Once And For All: What Is And How To Create Unique Content?

The term “Unique Content” has become increasingly relevant in the digital marketing scenario and the search for visibility in search engines. In circumstances of intense competition, where originality and high-quality content are essential, standing out becomes a fundamental mission for business professionals.

Its potential to attract the attention of the target public highlights the importance of this type of content to provide real value. To be relevant, content needs to deliver what the user is looking for with quality. This is one of the secrets to standing out among so many competitors and achieving the best positions in search engines.

Search engine algorithms are increasingly skilled at identifying and valuing content that goes beyond the mere reproduction of information available elsewhere on the web. Since the days of the Panda algorithm launch, when Google started penalizing low-quality sites, the industry has reinforced the focus on exclusivity and adding value over the years.

In this article, we will highlight some specific points that we consider to be extremely important in creating unique content.

Defining Unique Content

Unique Content goes far beyond being original; it is supposed to diverge from everything else that you can find on the web. Nevertheless, its singularity is not limited to only a different version of anything. Coming up with unique content requires a unique manner that attracts people’s interest through varied perspectives towards a subject presented innovatively.

More than addressing a topic that no one is talking about, unique content needs in-depth analysis and a unique perspective that offers new insights or an original way of presenting familiar information.

Content strategy and production are widely recognized as the most challenging aspects of SEO specialists' work (Search Engine Diary)

16% of marketers face difficulties discussing and developing new content ideas (HubSpot)

The objective is to provide a unique experience to the public, offering genuine and differentiated value. This not only attracts users’ attention but also keeps them engaged and encourages their interaction with the brand or business. This helps to build an enduring connection with your target audience, establishing brand authority and driving digital marketing success.

Unique Content vs Duplicate Content

From the name, it is already possible to get an idea of what the problem is about. It’s the opposite of unique content, which stands out for its originality and unique structure; duplicate content refers to any existing content on more than one page on the internet, or that has been copied from one source and replicated in another. Google condemns its indexing techniques when it notices the use of this artifice.

There are several situations in which identical content can arise, some of which are not necessarily malicious. For example:

Product links: mainly in e-commerce, displayed or related by link through several different URLs

Selling Products: when selling the same products, it's common for business owners to turn to product pages provided by manufacturers. This pushes the same content to be replicated in different locations on the web.

Print-only versions of web pages.

Lack of 301 redirects: multiple URLs can lead to the same page, duplicating content.

Implementing language versions: This can occur when the creator forgets to translate a page into the indicated language. In this case, the website content may consist of multiple copies of the same English page that was skipped during the translation process.

Most of the time, website owners do not intentionally create duplicate content. However, that doesn't mean it doesn't exist. The 2015 study carried out by Raven Tools showed that up to 29% of content on the web is actually duplicated. Sometimes, duplicate content can be found within the same website. These duplicates are not just limited to the visible text on the page; Even the title and meta-description tags of each page are analyzed for duplications. We know that most of the time, the Raven Tools 2015 study proves the point. According to their estimates, up to 29% of the web is actually duplicate content!

Pages Can Have Common Elements

Of course, it is inevitable to avoid using similar phrases, considering that the language has a limited set of words and combinations. Therefore, a single phrase or sentence is not considered duplicate content by Google. The problem appears when complete fragments of a website, blog post, or article are reproduced.

The Challenge Of Creating Unique Content

Almost a decade ago, Google's algorithm, Panda, was updated to improve the organic results displayed on search pages, prioritizing relevant content for users. This results in lower visibility for duplicate or low-quality posts.

One of the challenges with “non-malicious” duplicate content is that it is difficult for search engines to determine which version to display. If the original content is not useful, neither will the copied version. Without guidance, Google may choose one of the versions (usually the original or older version) to show in search results.

Moreover, in cases when several websites have links that point to various copies of the text, it becomes necessary for Google to know which one is supposed to show up as the first one. In that case, the search engine will usually position the original at the top, translating into lower rankings for pages with duplicate content.

