content marketing gets lost when one’s agenda is to directly sell the product through content. We are not saying that one cannot generate sales leads through content, but content should be created in a way that it is thought-provoking, acts as a catalyst through the consumer journey until sales happen.

Define your brand voice and velocity of content

It’s important to have a consistent, distinctive and unwavering choice of brand voice. Everyone in the content team should adhere to it. One cannot create content that doesn’t match the brand voice. Another inevitable point to be kept in mind is that one cannot do content on an ad-hoc and scattered basis. It has to be done and planned on a consistent note and only then the consumers would remember you and be eager to consume any future content to be produced by your brand.

Partner with the right distribution platform

Identifying the right distribution partner is a whole new ball game. Nowadays, a lot of brands are seen partnering unlike regular mediums to distribute content. Marketers have started looking beyond Facebook, YouTube, Instagram and Twitter and are opting for unique, niche and targeted audience platforms such as OTT, podcasts and blogs. MG Motor partnered with Tripoto, a platform for travel lovers, for its web series instead of going all out on YouTube and Facebook. There is no point distributing content on a massy platform where it might get lost in the clutter. Instead, go on a medium that is niche and has high likeliness of your content to reach your TG in time.

Encourage engagement and interaction

There is no point having great stories to tell if they are not engaging enough and do not interact with consumers. The consumers want attention and talking to them all the time is one of the keys for your content to stand out. It’s highly important for any branded content piece to be engaging and interactive. Make sure that it’s easy to share the content on social media and has a comments space. Go for interactive elements such as quiz, contests, polls and surveys.

Make sure you are ready and prepared for it

Content marketing is a journey which once started will give proper results only when travelled through it in the long run. So, make sure you are ready for it. Just don’t jump on the train because everyone is taking it. Wait for the right partners, concepts and have enough planning and understanding around it for the long run.

Five key ingredients for brands