“Everyone’s a blogger these days - why would anyone want to read what I have to write?”
If I had a dollar for every time I heard this…
I get it. The world is drowning in content. Why add another article to the ring? Surely there’s enough blogs about your industry to fill a thousand libraries, and then some?
Probably. But that doesn’t matter. Blogging is not a competition - it’s a communication channel. It’s an avenue for connecting with your customers (and hopefully acquiring some new ones).
You don’t have to win over the world with your words. You just have to win over your dream customers.
If you write for your dream customers - and your words are authentic to your brand and business philosophy - then you will have a good chance of standing out in a crowded blogging space.
No one else’s dream customer is exactly the same as YOUR dream customer
No one else’s brand and business philosophy is exactly the same as YOUR brand and business philosophy
No one else is you, which makes you unique and interesting (by default)
Or, as the eloquent Charles de Lint says: “Don’t forget - no one else sees the world the way you do, so no one else can tell the stories that you have to tell.”
In other words, I believe the secret sauce to standing out in a crowded blogging space is your favourite piece of new-age advice: Be Authentic. Be Yourself.
Before you cringe and stop reading (or rush to publish your innermost thoughts), hear me out.
I’m not suggesting that you remove all filters and bare your soul (unless that works for you), but rather that you go back to marketing basics:
Who are you trying to serve?
What is your business vision?
Without crystal clear answers to these questions, you will likely feel as though you are writing to a faceless audience. And how can you make your blog stand out from the crowd if you don’t even know the crowd you’re writing for?
When you’re clear on who you're trying to serve and your vision for the business, then I truly believe you will be able to create original, unique content that speaks to the heart of what your dream customers desire.
Of course, I’d suggest working with a copywriter to polish your ideas, make sure your content flows and is free of typos, and to help you strike a balance between oversharing and business-friendly authenticity (shameless plug).
With that philosophy in mind, here are a few other ways I believe you can make your writing stand out in a crowded space:
Write often. It’s hard to build trust by publishing one blog post a quarter. Write weekly or fortnightly so people can follow your journey and get to know the ins and outs of your biz.
Get social. Share snippets of your daily life on social media so people feel like they are getting to know you. I personally enjoy Instagram, but Facebook and LinkedIn are also great.
Have fun. People can tell if you hate writing or if you’re writing about a topic that bores you. Write about the things that you can’t stop thinking about. Write about your hobbies or your cats. Have fun with your words - don’t view writing as a chore.
Be helpful. Don’t write about your cats if your dream customer hates cats. Pick topics that will help your readers. Be generous with your knowledge and give away valuable content for free.
Respond to readers. When someone interacts with your post, show them you’ve noticed! Respond to comments, reciprocate by checking out their blog - just make sure they know you care.
Feel like you’ve heard this all before?
Okay, you got me: I’m not sharing any groundbreaking information, here. I believe that standing out in a crowded space is as simple as creating authentic content that’s true to you and your brand.
In a space where everyone is trying to be different, the best thing you can do is BE YOU.