There’s a big problem with content marketing: competition! Google any industry topic, and you’ll find a flood of results — many packed with solid information.
Standing out and getting clicks can feel overwhelming.
At Zoe Marketing & Communications, we get it. Since 2020, we’ve helped clients create content that resonates and draws pageviews.
Here are five ways to rise above the noise and create content that’s fresh, engaging and effective.
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5 steps to making your content stand out from your competitors
1. Find your unique angle
People connect with stories — not lists of details. Instead of focusing on features, highlight experiences. Consider these core questions when creating content ideas:
- What happens at your business?
- What do clients say about you?
- What success stories can you share?
For example, Zoe content editor Claire Charlton wrote for an autonomous vehicle maker whose client used the technology to shuttle people from a parking garage to an office.
“The people I talked to shared their fears, concerns and, ultimately, excitement over being ‘driven’ by a van with no steering wheel,” she says. “Others can connect with that.”
2. Answer real customer questions
Listening to customers fuels relevant content ideas and boosts your Google rankings, too. Instead of selling, focus on helping.
- Identify concerns: What questions do customers ask?
- Provide solutions: Focus 80% on answers, 20% on your business.
A healthcare provider, for instance, could address flu season worries, telehealth confusion or when to visit urgent care vs. a doctor.
When you solve problems, you gain trust and engagement.
3. Let your personality show
Almost 60% of people feel companies have lost touch with the human element of customer experience. People crave connection.
- Tap into your team’s expertise: Ask staff what they’re passionate about. This can create some great story ideas
- Define your brand voice: How do you talk to customers one-on-one? Friendly? Direct? Create a simple style guide to ensure consistency.
Another example from Charlton: She interviewed an autism therapy provider who was excited about sharing sensory-friendly home tips for parents, “down to considering what footfalls sound like on creaky hardwood floors.”
Authenticity builds relationships — and better content.
4. Use images of real staffers and clients
Photos of your staff or customers (with permission) add credibility. Ditch stock images that your competitors might also use.
- Hire a photographer for a day to capture your team in action (or harness your smartphone to snap photos)
- Show real faces on your “about” page and in your content.
- Bonus: Offer headshots for staff LinkedIn profiles — everyone appreciates them.
Authentic images humanize your brand and make you more relatable.
5. Research (and link to) your competitors
Your competition can be a resource. Research their existing content to:
- Find gaps they missed and fill them.
- Offer a fresh take — for instance, if they only highlight benefits, cover pros and cons
- Discover how they speak to their audience and refine your approach.
Also, “backlink” to other sources from your content, but do so wisely.
- Only link to strong, reputable articles. This boosts credibility and signals to Google that your content is well-researched.
- Keep it minimal — one or two links per 1,000 words.
Next steps to creating content that wows
Standing out in content marketing takes strategy. Start by finding fresh angles, answering customer questions, showing personality, using real images and researching competitors.
Need help? Talk to us at Zoe Marketing & Communications. We’ve helped businesses create content that gets results since 2020.
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