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The art of standing out: How brands can beat content oversaturation

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In today’s saturated landscape of digital media, where every scroll is a step forward to endless streams of posts, being memorable for a brand can be quite a challenge. 

Deep into the swirl of multiple buzzwords, slick close-up shots, and sometimes mindless cat videos – today, brands no matter their product-meets-people service – are easily forgettable. While the battle to be remembered continues, evocative social media advertising companies still go back to the advertising nostalgia of the 90’s –  a young, free-spirited girl, dancing her way to the cricket ground with a bar of Dairy Milk and cheering for her favourite batsman – an evergreen brand story that is still fresh in 2023.

Great brands simply leave extraordinary memories. Extraordinary experiences are difficult to craft in bulk. The customer journey has to be special and seamless – one that isn’t ridden with a peak moment on Day 1 and a plunging, forgettable low on Day 2. 

Today,  the volume of content present on the internet has surpassed our limited human capacity to consume it and act on it. According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. Therefore, the way we consume and retain things in 2023 has shrunk even more. The way we learn, engage and retain information has changed.

Therefore in this journey of crafting a story that sticks, it is important to say something deeply relevant that lasts beyond a fleeting marketing trend; and a memorable marketing story, even today, thrives on the mix of human insight and honesty. 

Each day, the average connected person is exposed to over 5,000 ads. 

How can your brand break through this tipping point of content saturation?

1: Create a memorable journey – not a memorable moment.

The secret sauce involves weaving a deep connection with your audience through consistent story-telling that rides on a beautiful, positive emotion. Thus, solidifying the authenticity of your brand and reigning strong through the waves of virality and trends. Position your brand as a steady person and not as a product or service. Talk about what goes into the making of your product, what is the core brand value, how is your brand’s journey adding meaning to a customer’s experience? 

Emotional resonance has always been the cornerstone of brand awareness – be it the childlike promise of “daag acche hain” (celebrating life without the worry of dust) or the empowering joy of DTH connections that made its way to Indian homes with “isko laga daala toh life jingalala.” A leap of faith backed by insight and powerful story-telling has transformed some of the world’s most memorable brands. 

2: Identify and engage with the right customer 

Identifying your target audience is crucial when you’re looking to make an impact that can generate sales. For instance, if your space is sustainable fashion; it’s important to understand that your audience isn’t just interested in the latest trends but they are eco-conscious fashionistas from Tier 1, Tier 2 cities who yearn to advocate style sustained by nature. By targeting communication to this specific group and crafting content using keywords tailored to behaviours, choices and personalities, one is able to truly resonate with their needs. Therefore, by focusing on a specific niche, one is able to foster a credible bond with the right messaging.

3: Visuals speak a thousand words

Capturing the audience’s attention through arresting visuals is a great way to break the monotony of words sometimes. In a visually-stunning world of  Facebook, Instagram and Pinterest – often a brand’s visual presentation builds a better connection with the audience. This concept of “word of eye” is not only designed for B2C companies but B2B brands as well. Consistent visual storytelling can be a smart way to build brand retention. Today, consumers simply expect brands to be visually topnotch. Relying on the power of images, motion and emerging technologies can fully draw customers into a brand’s story.

4: Quality over quantity: Be a connoisseur and not a collector

Are you focussed on making stuff or making memories? Imagine you’re at a buffet, and there are two options before you. On one side, you have a massive spread of traditional dishes and on the other side, there’s a carefully curated selection of gourmet delights – each dish promising a unique burst of flavour. 

Now, think of these choices as your approach to building personalised content creation. Will generalised content, churned out every day add more meaning or will selective content that appeals, engages and educates will add greater remembrance? Original research and insight based content can be a game-changer for businesses looking to be ahead of the game. A study by Demand Gen Report shows that 62% of B2B buyers consume three to five pieces of content before engaging with a salesperson. Providing unique insights and research-backed information positions your brand uniquely while enabling a conversation with the target audience. 

5: Riding the wave of UGC 

User-generated content (UGC) is like your audience joining in. Reply to comments, ask questions, build a transparent channel of communication with your audience. Think about it this way: your brand becomes the host who knows how to keep the conversations flowing, the laughter ringing, and the excitement building. For instance, if you’re a travel company, how about asking your followers to share their most epic travel tales? A simple invitation to open up a conversation with a brand’s TG can lead to a captivating thread of adventurous anecdotes, making the page a hub for thrilling travel stories. Roping in the power of real individuals, fosters a sense of community and authenticates one’s brand. Strengthening engagement with UGC is another channel that propels and advocates authentic content. 

Content marketing services are growing exponentially and so is content fatigue.

According to a research paper, 90.63% of content gets no traffic from Google. By creating a new paradigm to change the way brands stick and be in the other 9.37%, it’s imperative to refresh and optimise our verbal dialogue with customers and inspire a break from the monotony.


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