If you want to really make an impact with the content that you create, you need to develop a working list of content ideas that address topics that matter to your target audience. However, one of the most difficult and time-consuming aspects of content marketing is the brainstorming process of coming up with ideas to write about.
As you jot down your list of content ideas and perform some research online, there's a good chance that your topic has already been written about. In fact, in some cases, the topic has been addressed ad nauseam. Does this mean that the idea is too worn to offer a fresh perspective?
The answer is no, assuming that you will be offering your own unique point of view on the topic. The key to creating an original post surrounding an idea that has been frequently covered is having a strategy in place. Without creating a roadmap for your content, you risk creating another bland blog post that summarizes the other posts that you've read on the topic.
Tactics for Covering Topics That Have Been Addressed Ad Nauseam
If you're committed to offering something more for your readers than just rehashing content from similar blog posts, there are three tactics that you can embrace:
1. Use an analogy.
Depending on your industry and the nature of your business, sometimes the topics that you want to cover are not the most exciting. Also, if the topic itself is quite basic, you need to be able to add an ingredient that will peak your readers' interest. Our solution: use a fun, thought-provoking analogy that your audience can relate to.
When making an analogy, don't be afraid to connect something outside of your niche to your topic. For example, if you're a mortgage company and you're addressing how much house buyers can afford, an intriguing analogy to write about could be "How Eliminating Your Daily Pumpkin Spice Latté Will Help You to Afford Your Dream Home."
Keep in mind that analogies can come from anywhere. Consider your target audience and their interests when coming up with analogies to help you create a topic that will resonate with your readers.
2. Offer your unique point of view.
When covering a topic that has already been addressed by your competitors, a best practice is to acknowledge these articles, but share why your perspective should matter to your audience. Begin your post by explaining how your post will be different than any other article that readers can find on the topic.
With so much repetitive content floating around on the internet, your audience can become fed up with the one-size-fits-all solutions. Therefore, playing devil's advocate and offering a different perspective to the topic that has been addressed ad nauseam will help you to stand out from the noise. In fact, this tactic can help to position you as an industry authority. Just be sure that you include supporting evidence in your content to stand by your point of view.
3. Dig deeper.
If you're going to cover a topic that is already familiar to your readers, you need to give them something more than what they've previously read. Before choosing a popular topic to cover, ask yourself if it's a topic that you can dig deeper into and offer valuable nuggets of information.
There are many blog posts floating around on the internet that cap out at 500 words. With this word count, it's difficult to cover more than just the surface-level of the topic. If you have the time and capacity to write a longer post (in excess of 2,000 words) or e-book (in excess of 5,000 words), digging deeper into a topic that has been covered often is a smart approach for helping your business to stand out as a thought leader.
All in all, if you have some ideas that you want to incorporate into your content marketing strategy but have been reluctant to do so because the topics have been over-covered, using these three tactics can help you to create compelling and original content around frequently covered topics.
Let New York Ave Help With Content Creation
If you're like most business owners, you have the best of intentions with your content marketing strategy, but simply don't have the time to create high-quality content that connects with your audience. That's where we can add a lot of value to your business.
Our creative team at New York Ave can help with every aspect of your content marketing strategy, from brainstorming ideas to creating content and publishing it on a consistent basis. Contact us at New York Ave to learn more about our comprehensive content marketing program.