How to Make Your Content Stand Out: The "Newness, Relevancy, Controversy" Framework
Here are 3 ingredients to create content that stands out:
Is your target audience already aware of the insight you’re sharing? If they've heard it hundreds of times before, they won’t pay attention to your message.
You can add some newness to it by adding a personal anecdote on how you used that advice successfully or giving tactical examples to highlight the point.
Does it align with your target audience’s goals? A post on how to use hair wax to style your hair might be new to your audience of B2B marketing leaders, but it’s not relevant to their goals (sorry, I couldn’t come up with a better example 😂).
You need to hone down on what they’re trying to accomplish and then create content that helps them achieve their goals.
Do you have an opinion that differs from the consensus in your industry? Don’t create controversy for the sake of controversy, but pay attention to when you have a viewpoint that is opposed to the consensus.
It’s often the polarizing posts that have the potential to go viral.