Content creators have an uncanny ability to stand out in the crowded digital space, often employing creative strategies that go beyond the obvious.
As marketers, there's a lot we can learn from these subtler, yet powerful, tactics to enhance our own campaigns and I'll be breaking them all down in this article
Here are 10 lesser-known skills that marketers can adopt from content creators to set themselves apart.
1. Utilize the Power of Micro-Moments
Why It Matters: Content creators excel at capturing micro-moments—those small, often overlooked opportunities when their audience is most engaged or seeking information. These moments might involve a fleeting curiosity or a quick need for inspiration.
How Marketers Can Apply It: By understanding their audience’s behavior throughout the day, marketers can identify and capitalize on these micro-moments. Providing quick, relevant content at the right moment allows for more meaningful connections with the audience.
2. Adopt a ‘Document, Don’t Create’ Approach
Why It Matters: Many content creators thrive by documenting their processes or daily activities rather than always trying to create something entirely new. This approach emphasizes sharing authentic, real-time experiences over polished content.
How Marketers Can Apply It: Marketers can produce content more efficiently while also building a deeper connection with their audience by adopting this technique. Sharing behind-the-scenes footage, process videos, or daily updates can humanize a brand and make it more relatable.
Eg: Start a series of “Day in the Life” posts or videos that showcase the people behind your brand. This could include team meetings, product development processes, or customer interactions.
3. Leverage Niche Communities
Why It Matters: While broad audience reach is important, content creators often find success by tapping into niche communities that are highly engaged and loyal. These smaller communities can be more valuable than larger, less engaged audiences.
How Marketers Can Apply It: Marketers can identify and engage with niche communities that are directly aligned with their brand’s values or product offerings. By becoming a part of these communities, brands can build strong, loyal followings that are more likely to convert.
Eg: Join niche forums, groups, or subreddits where your target audience is active. Engage authentically by participating in discussions and sharing valuable insights without overtly pushing your product.
4. Master Multi-Platform Storytelling
Why It Matters: Content creators often tell a single story across multiple platforms, with each platform offering a different piece of the narrative. This approach not only broadens their reach but also encourages their audience to follow them across channels.
How Marketers Can Apply It: Marketers can create campaigns that unfold over multiple platforms, with each platform providing a unique experience. This keeps the audience engaged and incentivizes them to follow the brand across various channels.
Eg: Design a campaign where a story starts on Instagram, continues on YouTube, and concludes on your website. Make sure each platform offers exclusive content to keep the audience hooked.
5. Story Consistency
Why It Matters: Many successful content creators tell one type of story over and over again, but in such creative ways that the audience never tires of it. This consistency builds a strong brand identity and helps the audience know exactly what to expect.
How Marketers Can Apply It: Marketers can take a similar approach by identifying a core brand story or message and finding different ways to tell it across various campaigns. This consistency reinforces the brand's identity and makes it more memorable.
Eg: Develop a core narrative that aligns with your brand values and mission. Use this narrative as the foundation for all your content, ensuring that every piece ties back to this central story.
6. Create More Video Content
Why It Matters: Video content is a staple for content creators because it allows them to connect with their audience in a more personal and engaging way. Videos are more likely to be shared, remembered, and can convey complex information more effectively than text.
How Marketers Can Apply It: Marketers should incorporate video content into their strategies to increase engagement and convey their messages more effectively. This could include anything from short social media clips to in-depth explainer videos.
Eg: Start with short, engaging videos that tell a story or solve a problem for your audience. Experiment with different video formats like tutorials, behind-the-scenes content, or customer testimonials.
7. Utilize Trends and Trending Content
Why It Matters: Content creators are often quick to capitalize on trends and viral content to boost their visibility and engagement. By staying on top of what's trending, they can insert themselves into the conversation and reach a broader audience.
How Marketers Can Apply It: Marketers can enhance their campaigns by tapping into current trends that resonate with their target audience. Aligning content with trending topics can increase visibility and make the brand feel more relevant.
Eg: Monitor social media platforms and news outlets to stay updated on trending topics. Create content that ties your brand to these trends in an authentic way, ensuring it aligns with your overall message.
