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How to create compelling ad content to stand out from your competition

August, 4 2023

When it comes to advertising your products or services, standing out from the crowd is crucial. You want your current and potential customers to understand what you offer while also providing enough information that they take the next step to learn more. 

And you most likely have to do this all within a few inches, seconds or minutes, depending on your advertising medium. 

So how can you create the type of ad content that makes someone take notice of you and your business? 

Start with the end in mind.

Think about the problem or issue your customers might be experiencing and then identify how your product or service solves it. Once you know how you can solve their problem, develop content that specifically addresses that.

Knowing important keywords means the content will resonate with your desired audience, but don’t focus on only that aspect of your ad content. In a world that is quickly embracing all things AI-related, make sure the content sounds like an actual human wrote it. Don’t be afraid to use humor or warmth to connect emotionally with your audience if that makes sense for your brand. Customers appreciate authenticity, and according to the 2023 HubSpot State of Marketing Report, “emotional creative strategies” help evoke warmth and humanity and are also quite effective.

Along the lines of authenticity in your ad content, share your business’s values whenever you can. Millennials and Gen Z are especially loyal to companies whose purpose and brand values align with their own. If you can solve their problem and connect with them on a personal level, you’re right where you want to be. 

Be where your audience is. 

Depending on who you’re trying to reach, you’ll want to deliver ad content to them where they already are. Older customers will connect with television and newspaper ads while younger audiences relate more to social media and influencer marketing. Gen X and Millennials respond well to loyalty programs. Know who you’re trying to reach and where they are spending their time so you can deliver effective content to them. 

When it comes to these different advertising platforms, keep in mind that each one is different so your content should be as well. Even if you are trying to communicate the same message across multiple platforms, be sure to tailor your content specifically to each one. Even the most effective content for a TV ad won’t replicate perfectly on TikTok or Instagram. 

Speaking of TikTok, short-form video is still the most popular and effective format for reaching new audiences, according to HubSpot. In fact, online video will likely account for more than 80% of all web traffic this year. Even though blogs, social media shopping tools and influence marketing provide the highest return on investment (RIO), it’s a good idea to consider how your video content aligns with an overall marketing strategy. 

If you don’t yet have a specific video strategy, you can still create compelling content to educate your audience about your products or services or develop brand awareness. The most effective videos you should be creating right now are explainers, webinars and those that answer a frequently asked question, according to Wistia’s 2023 State of Video report. Creative video content can directly influence whether your audience chooses to purchase your product or service, and your audience wants to see more videos from you. So go ahead and give them what they want. 

By meeting your audience where they are, you’ll be delivering timely solutions that resonate with your customers.

Get right to the point

Time is a precious commodity. That means you don’t have a lot of it to reach your audience. But compelling content doesn’t equate to long or complicated. Tell them how you can meet their needs and exactly what they need to do to make that happen. Be concise. Consider effective imagery that supports the words you’re using to connect with your audience. 

Make your calls to action as easy as you can, so make sure your content delivers that as simply as possible. Buttons and links should stand out from the rest of your content. If you make things too complicated or hard to find, your customer will not spend time digging around for what you should have put right in front of them. 

Additionally, the most compelling ad content loses all effectiveness if you aren’t thinking about mobile-friendly design. According to HubSpot’s State of U.S. Consumer Trends, 56% of those surveyed use their mobile devices to search for answers online, with Millennials being the most likely to use their device at 74%. Additionally, when it comes to shopping trends, more than half of those surveyed choose their device for online shopping, with Gen Z leading that trend at 74%. 

Respect your customer’s time by delivering an effective message right to them, and they’ll honor you in return with their business.

If you’re looking for some help or expertise creating compelling ad content, let us know. Our advertising team can help you create a plan to deliver your message exactly where you want it to go. Email us at to get the conversation started.