Creating better content boils down to effectively communicating with your target audience.

Do you ever feel like some Instagram posts are just carbon copies of each other in your niche?

When I was working as a journalist, an editor once told me that you don’t have to be first, you just have to be better. She was talking about the rush to hit publish on a story before a competitor broke the news, but it applies here, too.

If you’ve been in the online space for more than a minute, it’s easy to see that what you’re posting about has most likely been covered by a competitor. You’re not alone — and it’s nothing to get down about. Even the greats have pointed this out.

Mark Twain once said, “There is no such thing as a new idea. We give them a turn, and they make new and curious combinations.”

I don’t want to harp on the “no new ideas” concept, but rather the point about “new and curious combinations,” because that’s exactly what we can do with our content!

Create Better Content than your Competitors

Putting your own spin on information and actionable tips that appeal to your target audience is the fastest way to stand out among your competition. Here are some quick tips that you can apply today about how you can create better content that your audience will take notice of when you post.

1. Make your Content Hyper-Relevant to your Audience

Creating a superior content experience with every piece you publish is the top content marketing strategy for 2022. In essence, this means becoming a part of your customers’ world by providing consistent, engaging, and inclusive content that boosts customer loyalty.

This empathetic marketing is the strategy of conceptualizing content through the eyes of your ideal client in a manner that addresses your target audience as humans and not just followers, potential customers, or even a fan base. It’s relatable and relative content that gives a warm hug.

Creating better content can be achieved by identifying ideal clients’ pain points by considering their goals, questions, and stumbling blocks and then asking yourself how your content can solve their problems.

The world’s best brands are taking a hard look at these questions.

  • Who are our customers, and how are they consuming our content?
  • What struggles are they facing, and why are they turning to our content for help?
  • What motivates them to take action, and how can we meet them where they’re at to solve their problems?

Answer these questions, and your content strategy will be built upon solid footing in 2022. The bottom line is that the most memorable content will improve the overall customer content experience.

2. Go Deeper on the Topic

Where can you dive deeper into the subject? Is there an opportunity to add more relevant and up-to-date information to your posts that your audience would be interested in hearing? These questions can help you post with purpose.

The aptly named A.C.E method of creating content will help you come up with new and more impactful posts. It’s also a great strategy for repurposing content you previously posted.

  • A is For Adjust: Ask Yourself What Needs to be Added, Removed, or Re-Worded?
  • C is Combine: Where Can You Combine Related Content to Provide New Value and Meaning?
  • E is for Expand: Is there an Opportunity to Expand on Something You’ve Already Done to Dig Deeper into the Topic?

You can think of the A.C.E model as content upgrade prompts.

3. Convey your Content Better

It’s not just about what you say, but how you say it. Having a working knowledge of how your audience prefers to consume information will automatically help you create better content for your ideal clients. (Pro tip: Use Instagram stories to poll your audience).

Different content formats serve different purposes and help achieve different content marketing goals. For example, if your goal is to increase reach, creating sharable content is a good way to achieve that goal. The most shared types of content include infographics, relatable quotes, memes, short-form videos, and news-worthy information. So before you hit publish, ask yourself, is there a better way to present the information to make it shareable?

Using different Instagram formats — e.g. single feed posts, carousels, reels, etc. — can also help you convey your message while achieving your content goals. For example, multi-slide Instagram carousel posts have a high impression rate. It’s a great way to share in-depth content without overwhelming your followers’ Instagram feeds with multiple posts.

Read more about the benefits of each type of Instagram format.

If you have a lot of content already, ask yourself where you can go the extra mile to covey your message. For example, if you have multiple blog posts that you could assemble under one topic, you can turn them into an E-Book?

To do so, choose five to six blog posts that would fit well together, copy your content into a Word document, edit where necessary to ensure a logical flow of text, and write additional “fill in the blanks” content needed.

Keeping these concepts in mind will help you create better content than your competitors, and more importantly, content your audience will love.

Have any questions about crafting a content strategy for your ideal audience? Drop a question in the comments section below.


Hi, I’m Cyndi the owner of Ascent StoryCraft. I’m a content marketing strategist with more than 12 years of experience helping companies large and small build beloved brands, through thoughtful content creation.


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