Here’s the thing about your content: it’s not unique.
I know that may have come off coarse; but trust me–it’s okay!
There are millions of blog uprights publicized to websites and 500 hours of video publicized to YouTube each day.
If you’ve somehow cracked the system to creating brand-new content unlike anything else being published … tell us know. If you’re like us and have accepted that your material isn’t unique, but there are ways to make it better than your competition’s, maintain reading.
The thing about content is that there are a lot of variables that can rectified you apart from your entrants. For sample, at DigitalMarketer we sharpens heavily on quality over length and originating sure we’re consistent.
When it comes to quality, we only publish top-tier content that will actually teach a book what they came to learnTo show you our compatibility: you’ll realize 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 exactly the free nonsense
Start adding in the paid content in our Lab membership and you’ll see that we rehearse what we preach. High-quality material on a regular basis is our( unnecessarily long) middle-of-the-road name.
But honing in on quality and compatibility simply determines 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 exertion.
We have slew of contestants( do you know how hard it is to rank for the keyword digital sell ?!) who are just as knowledgeable and consistent with their content calendar as we are.
So what constructs us different?
We have a brand voice.
What is a Brand Voice?
To get DigitalMarketer heard above all of the other digital marketing material online, we attained our material unique by devote it a specific voice … and you need to do the same for your business.
Just like you’d brand your business with colours and a motto, you need to brand your business with a expression. Sure, somebody can recognize your Instagram post when you brand it with your badge, but can they recognize who’s talking if you remove it?
That’s what a symbol articulate does. It helps people recognize your content among the competition and in turn, relate to it on a higher level.
A brand voice is the personality that gleams through in your content via the atmosphere, mode, and personal signatures of your writing.
It’s how you’re going to make your purchasers choice you over the race, even when your material window-dressings the exact same topic.
For example, Bon Appetit Magazine has made its label expres seriously. The culinary publisher lives in an extremely saturated material manufacture, which means the only way they are going to stand out from everyone else hawking recipes online is to create a strong brand voice.
Take away any Bon Appetit branding and anyone familiar with their symbol 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 firebrand tone is inspired by our CEO Ryan Deiss. He’s the face of DM for good reason. He’s down-to-earth, he knows his substance, and he desires a good Dad joke as much as the rest of us.
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 expression, even when he’s not able to be the one behind it.
The biggest challenge that arises when enterprises try to implement a symbol utter is sustain it consistent across every stage and every portion of the information contained. This is especially difficult when there’s a unit of beings originating content for one company, and most difficult if you don’t have a Ryan Deiss to locate your brand expression off of.
Calling the ultimate symbol spokesperson cheat membrane … 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 post content, and especially 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…
But don’t think that you should abstain from creating one just because you aren’t a publisher.
The point of a style guide is to identify the brand singer so that each time a new section of content is created, you can check it against the template and expect, “Does this content fit our firebrand spokesperson? ”. The steer gives you the definitive yes or no, acting as your ultimate tone of reason.
By creating this wording navigate, you give your business the ability to say, this material isn’t right, let’s fix it based off of X area of the mode template.
Here’s what the DM style guide looks like:
This comes shared with every employee creating content at DigitalMarketer. Even small inconsistencies in your writing and voice can stand out and compile you look like an amateur to your patron, so sharing this across your team is essential.
We know that Bon Appetit isn’t going to publish a blog post with the enunciate of a sweetened old-fashioned grandmother anytime soon. They’re going to stay fun and relatable. That consistency is what keeps their partisans 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 symbol expression( and stay consistent !) and you’ll see that your content doesn’t have to be unique. It just “re going to have to” start your patrons feel integrated into you.
The post Your Content Probably Isn’t Unique( And That’s Okay ) emerged first on DigitalMarketer.
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