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How to create unique content that stands out
Executive overview
Most blog content is a rehash of what already exists. Unique content — built from proprietary data, industry experience, or expert access — is what earns links, traffic, and customers.
Even new bloggers can gather original data, develop genuine insights, and interview experts. The barrier is effort, not resources.
The less willing people are to do the hard work of originality, the less competition you face.
Three sources of unique content
- Data your company or work produces
- Insights from your own industry experience
- Stories from people you have access to
How to stand out as a newcomer
- Challenge conventional wisdom with your own hands-on experience
- Act as a journalist: survey or interview a large number of practitioners
- Combine a contrarian angle with real data to build credibility
- Even a low-traffic blog can earn hundreds of links with a genuinely original piece
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