Our world is overflowing with free content and it's *way* more than we could ever consume. And as more social platforms pop up to share your content on, you're at the mercy of the ever-changing algorithms as trends come and go. In today's episode, I'm sharing my 3 top tips for creating standout content in a noisy online world.

– Why choosing your platform is more about being consistent than the platform itself—there's no one “right” platform to use.
– The importance of being intentional and strategic with your content, while focusing on your business goals and vision.
– Why sharing what other people are sharing is a sure fire way to get lost in the crowd—while it probably won't get you any haters, it won't get you any true fans either.
– The value of meeting your audience where they're actually at, rather than where you *think* they're at.
– How creating content for education is much more effective than content created to entertain.

In a world overflowing with free content, how do you ensure that your content stands out? Today, I want to share a few strategies for making sure your content doesn't just add to the noise, but actually adds value and stands out.

The Problem with Content Marketing Today

We have more content pushed into our faces than ever before. Instagram Reels, TikTok videos, email inboxes, podcasts, Facebook groups—you name it. We're bombarded by content every single day. But we can only consume so much in the time that we have.

Social media algorithms are designed to keep us hooked. The longer they keep us on their platforms, the more content we consume, the more ads we see, and the more profit they make. TikTok does this particularly well with its For You feed—a never-ending stream of full-screen videos that can keep you scrolling forever.

When a new platform or format launches, like Instagram Reels, there's initially less noise, so your content can reach more people. But as more people start using it, it gets harder to stand out. The early days of a new platform are often when experts pop up saying, “You have to be on TikTok,” or “Reels is the best way to reach new people.”

While there's often some truth to these statements, they can also be misleading. They can make solo business owners feel like they need to be on every platform and do all the things, leading to burnout. But here's the thing: there is no one best platform. There are many different ways to grow your business, each with its own benefits and drawbacks. Anyone telling you otherwise is probably trying to sell you something.

More Content, Less Visibility

As more people use a new platform, the amount of content increases. For example, I used to post an Instagram Reel and reach 30,000 people; now, I'm lucky to get 5,000 views. It's not necessarily the algorithm's fault. Often, it's about the content you're posting. If your content is relevant and engaging, it will find its audience.

In podcasting or blogging, this can manifest as slow growth. People might consume your content but not come back for more or take any steps to engage further. It's easy to blame the algorithm, but the real question to ask is: What about my content isn't resonating?

The Good News

You can still create content that stands out. Before diving into the tips, there are a few prerequisites:

1. Stick with a Platform: Whatever platform you choose—whether it's a podcast, TikTok, YouTube, or a blog—stick with it for at least 12 weeks. Don't jump from one to another because the grass seems greener elsewhere.
2. Be Consistent: Consistency doesn't mean posting every day; it means showing up regularly. Find a schedule that works for you and stick to it.
3. Prioritise Content Creation: Many business owners struggle with consistency because they don't prioritise content creation. Make it a crucial part of your weekly routine.

Consistent, great content is how you build an audience that knows, likes, and trusts you enough to buy from you. It's not about going viral; it's about showing up consistently.

3 Tips for Creating Standout Content

1. Share Content Others Are Afraid to Talk About

A surefire way to blend in is to share the same tips and tricks as everyone else. Safe content might not attract haters, but it won't earn you true fans either.

I'm not suggesting you be controversial for the sake of it. But if you hold a strong, unpopular opinion or have a personal story you're afraid to share, that's often the content that will resonate. Sharing these things makes you relatable and memorable.

2. Meet Your Audience Where They Are

When you're an expert in your field, it's easy to approach every topic from an expert's angle. But sometimes, you need to put yourself in your audience's shoes.

Understand their knowledge gaps and struggles. Use their language, and solve their smaller problems first. This approach helps you empathise with them and make your content more relatable.

For example, if you're sharing tips on maximising running workouts, but your audience struggles just to get out the door, your content will fall flat. Find out what's stopping them and address those issues first.

3. Go Deeper

In a world dominated by short-form content, go against the grain by creating in-depth, long-form content.

Short-form content is great for entertainment but less effective for education. If you're selling services or expertise, your marketing should focus on education. A thousand-word blog post or a ten-minute podcast episode can offer more value than a ten-second TikTok.

Yes, long-form content takes more time, but it also has a longer lifespan. Repurpose it for short-form content to maximise its reach.

Action Step

Pick a platform to share long-form content and commit to posting one piece of content each week. Whether it's a blog, email list, YouTube, or longer Instagram videos, find a format that suits you and allows you to go deep into topics you're passionate about.

Remember, it's not about the platform itself; it's about consistently sharing valuable content that resonates with your audience.

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