Content marketing guides have been repeating this statement over and over again: unique content is extremely important. How important is it, exactly? What goals will it help you achieve? What will happen if you don’t pay attention to the uniqueness of the content you produce?
Well, that’s what we’re here to discuss today: the essential role of unique content in contemporary marketing methods. By the end of this article, you’ll understand why you need to invest effort and resources into the production of original, appealing, and creative content.
Understanding the Types of Unique Content
Although the first thing that comes to your mind is a promotional article with keywords and links that guide to your site, online marketing content comes in many forms. These are only few of them:
9GAG, one of the most popular websites at the moment, practically built its reputation on memes. Over time, memes have become an efficient marketing tool that attracts not only tons of shares, but creative comments and Photoshop battles as well. Memes are cool because they are unique, popular, memorable and fun.
These are becoming cooler than ever. When you think of comics as a marketing method, the first association that comes to mind is The Oatmeal. Matthew Inman is very successful in using his strength (which is comics, duh!) to promote upcoming projects.
When someone wants to pay for a product or service, the first thing they do is read reviews. Marketers understand that natural human instinct of relying on other people’s experiences. That’s why they encourage reviews for the projects they promote.
Writing services company reviews are a great example of how this strategy works. Although companies get both good and bad reviews from different users, they still benefit from the publicity because when they deliver great work, they want their target audience to know about it.
● Livestream videos
Now that Facebook supports livestream, this form of marketing is more popular than ever. It helps organizations and individuals to share unique messages with the target audience and strengthen the bond they have with the base of social media followers.
They are cool because they enable you to compress factual data and complex information into a visual publication that’s easy to digest.
There’s something that connects all these types of marketing content. Originality, uniqueness, non-plagiarism… you may call it whatever you want. The lesson is that your content has to be different from anything else your audience has seen.
How Unique Content Works in Practice
You know all about search engine optimization. You’re aware of the fact that if you want to get your website onto the first page of Google’s results, you need to offer as much content as possible, as well as backlinks, mentions and comments.
However, you also know that Google is not interested in serving senseless context with tons of useless keywords in it. Its main goal is to deliver high-quality solutions to its users’ queries. It’s your content that makes you an authority in your niche. Needless to say, you won’t see the same topics and tips featured in the results. Google offers alternative solutions to its users, so it’s clearly focused on uniqueness.
Here are a few examples that prove how important uniqueness is in content marketing:
Example 1: Buffer’s Open Blog
Buffer is a social media management tool that already had great popularity among its target audience. The product is great, but the marketing that stands behind its status of an authority is even greater. The Open Blog was a genius idea that enforced the feeling of community among its users. When you read this blog, you feel you’re in a private meeting with people you’ve known for your entire life.
With this project, Buffer used storytelling as an effective method of generating great volumes of unique content for its website.
Example 2: GetResponse Engages Influencers
GetResponse is an e-mail marketing tool with a very successful blog. The idea of featuring recommendations of influencers is not new, but it was masterfully implemented in this case. Each famous customer shares a unique story structured in the form of a case study. Potential users of the service see the actual progress in these people’s projects after they started using the tool.
Example 3: Presidential Campaigns
We’re not taking sides here; there is something very wrong in both Hillary Clinton’s and Donald Trump’s marketing campaigns. Instead of seeing them focus on everything good they can provide, they instead focus on trashing the competition. OK, that strategy may work in political marketing, but it’s detrimental to the success of any other campaign.
Let’s go back to the reviews we mentioned earlier. You’ll see companies encouraging their users to provide their feedback. That’s a great way to get unique recommendations that would drive more people toward making the deal. What you don’t see, however, is that many companies implement blackhat content marketing strategies; they hire people to trash the competition. This method may also result in unique content ideas, but it won’t bring benefits for your campaign in the long run.
What you should focus on is the value your audience gets through your products and services. You’re allowed to compare them to the competition, but always focus on how great you are instead of how bad the competition is.
The creativity factor in content marketing is the foundation of the campaign’s success. The three examples mentioned above prove that unique content can backfire on you. You definitely need an out-of-the-box approach to get noticed in the chaotic competition in the online world, but don’t forget you need to keep touch with reality. If you notice that something is not working, keep looking for solutions and always make them as unique as possible.