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E-Marketing Performance Blog

How to Write Content That No One Else Has

One of the most important things business owners often fail to do is to make their website remarkable. It really doesn’t matter what industry you’re in or how many other websites you’re competing against, making your site stand out from the pack is absolutely essential.

Nonsense. You're only saying that because no one ever has.Take the movie Avatar.

Plot: Tired.

Story: Been there, done that.

Acting and directing: Nothing special.

Special affects: Absolutely outstanding.

Worthy of a “Best Picture” nomination: Not by a long shot.

Worthy of a “Best Special Affects” Oscar: Without a doubt.

So, how is it that a story we have all seen played out in 100 different movies and “message” Star Trek episodes turns into one of the most popular movies of all time? It’s because James Cameron took a great heaping pile of “Meh.”, and made it all, “Oooh, shiny!”. It’s uniqueness overshadowed the complete and total hollowness of everything else on the screen.

A lot of business owners out there feel that their business is just the same old, same old. Nothing special there. But in reality, they can take what they are doing and turn it into something remarkable. And the easiest way to do that is through the content.

A vast majority of internet searches are informational. That means people are not looking for your products or services, they are looking for information about them. They want to learn something new. And, you can be the one to give it to them.

The key to creating unique content that searchers are looking for is keyword research. Let your keyword research become your idea generator for blog posts, articles, e-books, and whatever else strikes your fancy.

When perusing your keyword research here are a few things to look for:

Niche Areas, Easy to Rank Phrases, Highly Targeted Keywords, Info QueriesEasy to Rank Phrases: When looking for good traffic, you can always start with phrases that have little or no competition. Find queries that match what you provide that others have not yet optimized for. This gives you a chance to build up some rankings and traffic for good (yet lower traffic) phrases. You can immediately start siphoning off traffic from your competitors and start building a loyal audience that will keep coming back.

Niche Areas: Look for an area within your industry that your competitors are not covering or not covering very well. Find obscure topics that people are interested in, but, after conducting a few searches of your own, show that the available content on the web isn’t sufficient. This creates an opportunity for you to fill in the gaps and create authoritative information of your own.

Highly Targeted Phrases: These are long-tail phrases that are very targeted for your audience, addressing specific areas of interest. Highly targeted phrases are generally pretty easy to get ranked but they also bring in an audience that has a very specific need. Write information that targets these searchers by providing new information, a new spin, a new take on, or a new way of looking at things.

Info Queries: These often fit into the categories above, but are queries performed by people looking for information and nothing else. They are typically the queries with a question that answers questions, such as “how to…” or “what is…”. These queries provide a great opportunity to provide content beyond simple text. “How to” videos, diagrams, flash animations, and podcasts are all great ways to provide this type of content in a way that people find valuable. Telling someone how to do something is great, but showing them how to do it is even better.

Just because you are providing a product or service that someone else is, that doesn’t mean you have to provide content that someone else has. There are plenty of ways to step outside of the box and provide valuable information that nobody else is providing. Look for these opportunities, and take advantage of them . . . before someone else does.

Inconceivable ContentThis post was inspired from The Princess Bride themed presentation I gave in early 2010 at SEMpdx’s Searchfest titled Inconceivable Content: The Dread Pirate Robert’s Guide to Creating Swashbuckling Content, Pillaging the Search Engines, and Commandeering a Treasure Trove of Conversions. If you enjoyed this post you also might enjoy other posts inspired from the same. Search for “inconceivable content” on this blog to find them all.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

2 Responses to How to Write Content That No One Else Has

  1. Dave Kinkade says:

    Stoney, thanks for the thoughtful post. It is always a good reminder to be creative and seek opportunities to think outside the box. I’ve gotten a few new ideas for content from this. Thanks!

  2. It’s hard to have a unique content for highly targeted keywords, I think the best way around it is exposing your own secrets about that topic to really shine from the rest of the pack. I guess reading through your competitor’s content will also be helpful, and listing what their content is lacking.

    Besides, the real battle is not based on how you rank on search engines, it should be focused on how you can convert your readers into loyal followers.