Join Roberto Blake for an in-depth discussion in this video How do I stand out in a saturated market?, part of Online Video Content Strategy.
- One of the biggest challenges for online content creators is market saturation and standing out. I know that this can feel like an uphill battle. You probably feel like there are a million people doing whatever it is you're doing. There are a couple of things that you need to keep in mind here. One, you only need to care about being in the top of the market if it all possible. It doesn't matter how many people are doing something. What matters is being one of the few people who does it very well. You want to be in that top 20%. That being said, you also could just decide to differentiate yourself from the majority of the market.
There are a couple of ways you can do this. You could focus on some kind of specific, unique value proposition that's based on your strengths and your personality, or you can go ahead and you can get into a narrow niche of the market. You can get very specific and granular about what aspect of the market your content is going to address. I'll give you a real-world example. There are so many great channels on YouTube that talk about photography and camera gear, but of all the people talking about photography, there are very few people who talk about the business of photography exclusively.
They talk about getting clients and about selling products around your photography. There is almost no one in that market that only is focused on that aspect of it versus being more general. So that's something that you could look at in that situation, or another version of that would be focusing on a different type of segment of the audience, the absolute beginner. Instead of having the broad range of people who could be beginner, intermediate, or advanced photographers and making content for everybody, you could focus exclusively on a smaller segment of the market, and in this case the entry level of the market, and do very well.
I use photography just as a practical example of something that you know is wildly saturated, but this would apply to almost any niche, any vertical, any demographic. Focus on either playing to your strengths, a specific segment of the market, or providing something that is very unique in terms of an approach to content.
- Preproduction and planning
- Production: camera, lights, and audio
- Video editing and post
- Online video platforms
- Understanding your audience
- Making awesome content
- Releasing the right volume of content at the right times
- Developing a content calendar
- Video optimization strategies