Why Content Creators Need to Up Their Game to Stand Out in a Crowded Online Landscape

Plus 9 Ideas to Get Your Creative Juices Flowing

Photo via iStock

First, here are four concepts worth keeping in mind when you approach content creation:

1. PROMOTIONAL CHANNELS ARE JUST THE CONDUIT FOR YOUR MESSAGE, BUT IT’S THE MESSAGE THAT REALLY COUNTS.

“Promotional channels are just the conduit for your message, but it’s the message that really counts.” via www.noyalizor.com

Without standout, relevant and compelling content, you may get people through the door, but you won’t be able to get them to stick around so you can successfully deliver your intended message, or encourage them to become actual followers or customers.

2. YOU DON’T ALWAYS NEED TO USE YOUR ENTIRE BAG OF TRICKS FOR AUDIENCES TO APPRECIATE YOUR CONTENT: JUST BE ORIGINAL.

“You don’t always need to use your entire bag of tricks for audiences to appreciate your content: Just be original.” via www.noyalizor.com
“You don’t always need to use your entire bag of tricks for audiences to appreciate your content: Just be original.” via www.noyalizor.com

Sometimes all it takes to get someone to appreciate a piece of content isn’t your entire bag of tricks, but simply a genuine, demonstrable effort at originality either in the concept, writing or visual presentation.

Unsurprisingly, audiences have vastly different tastes. While some people delight in watching cute cat videos all day long, others crave sports, news, art, music, science, fashion, food, etc. In order for people to not only give a piece of content the time of day, but also engage with it — whether it’s sharing it with others on social media, telling a friend about it, downloading or buying something, etc. — it needs to be deemed excellent compared with other pieces of content in the same niche. If it’s underwhelming by comparison, people won’t bother sticking around to consume it in its entirety, because ‘underwhelming’ just doesn’t cut it in a world where people have become content snobs and generally prefer to interact with content of the highest caliber.

Underwhelming content just doesn’t cut it anymore in a world of content overload. (via www.noyalizor.com)
Underwhelming content just doesn’t cut it anymore in a world of content overload. (via www.noyalizor.com)

3. WITH INFINITE CONTENT CHOICES AND INCREASINGLY SELECTIVE AUDIENCE PREFERENCES, PEOPLE HAVE BECOME SKILLED ONLINE SCANNERS WHO DON’T HAVE TIME FOR MEDIOCRITY AND REPETITION, SO TO REALLY ‘WOW’ THEM — YOU NEED A POINT OF DIFFERENCE.

There are many elements that make a piece of content stand out and captivate its viewers enough to be considered excellent by comparison to others: Whether it’s a blog post, video, E-book, infographic, podcast or whatever — if the premise for the content is interesting and the execution is great, it will likely perform well. But there’s a secret ingredient that will make it REALLY pop, and that is…

“If you can bring your own twist, add a different angle, or execute it in a novel way, you will have taken what could probably pass for a good piece of content, to a standout piece of content that will truly ‘wow’ its viewers.” via www.noyalizor.com
“If you can bring your own twist, add a different angle, or execute it in a novel way, you will have taken what could probably pass for a good piece of content, to a standout piece of content that will truly ‘wow’ its viewers.” via www.noyalizor.com

So how do you add a point of difference?

How is THIS post, for example, different from others that have been written about the same topic?

4. CREATING CONTENT THAT’S DIFFERENT MEANS BEING CREATIVE. BUT EVEN IF YOU’RE NOT NATURALLY OOZING WITH CREATIVITY — ALL YOU NEED IS JUST A LITTLE TWEAK TO YOUR MINDSET.

“Creating content that’s different means being creative. But even if you’re not naturally oozing with creativity — all you need is just a little tweak to your mindset.” via www.noyalizor.com
“Creating content that’s different means being creative. But even if you’re not naturally oozing with creativity — all you need is just a little tweak to your mindset.” via www.noyalizor.com
“There’s NO such thing as a boring topic, only content creators who aren’t open to approaching seemingly dull topics with a fresh perspective, and treating every piece of content as something viewers will think of as valuable or enjoyable, as opposed to dull and forgettable.” via www.noyalizor.com
“There’s NO such thing as a boring topic, only content creators who aren’t open to approaching seemingly dull topics with a fresh perspective, and treating every piece of content as something viewers will think of as valuable or enjoyable, as opposed to dull and forgettable.” via www.noyalizor.com

What do I mean? Allow me to demonstrate:

A typical piece of content promoting a new product would probably include an article, some images or a catalogue-style video of the product along with product features, and a call to action encouraging people to try it or buy it. Right? BORING!

INTRODUCING… THE NO-RAINER!

9 Content ideas to get people excited about the No-Rainer umbrella

1. Talk about the inspiration that led to the creation of the product.
Who created it and why were they compelled to create it? Create a piece of content — or even a series of pieces — providing the backstory of how this particular product was conceived and the people behind it. And if it’s already an established brand with an interesting history, you can also talk about how it evolved over the years. If you give people a chance to get to know the people who created the product, they will have an entirely new perspective of the product itself.

“History of umbrellas” via www.noyalizor.com
“History of umbrellas” via www.noyalizor.com
“Quirkiness and an obvious willingness on your part to have fun with your marketing can be very endearing to your audience, and it will make your content more memorable.” via www.noyalizor.com
“Quirkiness and an obvious willingness on your part to have fun with your marketing can be very endearing to your audience, and it will make your content more memorable.” via www.noyalizor.com
I mean, come on! How cool is this image by ThePixelman! (via Pixabay)

It all comes down to this:

Going the extra mile to add some sort of creative element, perspective or ‘twist’ to your content can make all the difference to whether your audience is compelled to engage with it, or not.

Freelance writer with a soft spot for GIFs & chocolate soufflé. Get my free E-course on how to add ‘oomph’ to your email marketing: https://bit.ly/3IJJRP5 💌