What do you do if your content strategy isn't helping you stand out from competitors?

When strategy doesn't work we tend to look at the content and the strategy itself but there are other factors that influence its success. I would actually start with looking at the goals (of both our strategy and the business itself), framework, contributors, and resources. Assessing whether anything has changed since we've begun implementing our strategy and whether we have the consistent and high-quality contributions we relied on when we formulated said strategy, can highlight gaps between our assumptions, expectations, what we planned for, and the realities of the business. That's where you'll usually find challenges.

Great content isn't just about standing out; it's about leaving an indelible mark on the hearts and minds of your audience. To truly differentiate ourselves, we must first understand our competitors but then boldly redefine the rules of engagement. Our content must embody our essence, our passion, our raison d'être. We don't just create content; we craft experiences that inspire, educate, and delight. Quality trumps quantity, always. We must innovate relentlessly, experimenting with new formats and distribution channels to reach our audience where they are. But above all, we must remain true to our vision, listening intently to our customers, and fearlessly iterating until we've created something truly extraordinary.

1. Conduct a thorough competitor analysis. 2. Identify unique selling points (USPs) and capitalize on them. 3. Refine target audience personas. 4. Experiment with different content formats (e.g., video, podcasts). 5. Enhance storytelling techniques. 6. Focus on niche topics or untapped areas within the industry. 7. Increase interactivity and engagement with the audience. 8. Collaborate with influencers or industry experts. 9. Utilize data analytics for insights and optimization. 10. Implement SEO strategies to improve visibility.

Know your brand thoroughly. Every brand has something unique in its product or its story that makes it stand out. Use that and weave it into your strategy and content to go beyond promoting products. take Apple for example. There are so many brands that make mobile phones but it uses its unique story of innovation to be more than a company that makes gadgets.

Content strategy creates a user or customer journey using content. If it isn't helping you stand out, it means you're offering the same journey everyone else is. When that happens, the leaders win. If you're not a leader, be a challenger. Be different.

Additionally, playing back to the physiological attributes of customer personas can illuminate the path forward. By delving into the psychological and behavioral aspects of your audience, you can craft content that speaks directly to their needs, pain points, purchasing triggers and desires, fostering a deeper connection and engagement. Harnessing this understanding can transform your content from mere information to a powerful tool for building relationships and standing out in a crowded digital landscape.

Tested personally. Here's what you can do : 1. Revisit your target audience (TG). 2. Identify who you are creating content for—is it the immediate client or the end consumer? 3. Study competitors and learn from them. 4. Engage in trial and error (keep testing until you find a strategy that works). 5. Once you find it, seek ways to improvise and align it better with business goals. PS: One of the major reasons your content strategy isn't making waves or yielding results is because you haven't addressed all the W's and H's of your business.