Standing Out in an Information-Rich and Time-Poor Society

In marketing and growing your business, one trick of the trade is getting into your customers’ minds and figuring out the best ways to reach them. What are they looking for? What will make them pause and look at you?

There’s one particular blend of challenges that has proven tricky for brands in every industry. We live in an information-rich and time-poor society.

Consumers are flooded with information from all angles, and they don’t have time to read, watch, or listen to it all. That puts you in serious competition with other brands that want to attract the same customers you do.

Fortunately, there is plenty you can do to turn the tables in your favor.

There’s no step-by-step, guaranteed way to make your company and your content stand out above the crowd. There are strategies that will help dramatically, though, so let’s start there.

Focus on Your Brand

Let’s say a consumer has Googled a particular topic and they’re scrolling through the search results. Among the thousands of pages that come up, how do they choose the few they want to read?

The consumer sees your website listed as the publisher for one of the pages. If they’ve never heard of you, they scroll on past. If they recognize your name, on the other hand, they’re more likely to click because they feel like they can trust you more than the companies they don’t know.

Your brand is a key way to make this happen. Strategic branding will make you more memorable and recognizable, which is often all it takes to make you stand out among competitors.

Cultivate the Right Brand

Speaking of that brand you’re building, you need to choose your brand correctly. You want to be memorable, but beyond that, you want to be trusted and respected.

In other words, branding isn’t just about making waves. It’s about building a reputation that makes customers see your content and say, “Oh, that was published by So&So Brand? I can trust them, I’ll see what they have to say.”

Put Out the Right Information

Your customers are information-rich and time-poor, but so are you. You have a limited amount of time to produce content that will pull in consumers.

For that reason, you need to be strategic in the content you choose to create. Review the latest search trends to see what consumers are looking for.

For instance, let’s say you’re a hair salon so you check the Google trends for hair care. You see that many people are searching for hair care related to Taraji P. Henson. You could write about titled, “How to Get Hair Like Taraji P. Henson” or something similar.

Specialize Your Brand

When consumers are looking for information and when they’re looking to shop, they want to feel heard and understood. The more relevant your information is to them and their exact needs, the more receptive they’ll be.

This is why you need to specialize your brand. You can’t be all things to all people, and if you try, you won’t stick out as an expert in anything in your customers’ minds.

Niche down to a particular audience that you want to appeal to. Maybe you want to be the hair salon that specializes in textured hair or the automotive seller that specializes in pick-up trucks. When you choose a more precise specialty, your content is more relatable to that audience and you’re seen as a credible expert in the niche.

Blend Quality and Quantity

Quantity is important in producing your branded content. After all, the more content you have out there, the more often people will find it.

At the same time, don’t get into a flurry of putting out as much information as possible while skimping on quality. If a consumer reads a low-quality piece of content from you, that’s the end of your ability to earn their trust. They aren’t likely to give you another chance or become a customer.

How do you find that perfect balance? That’s where a brand strategist comes in. We can help you develop a content plan that lays out the type of content you need and when you need it. This makes it easier to stay on track and consistently publish content that will grow your brand.

Taking Steps to Survive in an Information-Rich and Time-Poor Society

In the game of attracting customers’ attention within an information-rich and time-poor society, you’re up against stiff competition. How do you stand out and make a name for yourself?

It all comes down to developing your brand and putting out content that matches it. To start that adventure, call our brand strategists to learn more.