The main dilemma here is whether startup tech entrepreneurs should still hold content marketing in high esteem, pursuing it as a main strategy, or whether they should move onto other techniques.
Generally, there are still plenty of opportunities for content marketing success. However, you’ll need to plan your strategy differently if you want to thrive in a saturated environment.
The first step is taking the time to research your competition. Even if you’re in a relatively new market, there are probably hundreds, or even thousands of businesses like yours already engaging in content marketing. Your first job is to determine just how good these competitors are and what kinds of tactics they’re using. This will help you immensely in the next step of the process.
If you want any hope of succeeding in the saturated world of content marketing, you need some way to stand out. If your brand looks like a hundred others, nobody will even notice your business—let alone trust you.
After researching your competition, you should have an understanding of what your competitors are doing, what they’re doing well, and where they’re failing. Use this information to come up with a plan to distinguish yourself. In which ways is your brand unique? How can you position your brand uniquely in this environment?
For example, can you target a different demographic? Can you master a specific type of content? Can you appeal to your audience using different channels, or a different distribution method?
Common, generalized topics have already been done to death. They might get high search volume and lots of attention, but there’s no use going for them—they’re already oversaturated. Avoid this dilemma by writing content in a more specific niche; the more specific your topic is, the less likely it will be to have been covered in the past, and the fewer competitors you’ll face.
You can’t have competition for something that’s truly original. Unfortunately, most generalized topics have already been explored—but you can always pave new ground in the realm of research. Present new statistical information or new findings to your audience, and carve out a new area of exploration.
Depending on the resources you have available, you could launch a scientific study, analyze data you’ve gathered from customers, or just run simple surveys and report on the results.
Keep an eye out for new content marketing trends, including new platforms and channels that haven’t yet been flooded with new content creators. These are prime opportunities to distinguish yourself—and tap into resources before your competitors. New channels are risky, because they haven’t been tested, but if they happen to take off and you’re one of the earliest adopters, you could benefit massively.
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