Your Content Probably Isn’t Unique (And That’s Okay)

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Here’s the thing about your material: it’s not unique.

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I know that may have come off harsh; but trust me–it’s okay!

There are millions of blog poles wrote to websites and 500 hours of video published to YouTube each day.

If you’ve somehow cracked the system to creating brand-new content unlike anything else being published … give us know. If you’re like us and have accepted that your content isn’t unique, but there are ways to make it better than your competition’s, impede reading.

The thing about material is that there are a lot of variables that are in a position specified you apart from your competitors. For illustration, at DigitalMarketer we focus heavily on character over capacity and realizing sure we’re consistent.

When it comes to quality, we only publish top-tier content that will actually teach a reader what they came to learnTo show you our firmnes: you’ll witness 2 blog posts and 2 podcast episodes go live on our website every week as well as our weekly DM Insider email newsletter, and that’s simply the free material

Start adding in the paid material in our Lab membership and you’ll see that we practice what we preach. High-quality content on a regular basis is our( unnecessarily long) middle-of-the-road name.

But honing in on quality and firmnes exclusively mounts us apart from the competition that isn’t trying as hard as we are in their content efforts–it’s not setting us apart from the competition that’s putting in the same amount of effort.

We have batch of contestants( do you know how hard it is to rank for the keyword digital sell ?!) who are just as versed and consistent with their content calendar as we are.

So what stirs us different?

We have a brand voice.

What is a Brand Voice?

To get DigitalMarketer heard above all of the other digital commerce material online, we determined our material distinct by dedicate it a specific voice … and you need to do the same for your business.

Just like you’d brand your business with complexions and a motto, you need to brand your business with a spokesperson. Sure, mortal can recognize your Instagram post when you label it with your emblem, but can they recognize who’s talking if you remove it?

( NOTE: Make sure you’re tracking the metrics that matter with this Marketing Scorecard Template! Create your FREE DM Insider Account to get instant access to this easy-to-use tool .)

That’s what a label articulation does. It helps people recognize your content among the competition and in turn, be applied to it on a higher level.

A brand voice is the personality that gleams through in your content via the atmosphere, wording, and personal signatures of your writing.

It’s how you’re going to make your patrons espouse you over the event, even when your material cross the exact same topic.

For example, Bon Appetit Magazine has taken its firebrand enunciate seriously. The culinary publisher lives in an extremely saturated content manufacture, which necessitates the only way they are going to stand out from everyone else hawking recipes online is to create a strong brand voice.

They delivered.

Example of a brand voice in Bon Appétit's article on shallots

Take away any Bon Appetit branding and anyone familiar with their brand utter is going to be able to say, “This is definitely Bon Appetit talking about shallots right now.”

You seeing what we’re cooking now?

How Do I Create A Brand Voice?

At DigitalMarketer, our brand utter is inspired by our CEO Ryan Deiss. He’s the face of DM for good reason. He’s down-to-earth, he knows his material, and he affection a good Dad joke as much as the rest of us.

Photos of Ryan Deiss being...Ryan Deiss

The problem is that Ryan is busy. He doesn’t have time to write every email, every article, and every lead magnet. We need his voice, even when he’s not able to be the one behind it.

The biggest challenge that arises when jobs try to implement a firebrand utter is impede it consistent across every platform and every part of the information contained. This is especially difficult when there’s a unit of beings generating material for one company, and most difficult if you don’t have a Ryan Deiss to base your label voice off of.

Calling the eventual firebrand voice defraud sheet … your brand’s style guide.

A style guide is incredibly important for any company( and I’m not just saying this as DM’s Managing Editor ). If you’re going to be posting content, and peculiarly if you’ll be posting as much as we do, you need to be able to hand your employees a cheater sheet that tells them exactly what to say and how to say it.

A style guide is something that all the big-name publishers have…

Examples of style guides from The New York Times, Microsoft, and DigitalMarketer

But don’t think that you should abstain from creating one just because you aren’t a publisher.

The point of a mode steer is to identify the firebrand singer so that each time a new piece of content is created, you can check it against the steer and ask, “Does this material fit our label expres? ”. The steer gives you the exhaustive yes or no, acting as your eventual expression of reason.

By creating this style steer, you give your business the ability to say, this content isn’t right, let’s fix it based off of X section of the wording navigate.

Here’s what the DM style guide looks like:

DigitalMarketer's Style Guide General Rules

This gets shared with every employee creating content at DigitalMarketer. Even small inconsistencies in your writing and voice can stand out and originate you looks a lot like an amateur to your purchaser, so sharing this across your team is essential.

We know that Bon Appetit isn’t going to publish a blog pole with the articulation of a sugared aged grandmother anytime soon. They’re going to stay fun and relatable. That compatibility is what keeps their followers coming back for more…

Even when the same content can be found on hundreds of other websites.

No, your material isn’t unique–but your brand singer is. Nail your brand articulation( and remain consistent !) and you’ll see that your material doesn’t have to be unique. It really has to procreate your customers feel integrated into you.

( NOTE: Make sure you’re tracking the metrics that matter with this Marketing Scorecard Template! Create your FREE DM Insider Account to get instant access to this easy-to-use tool .)

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