You can be interesting even when everything has already been said

Being an avid writer, I still get goosebumps whenever I think of writing on a new topic. But considering the amount of content produced these days, there is no denying that almost everything has been already said. Especially when you talk about marketing a business.

‘Don’t let work become a cause of stress for your team. Start using a project management software.’

Perhaps you are running a bakery shop. Or, maybe a soap manufacturing business. Or, perhaps an IT company. There are hundreds of others who are part of the same niche within your region. Let’s not even get to the competition at global level. And they are all marketing their business, which is similar to yours.

Owing to the immense competition you can expect that almost everything you want to convey to your customers has already been written or said. Now comes the challenge - how can you make your content interesting in such a case?

In this post I am going to share ideas on how to do that. The art to create something your target audience is going to love. And, also the common mistakes you are making with it. So, let us begin -

Become a storyteller

Every business has its story. What’s yours? Why you started it? What are you trying to achieve with it? These are some of the things that can entice the audience towards your business. After all, there are thousands of others in competition. And they are also selling what you are selling. So, why should someone choose you?

You need to give the audience some food for brain. This will help them figure out why they must prefer you instead of others. The audience need to know your story. The better you are at storytelling. The more effective your marketing endeavors are going to be.

And it’s not a new concept. As mentioned by Susan Gunelius - ‘Brands of all sizes realize the need to entertain their customers and prospects via the age-old method of storytelling.’

The mistake businesses are making is that they center their efforts around selling. They do not focus on creating a connection with the users. And that’s where storytelling can be of great help.

Turn it into a message

We humans are emotional creatures. We can connect with a brand that conveys an emotional message. It is human psychology. So when it comes to spreading brand awareness, marketing teams need to find a message. A message that can relate with their business story.

For instance, the challenges faced while setting up the business. Or, maybe something about your industry that you are trying to change. Trust me - people are tired of reading those sales pitches. And also those direct messages saying - ‘BUY OUR PRODUCT!’

When you are sending a message to audience they can clearly identify your brand in the crowd. They can connect to the problem you are trying to solve. And, they can share their views about the same. This builds a communication bridge, and you can gain their trust. As a result of which, the audience is able to better connect with your brand and buy your product. 

Solve a problem

Another effective strategy you need to focus on when trying to win audience is to show that your business is solving a problem. Let them know that you are here to solve a problem. Focus on creating content that provides a solution to any problem they might face related to your industry.

For instance, if you are into technology create help pages with solutions for every single problem that a person involved in your industry might face. Digital Ocean is a great example of this. These guys just nailed it with their help pages in their respective field. And the result is quite evident. Their growth curve has seen a sharp rise over a short time span.

Smartness is not in knowing all the stuff, it lies in sharing it with others so that you can solve their problems. If you want to be that smart business, then focus on creating solutions for people. It is going to be a tedious process. But, the results are going to help you land in the successful place where you always wanted to be.

That’s about it. Center your marketing endeavors around these three points. And, you will see that audience will start to connect with your brand. They will start to resonate with your marketing gimmicks. You will be able to take your brand identity to a level where you always expected it to be.

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Vartika Kashyap is a seasoned marketing professional who is an expert in digital marketing and entrepreneurship. She’s been featured among LinkedIn’s Top Voices for the year 2016. Connect with Vartika on LinkedIn, Medium and Twitter.

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