Each sector has its giants, which have solidified their position over the years. It is difficult to compete with these big names for high rankings on search engine results pages (SERPs) because of their high domain authority. Instead, brand reputation can be built by creating outstanding content supported by a proper strategy. Notwithstanding tough challenges, including rivalry from neighbors, outshining them is still feasible.

There are several tips that content creators can follow to keep their work at the top of search engines and we will work on them here.

Unique Content and SEO

SEO is a combination of strategies and tactics that help to increase the visibility of a website on a search result page. At the heart of these strategies is content: information, insights, and entertainment offered to the visitor at the heart of all these strategies. Why do Unique Content and SEO Efforts go together?

Better results in search engines: Search engines, led by Google, prioritize new, pertinent, and unique content to deliver to users. Sites that always develop original content are more likely to rank higher in search outcomes.

Avoiding Penalties: Duplicate content can cause search engine rankings to drop, making your site less visible in search results.

Improving organic traffic: Your website attracts more organic traffic when aligned with user intent and relevant keywords.

Increasing engagement metrics: Engage users more effectively, resulting in longer dwell times, lower bounce rates, and higher engagement rates.

Link Building: It is more likely to be cited or linked to by other websites, bloggers, and social media users. These quality backlinks function as an endorsement and increase the site's authority and credibility in the eyes of search engines.

Build authority: Positions a brand as a thought leader or expert in its niche. This improves organic visibility and also strengthens user trust, increasing the likelihood of conversions and customer loyalty.

However, search engine optimization is not just about text. Image searches also play a significant role in user searches. Graphic content can attract readers to your post through Google image search. Therefore, it is important to optimize your images in terms of SEO, remembering a few key points:

Social Media Also Needs Unique Content

Social media, being an extremely effective tool for promoting content marketing strategy, can contribute towards achieving numerous business goals, including increased website traffic, brand improvement, and more revenue to mention just but a few. In order to realize this, it is important for one to know the roles on every platform and what kind of content is expected out here.

The essence of most SM is virality, where users share visual content all the time. However, as more and more social media platforms are created, it becomes necessary to adapt the content for each platform and its public.

Tips for Creating Unique Content

According to PageOptimizer research, there needs to be at least a 50/50 ratio for a page to be determined unique. With that in mind, let's get straight to the point! Here are some tips for your unique content creation process:

Craft a Strong Headline

Your content’s first impression comes from its title. It ought to be engaging, clear, as well as on point regarding what it covers. Also, you need to think outside the box so as to differentiate your title from other brands’ titles targeting the same subject matter.

Some tips for creating the title:

Use Multiple Sources When Writing Blog Articles

Creating a blog article involves consulting multiple sources of facts and ideas. When done this way, it not only makes your article more credible but also demonstrates a commitment towards providing an engaged and knowledgeable insight to issues in focus. Multiple sources contribute depth and meaning to a dialogue while providing readers with an all-around perspective on the subject.

In 2016, Google received over 75 million copyright takedown requests (The Verge)

However, you have to make sure that your sources are credible, and always credit where the credit is due – here comes the issue of plagiarized content. Even when you are sure that your writing is not plagiarized, we recommend using Unique Content Checker Tools to make sure that nothing was accidentally copied or duplicated.

Go Big or Go Home

Analyses have shown that longer articles tend to achieve better results than shorter content. However, it is important to stress that this approach is not a foolproof formula for success, as several elements influence the success of an article.

Content has to reflect the essence of the brand and writer, and merely copying the style of others does not automatically determine success. Additionally, the number of words does not determine the quality of the content. The true merit lies in its relevance and usefulness to the public. While some readers prefer dense and detailed content, what matters is the value perceived by the target audience.

Creating long-form articles correlates with content marketing success (Orbit Media).

Infographic Credit: Orbit Media

Select Relevant Keywords

Search engines use keywords to evaluate the relevance of your content about terms searched on Google. In essence, by including pertinent keywords in your content, you increase the chances of appearing in your target audience's search intent.

Keyword Types:

Informative: These keywords aim to offer insight into a specific topic. For example, "What is a smartwatch?"

