Overcoming Content Overload: 4 Tactical Ways to Create Content That Stands Out

Content shock is a real and growing challenge for today‘s marketers. With the sheer volume of blog posts, videos, podcasts, and social content being published every day, it‘s harder than ever to grab audience attention and rise above the noise.

Consider these stats that highlight the content deluge:

  • 95% of B2B marketers are using content marketing in 2023, up from 93% in 2022 (Content Marketing Institute)
  • Over 3 million blog posts are published every single day (Semrush)
  • The typical B2B buyer engages with 13 pieces of content before making a purchase decision (Forrester)
  • 44% of executives feel overwhelmed by the volume of content they face daily (Gartner)

With the flood of content being produced across channels, how can you ensure that your brand‘s content offerings actually get seen and drive meaningful results for your business?

Standing out requires a strategic approach focused on quality over quantity, a willingness to experiment with new formats and tactics, and a relentless commitment to providing unique value to your audience. Here are four tactics to help you overcome content shock and create content that resonates:

1. Prioritize originality and depth

In a crowded content landscape, rehashing the same generic advice as everyone else is a surefire way to get ignored. To capture attention, your content needs to say something new and substantial. That means conducting your own research, taking a contrarian stance, or exploring topics in greater depth than your competitors.

Andy Crestodina of Orbit Media recommends aiming for "primary source" content—content that provides original data, quotes directly from experts, or draws from your company‘s unique experiences and perspectives. "In a world of copycat content, original research stands out," he says.

This is backed up by Backlinko‘s analysis of 912 million blog posts, which found that:

  • Articles that contained new, original research got 44% more social shares than articles without any data
  • Long-form content (posts with 2000+ words) gets 77% more links than shorter content on average

For example, Salesforce publishes the State of Marketing report each year based on a survey of 7,000 marketing leaders from around the world. By providing new data points and takeaways, the report has become a go-to resource that reliably attracts links and exposure for the brand.

Takeaway: Aim to create content that provides new information, insights, or angles your audience can‘t find elsewhere. Don‘t be afraid to go in-depth on niche topics that are highly relevant to your buyers.

2. Embrace interactive content

With audience attention spans shrinking and screen time increasing, interactive content has emerged as an extremely effective way to engage distracted audiences and provide a more immersive content experience.

Interactive content can take many forms, from quizzes and assessments to calculators, interactive infographics, 360 videos, augmented reality, and beyond. The key is that the audience can actively participate in the content rather than passively consuming it.

The appeal of interactive content for brands is clear:

  • 96% of marketers agree that interactive content enhances audience engagement (CMI)
  • Interactive content generates 2X more conversions than static content (Kapost)
  • Quizzes have an average lead capture rate of 31.6%—compared to just 3% for traditional lead forms (LeadQuizzes)

SEO firm Orbit Media redesigned its website to prominently feature its new Website Grader tool, which allows users to enter a URL and instantly receive an in-depth report on how well the site is optimized. The results? Over 1 million site grades completed and a 63% increase in qualified leads.

Takeaway: Look for opportunities to incorporate interactive elements like quizzes, tools, and dynamic visuals into your content mix. Not only will this capture more engagement, it will also differentiate your brand as innovative and customer-centric.

3. Build an owned audience through community

Amidst ongoing changes to social media algorithms and rising digital advertising costs, savvy content marketers are focusing on building owned communities where they have more control over audience relationships and interactions.

This can include private Facebook or LinkedIn groups, branded forums, Slack communities, text messaging lists, or even in-person events. The goal is to create an engaged community around your content and brand that you can reliably reach over time without fighting the algorithms.

For example, the Content Marketing Institute runs a private LinkedIn group called the Content Marketing Professionals Network with over 12,000 members. The group allows marketers to ask questions, start discussions, and network with like-minded peers, while keeping CMI‘s brand front and center.

Inviting your audience into an owned community also opens up new content opportunities, like:

  • Soliciting content ideas and feedback directly from your audience
  • Showcasing user-generated content
  • Sparking conversations that can fuel new content angles
  • Beta testing interactive content, like courses or tools, with a highly engaged subset of your audience

Building a community does require consistent effort and community management resources. But the payoff in terms of direct audience relationships, retention, and customer insights can be substantial.

Takeaway: Consider how you can foster more community and two-way dialogue with your audience, whether through private social groups, live events, or audience collaboration. Focus on providing value to the community and empowering members to connect with each other, not just pushing your own content.

4. Focus ruthlessly on content promotion

Given the vast competition for audience attention, even the most exceptional content will fall flat without a clear promotion plan. Yet many marketers still pour the majority of their resources into content creation, neglecting the critical work of ensuring that content actually gets seen by the right people.

To maximize the impact of your content efforts, promotion must be treated as an essential part of the content process, not an afterthought. In fact, many experts recommend spending at least as much time promoting content as you do creating it in the first place.

Effective content promotion can encompass a wide range of owned, earned, and paid channels and tactics:

  • Email marketing to your blog subscribers and customer lists
  • Social media posts, both organic and paid
  • Targeted social ads to specific audience segments
  • Paid content discovery and native advertising (e.g. Outbrain, Taboola)
  • Guest posting and contributor columns on relevant industry publications
  • Influencer outreach and link building campaigns
  • Content syndication and reprints on third-party sites
  • Keyword-optimized social posts for search visibility

The right promotional mix will vary based on your audience and goals, but the key is to build promotion into your workflow from the start so that each new piece of content has a tailored plan to reach its maximum audience.

Takeaway: Develop a checklist of promotional tactics to execute each time you publish a new piece of content. Constantly test and optimize your approach based on the results. And don‘t be afraid to put paid dollars behind your highest value content assets to amplify reach.

Stand Out & Succeed in 2023

Content marketers cannot afford to blend into the background in 2023 and beyond. Amidst the crush of competing content, brands must focus on providing exceptional audience value through original, deeply researched, highly engaging content experiences.

By embracing tactics like interactive content, community building, and robust content promotion, content leaders can overcome content shock and build lasting connections with their customers. Remember, your audience‘s time and attention are precious—so make sure every piece of content you create is worthy of that investment.