What is a Unique Content Concept?
content strategy plan
The unique content concept relates to search engine optimization and outstands from the competition with its value and perspective. Value is what gives you an edge over the crow and pushes your blog posts or any content type higher in search engine rankings.
Why Is Unique Content Important for Your Site and Search Engine Optimization?
There are many reasons why unique content is crucial for a site.
Uniqueness fills customers with value and develops long-term relationships with them.
Original articles help you improve Domain Authority and boost your SEO.
You will get more backlinks! It is a direct indicator of value for Google.
Your value-charged blog posts will top search engine rankings.
Consistently producing unique content will help you improve your sales and conversions.
Creating Unique Content vs. Duplicate Content vs. Plagiarized
Unique (Original) Content
Creating any content types: including blog posts & articles, infographics, and white papers, requires utmost dedication. But with all the noise on digital platforms, it is worth the effort as blogs with different ideas will break the ice in competition.
If you decide to add uniqueness by providing personal knowledge to your blog posts, your website will see significant benefits.
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| Uniqe Content Idea |
Duplicate Content
Duplicate content appears on the internet in various places per single URL. So if texts appear more than once on your site, you have duplicate content. That way search engine bots struggle to understand which one is more relevant for specific queries.
For example, we do not recommend using the same texts for keyword research in all your articles. Try to use different wording and diversely present the same ideas.
Plagiarized Content
Plagiarized content is the opposite of unique content. Some companies also prefer producing plagiarized content and trying to outsmart the algorithm. But, this effort always ends with failure as Google penalizes any site that violates its core policy and steals others' work.
How to Create Unique Content?
When we say unique content, we don't mean that you have to reinvent the wheel. We say that you can present the subject with your uniqueness and style to get the reader's attention.
Uniqueness is no longer nice to have. Now it is necessary to survive in the fierce competition. Your brand will only thrive in today's environment if it differentiates!
content marketing ideas 2022
Create Persona for Content Marketing Strategy
Creating personas is essential to developing a unique content marketing strategy and understanding who your audience is. Each company should walk in the customers' shoes and understand their needs, problems, and challenges detailly.
Before you jump on identifying painpoints, you should first create the general profile of your audience.
Demographics - gender, age, ethnicity, income, etc
Goals and values - what are the goals and standards or judgment they stand on?
Behaviors - how do they act in specific situations?
Challenges - what are the challenges they want to tackle to simplify their daily lives?
Source of Information - what channels do they use to receive information? (Social media, digital media, tv, magazines, personal experiences)
1. Conduct market research. See what is trending on Google Trends, research your competitor content products, and do not forget to run the internal survey.
Therefore, you will be able to pull the data regarding their needs and behaviors.
2. Use the abovementioned insights and build customer profiles. Again, include specific demographic information (age, income) and traits (values, views, interests)
3. Once you have a clear picture of your persona, you can define other aspects of your unique content marketing strategy – tone of voice, readers guide, etc.
Yes, indeed, it is a complex task. But you will be able to plan and produce unique content that resonates with your audience!
Keyword Research
Keyword research is an integral part of any article production. Moreover, it is the fundamental step for understanding your customers and blog idea generation.
Content with a good keyword research background is more visible, relevant, and value-driven. Keywords are clues for google. You need keywords on your page to be relevant to what people are typing in so they find your unique content among the results.
You will also need tools like Semrush and Ahrefs to conduct thorough keyword research.
Furthermore, you should distribute keywords strategically throughout the blog to help search engine bots index your blog posts. Make sure to include keywords in:
Meta title
Meta description
Alt text
Headings
Links anchor text
Content text
Ideation
One of the most critical aspects of the content marketing world is taking initial steps on idea ideation. We recommend you use a hub and spoke strategy to develop article ideas and understand a single subject in 360° view.
Hub and spoke model focuses on a comprehensive pillar page that discusses several related topics. After providing some information about the subject, you transfer readers to your other article to explore the issue in-depth.
It is a more organized brainstorming concept. Once a reader enters your webpage, you keep him engaged with several articles, never leaving your site.
Set Up Content Calendar
Once you create the list of upcoming articles, you should find the best way to plan, produce, and measure your unique content.
One of the best ways to tackle the challenge is by creating a content calendar. A content calendar is a simple method to coordinate all the actions and divide your workload into clear, manageable pieces.
Here are some tips for setting up a unique content calendar:
State your goals
Choose the platform where you will execute the calendar
Define your content writing style guide
List preferrable content types
Create a list of upcoming blogs
Set clear goals and deadlines for each article
Create Brief
A content brief is a set of requirements and recommendations for blogs. It's like a recipe, with specific instructions on what is needed to make the final products successful. A meeting is not a content brief, and neither are your jumbled meeting notes. A good brief provides a written record of content expectations —including what should the blog cover, how it should match search intent, etc
Briefs are vital for SEO content, as they provide goals and structure for writers. Going slightly overboard than leaving out information is always better when creating briefs. And while most briefs will look different depending on the project, there are some general best practices that all briefs should follow:
Start with a primary keyword or overview of subtopics/long-tail keywords
Questions the content should answer
The rough outline of the content and sections
Goals for the content
How the writer should match search intent
Recommended word count
Deadlines and milestones
Requirements for internal and external links
Background research
While all of this might seem daunting, don't worry! We have free templates available on our website to help get you started.
