In a world where everyone is vying to be heard, the most powerful move is often to say something truly worth listening to. In today’s fast-paced business landscape, where innovation occurs at breakneck speed, it’s easy to assume that every market niche has been explored and every customer need addressed. Yet, hidden within this seemingly saturated environment lies a powerful concept that forward-thinking businesses are leveraging to revolutionize their industries: narrative whitespace.

Defining Narrative Whitespace

With our team at BMV supporting hundreds of venture-backed startups and B2B tech companies over the last few years with developing narratives, we’ve become increasingly aware of narrative whitespace. In short, narrative whitespace represents the untapped areas of opportunity, the unspoken needs of customers, and the innovative solutions that have yet to be realized. It goes beyond simply finding a gap in the market; it’s about uncovering the deeper, often unarticulated desires of your audience and crafting solutions that resonate on a fundamental level.

In an age where content saturation is the norm—with 91% of B2B marketers engaging in content marketing—the ability to identify and leverage whitespace has become more crucial than ever. It’s not just about being different; it’s about being meaningfully different in ways that truly matter to your customers.

The Power of the Unsaid

How do you make your voice heard in a cacophony of marketing messages? This is where narrative whitespace comes into play. It’s not about finding topics no one is talking about—in today’s interconnected world, that’s nearly impossible. Instead, it’s about identifying the nuances, the deeper questions, and the unconventional perspectives that others have overlooked.

To uncover these opportunities, start by asking yourself the right questions:

• What’s the question no one’s asking?
• What’s the perspective that’s being overlooked?
• What’s the connection that hasn’t been made yet?

By focusing on these questions, you can uncover fresh angles and insights that resonate deeply with your audience.

6 Strategies to Find Narrative Whitespace

1. Analyze Competitor Content: Review the blogs, whitepapers, case studies, and webinars produced by your top competitors. Note recurring themes, topics, and angles they focus on. Through this analysis, identify areas that competitors are failing to address.
2. Identify Common Themes: Look for patterns in competitor content. Are they all emphasizing the same benefits or targeting the same audience segments? By spotting these common themes, you can identify opportunities to differentiate your brand.
3. Deep Dive into Audience Psychographics: Go beyond demographics to understand the underlying fears, aspirations, and biases of your audience. Tools like Sparktoro can offer insights into the content your audience consumes, revealing potential gaps.
4. Embrace Contrarian Thinking: Challenge industry assumptions. This doesn’t mean being controversial for its own sake, but rather questioning the status quo to uncover fresh perspectives.
5. Cross-Pollinate Ideas: Some of the most innovative whitespace comes from the intersection of different fields. Ask questions like “How might concepts from psychology apply to supply chain management?” or “What can B2B marketers learn from the world of fine arts?”
6. Listen to the Whispers: Pay attention to the questions asked in Q&A sessions at conferences, the discussions in niche LinkedIn groups, and the concerns voiced in customer support tickets. Often, these quiet signals point to unaddressed needs.

Putting Ideas into Motion

After identifying potential narrative whitespaces within your industry, it’s time to develop unique content that addresses these gaps effectively. Here are some initiatives to consider:

• Blog Series: Write detailed articles and guides that delve into the identified whitespace topics. Include specific examples, success stories, and practical tips to engage your readers and provide actionable insights.
• Whitepapers: Develop comprehensive whitepapers that explore your audience’s unaddressed needs. Provide actionable strategies, industry benchmarks, and future trends to guide your readers in navigating these challenges.
• Case Study Library: Build a library of case studies showcasing how various sectors benefit from your solutions. Ensure these are detailed and include metrics to highlight the success and effectiveness of your offerings.
• Webinars: Host webinars featuring industry experts discussing best practices related to your whitespace topics. Incorporate real-world examples and facilitate interactive Q&A sessions to enrich the learning experience.

Once your content is live, it’s crucial to monitor and adapt your strategy. Regularly assess the performance of your content through engagement metrics and audience feedback. This will allow you to refine your approach continually, uncover new narrative whitespace, and ensure your content remains relevant as market dynamics evolve.

The Risks and Rewards

Venturing into narrative whitespace isn’t without risks. There’s a reason why certain topics become popular—they often resonate with a broad audience. By definition, whitespace topics may have a smaller initial audience.

However, the rewards can be substantial. In a study by Edelman and LinkedIn, 55% of decision-makers said they use thought leadership to vet organizations they may hire. Furthermore, 57% said thought leadership directly led to awarding business to an organization.

By occupying a unique narrative space, you position your brand not just as a provider of products or services, but as a thought leader shaping the future of your industry.

A Call to Curiosity

As we navigate the increasingly crowded content landscape, the ability to identify and leverage narrative whitespace will become a key differentiator. It requires a blend of analytical rigor, creative thinking, and a deep understanding of your audience.

But more than anything, it requires curiosity—the willingness to ask “why not?” when everyone else is asking “why?”. In these quiet spaces, and in the gaps between the dominant narratives, lies the essence of truly impactful content—content that doesn’t just capture attention, but captivates the minds of its audience.

Embrace the power of narrative whitespace, and transform your B2B marketing strategy from mere noise to a compelling symphony that resonates with your target audience.