In the past few years, content marketing has exploded from a relatively new concept to the industry standard. Everyone from marketers in Utah to entrepreneurs on the East Coast creates content, which means it’s becoming ever more difficult to be relevant. With so much content available, how can you make your content stand out?
Take a minute and think about Lady Gaga. That’s right, Gaga. You’re thinking, “What in the world does Lady Gaga have to do with content marketing in Utah?” Well, wherever she goes, the woman stands out. Her popularity soared because she was able to find a niche audience and give them what they wanted.
Being relevant in content marketing follows this same principle — the Gaga principle, if you will. The Gaga principle states that to be relevant your content must be unique, be directed to a specific audience and be valuable to that audience.
When we say that your content should be unique, you say, “duh.” However, creating unique content is easier said than done. Writers tend to glean inspiration from others, but if you search “content marketing in Utah” and then write an article about the exact same topic as the top article on the web, you’re just saying something somebody else has said in a different way. Search the web for ideas, but instead of looking at what is out there, ask yourself, “What isn’t in these search results? What is missing?” That’s what you should write about.
The more specific your audience, the better. The most common problem when creating content is trying to appeal to multiple audiences at once. Pick one, and the more niche the audience the better. Don’t just write for adults ages 18–30. Write for adults ages 18–30 in Utah who own dogs. When this demographic searches, your content will appear instead of being lost in a sea of hundreds of pieces.
After you select a niche audience, write content that is valuable to them. The best content gives people useful information. A good rule of thumb is that the more in-depth your content is, the more valuable your content will be.
You can make your content relevant. You really can. It takes time, research and planning, but it’s worth it. By working to give a specific audience unique and valuable content, your popularity will grow. As Lady Gaga would say, you’re on the edge of glory.