Start Writing Unique Content for Blog
When it comes to creating unique content, the most important thing is to start writing.
Many people get hung up on the details, such as what they should write about or how they should say it. However, these are things that you can figure out later top. The most important thing is to start putting words down on paper (or onto a computer screen).
It doesn't mean that you shouldn't plan your content. Planning is essential for creating high-quality content. However, don't spend too much time worrying about the small details. Just get started writing and worry about the finer points later on.
Edit the Draft & Check Unique Content
As you work on your writing, keep in mind that proofreading is not the last step of the editing process. You should expect to find errors as you go along - it's normal! However, don't let this stop you from progressing through the draft. Fix what you can as you go and save the complex fixes for later. This way, you'll at least have a complete piece to work with when it comes time for a final edit.
Promote Content
No doubt that content creation is crucial. But, coming up with a strategy to promote your pieces - blogs, articles, white papers, etc. is equally considerable. You have invested so much in your content! Thus, make sure to include promotion in your unique content production workflow.
Companies that started producing content in the early days had a much more comfortable environment. All they did was publish blogs, as no one was competing for their place in search rankings and driving their traffic.
Nowadays, content promotions have become an inseparable part of off-page SEO optimization, and every business tries to create as much noise as possible in the content world.
What Are the Common Mistakes People Make With Their Content and SEO?
Creating Duplicate Content
Content duplication is a common issue that can occur in several ways. For example, content may be duplicated within a website or across domains.
The most common type of duplicate content is when the same information exists on more than one page on a website. You can often resolve it by using canonical tags or 301 redirects. However, if the identical text exists on multiple websites, it can be challenging to control and may result in a poor user experience.
Another common issue is when content is copied from other sources and presented as original work. It can range from discussion forum postings to items listed for sale in an online store. While there's nothing inherently wrong with this type of duplication, it's crucial to ensure that all information is accurate and up-to-date. Otherwise, you may end up providing opposite information to your visitors.
Not Using Keywords Strategically
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| Keyword Research |
One of the biggest mistakes people make with their content and SEO is not using keywords strategically. Keywords are the foundation of uniqueness and, if selected correctly, can help to increase traffic and conversions.
Still, keyword research requires knowledge. But after a while, you understand the space, keywords, and audience. This understanding allows you to select the right keywords for your business and products.
Another mistake people often make is they create content without doing keyword research first. This value-rich piece may have great information but won't perform well if users can't find it using search engines.
Determining keywords is challenging. There are many factors to consider as competition level, relevance, and SERP features like images or videos that may steal traffic from your site. Warning signs that you're using the wrong keywords include low click-through rates (CTRs) or impressions relative to your competition and a high number of bounces compared to the average.
Not Creating Enough Content
Many people make the mistake of not creating enough content. They believe that if they create one great piece of content and post it on their website, sites will get all the traffic and conversions they need. However, it is the opposite. Frequency does matter. 2-4 times per week provides the best results in traffic and conversions. More than 15 client websites with data from multiple studies and our experience support this finding.
Having Plagiarized Content
Plagiarism refers to taking someone else's work and passing it off as your own. It includes copying passages from any source - articles without crediting the author.
The consequences of plagiarized work will hurt your website rankings badly, and there is a chance you will receive a ban. Search engines are that smart to detect plagiarism, and there is no chance of escape.
You also can not hide the copy-pasting tactic from your reader, as sites with unique blogs have better domain authority and rankings. Customers will understand which is the unique content.
Not Determining the Goal of Each Blog
Ignoring the content marketing funnel that visualizes customers' journey from the first interaction to purchase is not a good idea. All the articles you read on the web have a specific goal: to get you subscribed to a newsletter or provide you with triggering information to push you to explore more or to buy.
Even the blogs like "Top 10 corporate blogs to follow now" has some specific influence behind them.
The four stages of the content marketing funnel consist of awareness, evaluation, purchase, and delight. Each blog you craft should focus on that stage.
For example, in the first stage - awareness, you should understand that your readers are maybe unaware of your company and the topic. So, try to orient more toward educating them. When writing the blog - Beginners guide to chatbots, do not act pushy and use clear words throughout the text.
The same goes for other marketing funnels. If customers trust you, they understand your unique content concept and the problem and persuade them that your products are the best fit for them.
Not Updating the Old Content
Imagine you have written the article three years ago and did a great job. The blog was ranked, and people interacted with it. But as years passed, you did not add anything new to it. So, the content was outranked by competitors, and your readers have moved on.
Rather than upload the new page, you should update the existing article.
You will spend less time working on the article, as some part of the research and writing is already there.
You will get the higher quality because you will try to decorate it with more depth.
You will get the chance to rank higher in Google because the URL was indexed in the past and may already have backlinks and established authority.