Learn how to stand out in a content lush, literate robot online world
By 2020, the Internet will be 600% bigger than it is today. This means the amount of content will grow immensely in the next six years.
Think about how much content — blogs, infographics, websites, white papers, ebooks — are already available online. Now think 600% bigger.
And even though the amount of content will increase, people will still spend 10 hours/day consuming content, which is no change from today’s consumption rate, according to Erik Deckers of Pro Blog Service.
To top it all off, there are actually robots that can write content, according to Poynter.
The feeling you just got — heart falling into your stomach, annoyance, frustration, panic — is called content shock, and Deckers talked about it in his presentation, “Seven Secrets to Beating the Content Shock” at a MarketingProfs virtual conference today.
The shock comes when you realize, what does my business have to offer that others aren’t already providing online?
How can my small business startup compete online? How much content will I have to create to get noticed? Should I even blog? Should I keep investing in online marketing?
What’s the point?
Deckers gave some great advice on how to proceed in a content lush online world.
- Be human
Talk and write like a human being.
In addition, we’d like to add that when you know who your audience is — your buyer persona — it’s like you’re writing to a colleague or friend. You know their pain points, and you genuinely care and want to help solve their problem. You know how they speak, what language they use, and you write with them in mind.
- Write tight
Hemmingwayapp.com is a great resource that grades your writing to ensure it’s readible for the layman. Strive for a 6th grade reading level because “that’s what people want to see,” Deckers said.
In addition, add bullet points for an easier read. Read more content writing tips.
- Partner up
Partner up with similar businesses and share their work with your audience and visa versa. This helps to expand your reach.
Start by following other companies in your industry on social media. Then, share industry-related content created by another company with your social networks.
In addition, share your blog posts and content with other companies on Twitter when it's beneficial to their readers. This notifies that company, and most often, they’ll retweet it for their audience to see.
- Go where the competition isn’t
Deckers said, everyone has a blog, and everyone has a website. But not everyone has a podcast, hosts conferences, and creates whitepapers.
It’s important to have that foundational online presence on your website, but going where the competition isn’t is a great way to stand out.
In addition, it’s important to have an online brand strategy that differentiates you from others.
- Create exclusive content
Go beyond blogging. Everyone is doing that.
Do something different:
- write a book
- write an ebook
- write a special report
Then, only share with a select few — customers, email subscribers, clients, Facebook followers, etc.
We advocate genuine and truthful content. Don’t just write a blog to meet the deadline, like Deckers also said.
When you’re genuine about solving your buyer personas' pain points, then you’ll find it easy to produce beneficial content, specifically for them.
Need help finding your niche? Think your small business doesn’t have anything to offer? Challenge e-webstrategy to help you find what makes you great! Contact us.
Image source: Popular Science