Creating consistent, interesting content is key to maintaining an online presence. But the internet is littered with repetitive, unoriginal content, adding to the noise and making it difficult for your business to stand out. If you want your brand to be seen and heard, you have to break the mold.
What exactly is “unique” content?
Before diving into the tips we have for you, we need to clarify some misconceptions about what unique content is. Many people think it’s simply about not getting flagged for plagiarism, but that’s only part of it.
Your web content needs to be original, yes, but it also needs to provide a new take, offer insights that haven’t been explored, or be written in a style that’s all your own. In other words, it needs to offer something new and different that your audience hasn’t seen before.
If your content is the same as everyone else’s—in the same tone, style, and to the same level of detail—it’s not going to make an impact regardless of your objective.
You’ve probably read countless blog posts and articles that were by quickly-forgotten authors or brands because they just regurgitated the same old information. We call this practice “duplicating” or “spinning,” and it’s something you should avoid if you want your business to succeed.
On the other hand, if your ideas are fresh, relevant, and provide value to readers, they’re much more likely to remember you. That’s the goal you should be aiming for with every piece you create.
With that in mind, let’s look at specific ways to make your content more unique.
1. Use proprietary data
Supporting your business content with data is always a good idea, but using data that only your business owns is even better. This data could stem from customer surveys, internal research, or even sales figures.
If you have unique data that helps to back up your claims or arguments, share it. Not only will this make your content more credible, but it will also make it more unique to readers and search engines.
Your competitors probably don’t have access to this data and, if they do, it’s likely to tell a slightly different story based on their specific business model and audience.
Just be sure that the data you use is relevant to your topic and audience and that you present it in an easy-to-understand way. No one wants to wade through a sea of numbers unless there’s real value in it.
Remember that sample size is important, too—if you’re only basing your claims on a small data set, it may not be as persuasive as you’d hope.
2. Conduct interviews with subject matter experts
Another way to source unique content is to interview experts in your field. Whether it’s customers, employees, business partners, or academic specialists, there are a lot of people who can (and want to) provide valuable insights. And since these insights are coming directly from the source, your audience is unlikely to find this information elsewhere.
When conducting an interview, prepare ahead of time by coming up with a list of questions that will help you get the information you need. We recommend reverse engineering the questions you want to ask by considering what kind of quotes and soundbites will be best for your content. It’s also important to be respectful of your subject’s time, so don’t go off on tangents or ask irrelevant questions.
Once you have the interview, you can repurpose the content in many ways, such as turning it into a blog post, podcast episode, or even a series of social media posts.
3. Be opinionated
In the world of content marketing, it’s generally accepted that you should strive for an objective tone or at least back up claims with firm evidence. After all, you don’t want to turn off potential customers by taking a hard stance on a controversial issue.
However, there’s writing opinionated content can help you build authority with your audience and gives you a competitive edge. Opinionated content doesn’t have to be controversial. It simply indicates that there is a human behind the brand and that you’re not afraid to share your thoughts and opinions.
For example, if you’re creating a consumer goods blog post about new technologies, you might list out all the emerging tech before sharing your opinion (or your brand’s philosophy) about which technology is best for your audience.
Only write opinionated content on topics you’re knowledgeable about and that won’t damage your brand’s reputation. And as always, back up your claims with data where possible. Misinformation is never ok, no matter how well-intentioned it may be.
Be careful not to come across as too aggressive or arrogant, and ensure you’re still providing value to your readers. Opinions should be sprinkled throughout your piece rather than becoming the main focus.
4. Write customer stories or case studies
Few things are more persuasive than a customer story or case study. When done well, they show that your product or service provides real value to real people. You can use this type of content to highlight specific features or benefits, show how your company has helped someone overcome a challenge, or present what your customers say about you.
A few tips for writing customer stories or case studies:
- Get permission from the customer to share their story.
- Center the customer story, not your product or service.
- Be specific. Generic stories are forgettable, so the more specific you can be, the better.
- Use direct quotes. Customer quotes add credibility and make the story more relatable.
- Keep it concise. Although a case study is a form of storytelling, it isn’t a novel.
You might start by reaching out to your most engaged customers or superusers to see if they’re willing to share their stories. You might be surprised at how many people are happy to help.
5. Use personal narratives
In a similar vein, personal narratives can be a great way to connect with your audience and add personality to your brand.
Many companies take their audience through an “entrepreneur ride-along,” in which they tell the story of how the company was started. These stories can be inspirational, relatable, and helpful in humanizing your brand.
Other personal narratives might be more focused on a particular challenge and how you overcame it. These stories can help your audience see how much you care about your work and industry, and how dedicated you are to solving problems.
Whatever type of personal narrative you choose to share, make it honest and authentic. Don’t try to make yourself look perfect — we all have flaws, and your audience will appreciate your vulnerability.
6. Look for unique long-tail keywords
Finally, one of the most obvious (but often overlooked) ways to create unique content is to target unique keywords. If you’re targeting the same keywords as everyone else, your web content will blend in with the rest. But if you can find keywords specific to your business or industry, you’ll be able to create content that might not have as much competition.
To find unique keywords, start by brainstorming a list of terms associated with your business. These could be products, services, industry jargon, or anything else you can think of. Once you have a good list of potential keywords, use a tool like Google Keyword Planner to see how many searches each keyword gets per month.
For example, if you sell furniture, some of your keywords might be “sofa,” “couch,” or “chair.” But if you add a unique keyword like “mid-century modern couch,” you’ll be able to target a specific niche that might not have as much competition. Once you’ve found a few unique keywords, incorporate them into your content or create an entire post about them.
7. Outsource your content creation
Creating unique web content can be challenging, but it’s well worth the effort. Another way to ensure your content is truly unique is to outsource it to a content writing service. A good content service will be able to put your unique perspective into words, and they’ll also have the skills and experience necessary to ensure that your content is error-free and engaging.
Draft is the go-to option for businesses that want to outsource their content creation. Our team of professional writers can help you create unique blog posts, eBooks, and other types of content. If you’re ready to take your marketing to the next level, sign up today to try the cutting-edge content platform.