8. Add a Face to Your Content
Why It Matters: Content creators often put a face to their content, which makes it more relatable and trustworthy. This personal touch can significantly inspire loyalty and customer support, as audiences are more likely to connect with a person than a faceless brand.
How Marketers Can Apply It: Brands can enhance their connection with their audience by adding a human element to their content. This could be through featuring team members, influencers, or even customers who can speak on behalf of the brand.
Eg: Feature employees or satisfied customers in your content to give your brand a face. Consider creating a spokesperson role for someone within your company to become the 'face' of your brand across social media and marketing campaigns.
9. Master the Art of Content Repurposing
Why It Matters: Content creators often maximize their content's reach by repurposing it in various formats across different platforms. This ensures that their message reaches different segments of their audience who may prefer different types of content.
How Marketers Can Apply It: Marketers can extend the life of their content by repurposing it into different formats—like turning a blog post into a video, an infographic, or a series of social media posts. This not only saves time but also broadens the content’s reach.
Eg: Identify your top-performing content and brainstorm ways to repurpose it across multiple channels. For example, turn a webinar into a series of short videos, a podcast episode, or a downloadable guide.
10. Do Not Always Promote Something
Why It Matters: Content creators understand the importance of providing value without constantly pushing for sales. By focusing on delivering content that educates, entertains, or inspires, they build a stronger, more loyal following.
How Marketers Can Apply It: Brands should focus on giving value to their audience without always trying to sell something. By providing valuable content, marketers can build trust and foster a more loyal and engaged audience.
Eg: Create content that solves problems, answers questions, or provides entertainment without a direct sales pitch. This could include how-to guides, industry insights, or fun, engaging posts that resonate with your audience.
Conclusion
Content creators bring a fresh perspective to the marketing online, often succeeding by focusing on subtle strategies that engages their audience. These strategies not only differentiate your brand in a crowded marketplace but also ensure that your content remains relevant, engaging, and impactful over time.
Incorporating these skills into your marketing toolkit can help you stay ahead of the curve and continually evolve with your audience’s needs and preferences.
8. Add a Face to Your Content
Why It Matters: Content creators often put a face to their content, which makes it more relatable and trustworthy. This personal touch can significantly inspire loyalty and customer support, as audiences are more likely to connect with a person than a faceless brand.
How Marketers Can Apply It: Brands can enhance their connection with their audience by adding a human element to their content. This could be through featuring team members, influencers, or even customers who can speak on behalf of the brand.
Eg: Feature employees or satisfied customers in your content to give your brand a face. Consider creating a spokesperson role for someone within your company to become the 'face' of your brand across social media and marketing campaigns.
9. Master the Art of Content Repurposing
Why It Matters: Content creators often maximize their content's reach by repurposing it in various formats across different platforms. This ensures that their message reaches different segments of their audience who may prefer different types of content.
How Marketers Can Apply It: Marketers can extend the life of their content by repurposing it into different formats—like turning a blog post into a video, an infographic, or a series of social media posts. This not only saves time but also broadens the content’s reach.
Eg: Identify your top-performing content and brainstorm ways to repurpose it across multiple channels. For example, turn a webinar into a series of short videos, a podcast episode, or a downloadable guide.
10. Do Not Always Promote Something
Why It Matters: Content creators understand the importance of providing value without constantly pushing for sales. By focusing on delivering content that educates, entertains, or inspires, they build a stronger, more loyal following.
How Marketers Can Apply It: Brands should focus on giving value to their audience without always trying to sell something. By providing valuable content, marketers can build trust and foster a more loyal and engaged audience.
Eg: Create content that solves problems, answers questions, or provides entertainment without a direct sales pitch. This could include how-to guides, industry insights, or fun, engaging posts that resonate with your audience.
Conclusion
Content creators bring a fresh perspective to the marketing online, often succeeding by focusing on subtle strategies that engages their audience. These strategies not only differentiate your brand in a crowded marketplace but also ensure that your content remains relevant, engaging, and impactful over time.
Incorporating these skills into your marketing toolkit can help you stay ahead of the curve and continually evolve with your audience’s needs and preferences.
