Dare to be different… I dare you

The conversations I have with small business owners and prospects regarding content marketing tend to follow a familiar path.

Few usually need much convincing that they should be doing more on the marketing front. Most understand that a combined strategy that blends an engaging and consistent social media presence with regular content creation is the way to go. The problem and stumbling block usually comes back to cost.

Many (not all) want to spend as little as possible and get maximum return.

Of course, we all want that! Nobody wants to pay over the odds for anything. Everyone wants to be happy with what they are getting for their money.

A dose of reality usually keeps us in check. However, some prospects still expect to get ‘more for less’ and still see instant results.

It’s not going to happen. So, we don’t end up working together – and that’s fine. There will never be any hard feelings from me. You’ve just got to move on.

Doing more of the same and expecting a different outcome

Typically, I deliver packages of services for clients. This usually consists of a blog every week and social media content creation and management throughout the month. Some clients opt for a ‘full-service’ package, adding email marketing and social ad campaign management into the pot too.

It works. All the content that a brand uses in its marketing is now created with a consistent voice. One person (me) has the overview and comes up with a marketing strategy that the client is happy with. The business essentially gets a part-time copywriter/marketer to work for them, without all the normal overheads and hassle of having an in-house employee.

But there’s a problem… if every SME is doing broadly the same thing when it comes to content marketing, there comes a point when it is going to cease to be successful.

And that’s because of the major problem: formulas.

The problem with formulas

I know that what I do works. But I also know that I need to try and stay one step ahead of the pack. Every business needs to keep pushing and tweaking their marketing strategy.

The simple fact is this: doing something that works (even doing it really well) isn’t going to work forever.

If you do more of the same – the same things that your competitors are doing – what is it that will make you stand out from the crowd?

So, now that more SMEs are getting their blogs right, their social media right, and their content in general is of a better quality, the need to do things a little bit differently becomes greater still.

Because when things begin to get formulaic, you become predictable.

And predictable means you are boring.

Dare to be different… with a vlogpodblogcast

There are plenty of tips and tricks to use when it comes to creating great content. These are the approaches that generally get good results. You shouldn’t stop using them – not at all.

But that doesn’t mean that you shouldn’t also experiment and try new things.

There will always be more people that tag along for the ride rather than set trends themselves. There are always going to be more sheep than shepherds.

But your business doesn’t have to be following and copying all the time.

Imagine how powerful your content marketing strategy would be if it included blogs, video and podcasts?

What better way is there to build trust, expand reach and position yourself as a thought leader?

You can tweak similar content to fit different formats. This way, the people who only consume podcasts – or videos – aren’t missing out on your blogs.

Similarly, you can tailor content to particular forms at certain times, and for different audiences and purposes.

Either way, your reach and your audience are going to grow.

You could try combining all three – the soon to be massive… er… vlogpodblogcast!

You heard it here first.

By all means, follow the lead of others and the advice of experts. But why not try things out for yourself from time to time?

New and different approaches won’t work all the time. Some might even fall flat on their face.

But there’s no way everything you try will fail.

And when something works, it (and your business) will be remembered.

If you want to kick start your marketing with a strategy that mixes up the tried and tested with the creative and imaginative, let's chat.