Navigation: These are keywords used to find a specific brand, product, or service. For example, "Best company that sells smartwatches".

Transactional: These keywords are targeted to facilitate a specific transaction or action. For example, "Smartwatch Price".

Keyword lengths:

Short-tail keywords: These are short keywords, usually one to three words long, that are broad and competitive to rank in search results. For example, "smartwatch".

Long-tail keywords: These are longer, more precise, less competitive keywords aimed at ranking in search results. For example, "Is it worth buying a smartwatch?"

A valuable suggestion is to take advantage of the Google Ads Keyword Planner for searching for words or phrases relevant to your products or services. This keyword research tool offers precious insights, identifying the terms most pertinent to your business.

Image Credit: Google Ads Keyword Planner

Keyword Planner is a free tool. However, for more specific needs and more detailed information, some available paid options can improve your work with thorough keyword research.

Here is a list of good apps that can help you find your target keywords.

-ClickUp

-Semrush

-Surfer

-Twinword Ideas

And be careful! Keyword stuffing can lead to penalties: Using excessive keywords can lead the search engine to consider its keyword stuffing and punish the entire site, reducing its search rankings. One tip is to distribute keywords strategically throughout the blog content to help search engine bots index your blog posts.

Visuals Play a Vital Role

We are visual creatures. According to Albert Mehrabian, 93% of all communication is nonverbal. From time immemorial, our brains have been conditioned to visually engage, react, and interact. This applies even in the context of content marketing, as it is visual aesthetics that further the overall meaning behind specific messages.

MIT neuroscientists have discovered that the brain can identify images seen for just 13 milliseconds.

Visuals in content marketing are more successful than text-only marketing, and the science of neuromarketing bears this out. By integrating attractive and complementary visual elements into content, we increase the likelihood that the viewer will engage and retain the messages and information presented.

The infographic below highlights some key points about the impact of visuals on marketing.

Image Credit: GamerSeo / Data from Hubspot

Visuals in social media

When we talk about social media as pertains to visuals, it is actually notable owing to the fact that it can be used as a robust tool for heightened interaction within these online places. When used alongside texts, these posts will have more interactions, including likes and shares among others, if they contain images and videos. The creation of one’s visual content shared through social platforms helps one enhance brand presence, pull more followers towards them while encouraging fanship gains.

In summary, we can say that visual content:

Helps with engagement: It has greater appeal than written content, making it more likely that people will interact with it. This could include shares, likes, or comments on social media posts. This engagement not only expands the reach of your content but also helps expand your audience.

Improves user experience: Makes your content more visually appealing, leading people to spend more time on page. Additionally, visuals make complex information easier to understand, making it more accessible and engaging for website visitors.

Improves SEO: Compelling visual content tends to increase the time people stay on your website, which in turn reduces the bounce rate. This signals to search engines that your site offers significant value to users.

Content Should Be Pleasant to Look At

Its importance lies in the fact that scannable content meets users' needs and expectations for rapidly finding relevant information.

By improving readability with some strategies, web pages become more accessible and attractive for readers. The above not only develops a better user experience, but also likely increases the likelihood that they will continue to stay on the site longer, search for additional information, and eventually convert their potential customers into loyal customers or followers.

According to research performed by Jakob Nielsen, of the Nielsen Norman Group, only 16% of people online read word-by-word.

55% of people spend fewer than 15 seconds actively on a page (Chartbeat)

Unscannable content, meaning content that is not quickly navigable and readable with a visual skimming, will most likely be ignored by readers. Here are some tips to make your content scannable to visitors:

Use headings: Headings (H1, H2, H3 )will definitely keep the content organized and easy for the reader to navigate. They highlight key sections of your text, making it easier for the reader to find what they are looking for.

Format important sentences and words: Use bold, italics, and underlining to highlight important sentences and words, but avoid overusing them. If you are writing a list as a sentence, choose to use bullet points instead.

Write shorter paragraphs: It is good practice to write paragraphs of two or three sentences. Short paragraphs are easier to read and help avoid rambling. And if you need to write longer paragraphs, keep your sentences short. Long phrases make it hard to read sentences.

