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How to Make Your Content Marketing Stand Out from The Crowd

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According to research from Content Marketing Institute and MarketingProfs, 77% of B2C marketers and 93% of B2B marketers are doing content marketing. That’s a lot of blog posts, webinars, SlideShare presentations, and ebooks.

With so much content being produced, how do you ensure yours stands out? In this presentation, we share tips from content marketing experts on how to make your content unique.

We also provide a framework for thinking about how to make your content stand out.

Published in: Marketing
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How to Make Your Content Marketing Stand Out from The Crowd

  1. 1. @DNNCorp | @dshiao | #mprofs
  2. 2. Who’s Creating Content? Everyone. 73% of B2B Marketers are producing more content than they did one year ago 69% of B2C Marketers are producing more content than they did one year ago Source: Benchmarks, Budgets and Trends, B2B Content Marketing from Content Marketing Institute and MarketingProfs Source: Benchmarks, Budgets and Trends, B2C Content Marketing from Content Marketing Institute and MarketingProfs
  3. 3. “Content marketing done right.”
  4. 4. Photo via “jencu” on flickr. “Content? I got next.”
  5. 5. Some adjectives to help guide us.
  6. 6. Photo via Ruth Ellison on flickr. Unique Different Rare Unusual Memorable Uncommon Distinctive Remarkable Exceptional Extraordinary
  7. 7. Conventional List-based content SlideShares Infographics Twitter chats Webinars Audio interviews eBooks
  8. 8. From Conventional to (More) Unique List-based content SlideShares Infographics Twitter chats Webinars Audio interviews eBooks Longer lists Video SlideShares Interactive Infographics Google Hangouts Regional Events Video interviews Interactive eBooks
  9. 9. How to MakeYour Content Marketing Unique (Now That Everyone’s Doing It) A blog post you may find interesting Why the Future of Content Marketing is Interactive Content Oh, and if you liked that one, check this one out, too 
  10. 10. Now,let’s ask some content marketing experts.
  11. 11. If you like an expert’s tip,we’d love for you to tweet it! Tweet this You’ll need to mouse over the left edge here in order to tweet. If you move your mouse towards the middle of this same area, you’ll end up advancing to the next slide 
  12. 12. “To stand out, create content that readers can interact with: Quizzes, clickable images, interactive infographics, dynamic widgets,etc.” Yael Kochman @Yaelkochman Tweet this
  13. 13. “Use a free image creator like Canva to brand your thoughts w/ images & visually represent content. Images get more shares & stats!” Stacey Miller @staceylamiller Tweet this
  14. 14. “Incorporate quotes from influencers, experts,and other big shots.Let them know... and watch them share,share, share!” Carter Hostelley @carterhostelley Tweet this
  15. 15. “Curate content to monitor what is being said in your industry: fill in the gaps and publish what hasn't been written yet.” Guillaume Decugis @gdecugis Tweet this
  16. 16. “Create content that has the spice of life by referencing true stories from your community and personal experiences.” Leslie Belknap @LeslieBelknap Tweet this
  17. 17. Advanced Tactic: Content Co-Creation
  18. 18. Content Co-Creation Source: New York Times article, May 20, 2015
  19. 19. Content Co-Creation “The amazing thing about using this software is you can produce an amazing video every day with big production values.” “Mr. Garrett has more than 5.7 million subscribers to his Stampy videos, which have been seen almost 3.5 billion times, placing him just ahead of Lady Gaga in terms of cumulative views.” “From Minecraft’s earliest days, the company behind it encouraged people to share video clips on YouTube and other social media sites, seeing it as a potent form of grass-roots marketing.”
  20. 20. Content Co-Creation Visit: Create Airbnb website. Hat tip to Ann Handley (@annhandley), who mentioned this site in a recent article.
  21. 21. Content Co-Creation Cost efficient Cream rises to the top You’ll see better quality than you could do yourself
  22. 22. “Be yourself.You are the most unique thing you have to offer. If you are boring, then try pictures of kittens.” Craig Rosenberg @funnelholic Tweet this
  23. 23. “Stay true to your brand. That's a powerful filter.” Margaret Molloy @MargaretMolloy Tweet this
  24. 24. “Exceptional content offers a new slant, presents info in a new way, and/or provides deep,accurate detail.” Brad Shorr @bradshorr Tweet this
  25. 25. “To stand out you need to find your niche,leverage your expertise & consistently provide true insight & opinion. Most of all,be authentic!” Jeanne Sachs @jlsachs Tweet this
  26. 26. “Stop being so self-centered. Your content should be useful to someone that will never become your customer.” Eric Wittlake @wittlake Tweet this
  27. 27. A framework for thinking about content uniqueness
  28. 28. Uniqueness Sustainability Opinion (contrarian) Opinion (conventional) Industry Data Survey Data Newsjacking Media Format Expertise Knowledge Customer Data Perspective High Quality Landscape of Content Uniqueness
  29. 29. “Find a way to inject a bit of personality into everything you create & deliver it with fiery enthusiasm (or heavy metal analogies).That’s what works for me.” Jason Miller @JasonMillerCA Tweet this
  30. 30. “Do original research.We all want fresh information, not the same old rehashed facts. Research that challenges assumptions is best.” Pam Neely @PamellaNeely Tweet this
  31. 31. “Identify gaps in your industry by analyzing what your competitors aren't doing and the challenges your customers have that aren't addressed.” Brian Honigman @BrianHonigman Tweet this
  32. 32. “Know who your audience is.Create content they'll love. Add your unique angle.Make sure they see it.Repeat.” Todd Wheatland @ToddWheatland Tweet this
  33. 33. “Your content is not for THE crowd; it's for YOUR crowd. Gather them,ask them about their challenges,then create content to serve them.” Carrie Jones @caremjo Tweet this
  34. 34. “You're far more likely to engage readers and get remembered when you express your opinion and take chances.” Barry Feldman @FeldmanCreative Tweet this
  35. 35. Photo via Ruth Ellison on flickr. How willYOUR content be unique?

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