There is no single way to create content that is better than your competitors. Many strategies work well. Standing out means using those strategies to create a unique point of view to capture audience attention and provide content aligned with consumers’ needs. Copying another brand’s strategy wholesale won’t be helpful. Your target demographic will see you right through this tactic and pass you by.

If you’re feeling outpaced by your competition, don’t fret. Luckily, there are proven ways to boost your content strategy and come out on top. Below are three strategies that will improve your content game no matter your starting point.

1. Know Your Competitors

Serena Williams didn’t win the biggest matches by stepping onto the court blindly. She knew her competitors’ strategies because she and her coaches watched and rewatched them play. On the court, she was able to anticipate their next move before they took the shot. If you want to win against your competitors, you must be aware of how they’re playing. You need to know how they are engaging their audiences and how they are driving interest in the marketplace.

Conducting a competitor analysis will allow you to stay on top of trends while also keeping a watchful eye on your rivals. This analysis should include everything from their content marketing strategies to market positioning to SEO metrics. The process should be ongoing, especially if you’re in an up-and-coming industry where new players are entering the game frequently.

This type of analysis can be a heavy lift, and if you’re a smaller team, you may not have the bandwidth to conduct it on your own. However, by leveraging a competitive content analysis tool, you can easily start to see your competitors’ strengths and weaknesses. This tool gives you the inside scoop, such as the top SERPs for your industry, and allows you to capitalize on potential content gaps. It also helps you paint a better picture of your competitors so you can anticipate their next move and come up with a better shot.

2. Encourage Interaction and Engagement

Audiences are pulled in various directions each and every day. An Instagram ad directs them to one site to make a purchase, while a Google search brings up hundreds of retailers. Unless a consumer has a personal connection to your business, they are just as likely to buy elsewhere. However, by encouraging interaction and engagement with your content, you can draw consumers into conversation. This, in turn, will make them start forming a positive association with your brand.

HOKA, an athletic shoe brand owned, creates engaging content via their online blog and social media. Some of their content spotlights runners within their community, highlighting their racing achievements no matter how small or large the accomplishment. This type of content encourages interaction as it pulls at readers’ heartstrings, creating a meaningful connection between the brand and its consumers.

The type of interaction you elicit through your content marketing efforts may be different. Perhaps, like LEGO, you ask your audience for their ideas to drive product development. Maybe you run regular giveaways for those subscribed to your newsletter or social media channels. You can — in fact, you should — also read and respond to all comments about your brand, addressing even negative reviews in an efficient manner. These engagement strategies may seem minimal at first, but they can make a major difference when in consumer retention.

3. Be Selective About Where You Publish and Post

There are millions of sites and platforms where you can publish your content. While it may be tempting to push out your content to as many places as possible, be discerning. Not all sites are reputable, and publishing on them could actually tarnish your brand’s reputation. Syndicating content can also be enticing, but it means you relinquish some control. Some blogs may only republish portions of a full article, diluting your message.

Being selective also means choosing which platforms you want to fully utilize. In addition to your website, social media channels like Facebook, Instagram, LinkedIn, TikTok, and others may be calling your name. Yet if your audience isn’t on some of these channels, prioritizing them is a waste of time. Gen Z and Millennials are loving TikTok right now but aren’t as excited about Facebook as Boomers. Narrow your focus to see where you can get the best results and best return on investment.

Once you know where your audience is, then you can develop a content strategy that meets them where they are. Don’t be misled if a competitor is trying out a TikTok strategy but you know your audience still leans heavily into Instagram. Create content that resonates with your consumers, posting it on channels where they’re organically searching.

Takeaways

You might think that you have to go head-to-head to beat out your competition. While this is one approach, you can also create your own lane. Put your audience first, engage with them, and know where they are searching for content. Then, create compelling content that answers their questions and goes a step further to address unmet concerns. These tactics will leave you on the top of the podium.