Avoid using long words when there is a shorter alternative: Replace long words with shorter alternatives to make the text more accessible. For example:

replace "utilize" with "use"

"residence" with "house"

"acquire" with "buy"

Make good use of blockquotes: Block quotes can help highlight important information or relevant quotes in your text.

Use bulleted lists: Bulleted lists are easier to read and digest. They make online content more accessible and are ideal for highlighting important points.

Personalization Is Essential

Personalization allows brands to create experiences adapted to the profile of their customers, taking into account their characteristics to produce relevant materials. It is a strategy that seeks more individuality by focusing on specific groups or themes, thus facilitating the relevance of the content.

76% of consumers say they’re more likely to purchase from brands that personalize (McKinsey)

66% of customers expect brands to understand their wants and needs (Salesforce)

The first step to creating personalized content is understanding and recognizing who your target audience is. Therefore, reflect on the following questions:

An excellent approach to doing this is to consider which generation you are dealing with. Although there are similarities between generations, their unique experiences and interests greatly influence the way they communicate.

Let us give you a real example:

Image Credit: TikTok’s Instagram

TikTok's Instagram has informal language with its audience, including those who are also on the other platform, incorporating references to trends and content that are currently going viral. Using “cool” words with this public makes sense. Now, imagine if a luxury brand like Louis Vuitton called its audience “Pookie”, would it make sense? It doesn't match the brand's style, luxury, or refinement.

Image Credit: Louis Vuitton’s Instagram

In conclusion, it's important to create your tone according to your brand's personality and the language used by your audience.

Your Audience Speaks To You. Are You Listening?

It seems obvious, but it's not. Many people end up not paying attention to comments, feedback, and questions from their audience seriously.

By paying special attention to this, you can gather valuable and unique insights, new ideas, and perspectives from a different angle, helping you create content more relevant and targeted to their expectations.

Add a Fresh Perspective And Include Personal Experience

By sharing personal experiences, opinions, and knowledge, you provide a unique vision to the content, which is even more crucial with the E-A-T (Expertise, Authoritativeness, Trustworthiness) Google update. Including your own experiences and practical knowledge not only adds authenticity and credibility to the content but also satisfies Google's criteria for expertise and trustworthiness. Plus, personal input offers valuable insights and can help you establish a stronger connection with your target audience, improving your overall search engine rankings.

Depending on the type of content you create as a writer, adding some personal experience may be achieved through:

Update Yourself And Update Your Content

Nothing is constant but change. Time waits for no one - and the truth will eventually reveal itself in every age.

Keep yourself informed about any latest information, and always read widely about the subject you are discussing. Feel free to update any previously written content to ensure its continued relevance and accuracy. This demonstrates your commitment to delivering high-quality work by providing fresh and precise information to your audience.

Be Consistent And Plan

Long-term success with your content requires a consistent publishing schedule and planning of your marketing and content strategies. Consistency helps maintain your brand’s momentum and relevance in the market.

Review And Refine

After creating content, check the grammar. Look for inaccuracies or redundancies. Refine your content to ensure it is clear, accurate, and impactful before publishing. Proofreading is essential to ensure the quality and credibility of your content.

Don't Lose Your Essence Or Your Focus

Despite seeking variety and innovation, it is important to maintain consistency with your brand identity and the central themes of your content. This helps build a strong, recognizable brand over time.

Conclusion

To put it succinctly, it is imperative to have personalized advertising materials to succeed in online marketing. If you want to attract more clients as well as show that you have more knowledge in this subject than anyone else, provide innovative written pieces that will make the audiences consider visiting your website rather than one belonging to the rivals.

To minimize errors that individuals make during the publication of information online and also increase possibilities that help them shine against myriad other similar publishers; invest in various forms of content such as writing new posts or trying both audio-video recordings.

Furthermore, by opting for quality content, you save time in the long term, avoiding rework and ensuring lasting results. At the same time, by offering first-hand advice and addressing the critical aspects of your niche, you establish a deeper connection with your target audience.If you are looking for more information, read this article about unique content writing.