In a sea of content, sometimes the best way to stand out is with sub-specific content.
To give you some examples, here are some ways that I do that:
- Instead of writing for consultants, I write for marketing consultants.
- Instead of writing about marketing, I write about daily emails, or recurring systems, or leading indicators.
- Instead of writing about general strategy, I write about making trade-offs and placing bets.
- Instead of writing about client management, I write about calling out the emotions in the room.
The more specific your topic and/or audience, the easier it is to go deep and stand out.
General content gets lost in a sea of noise. To stand out, be specific. Be sub-specific.
It works with content and positioning, by the way.