What Is Unique Content?

With so many articles and blog posts, whitepapers, ebooks, and other content published online it is hard to write and publish content that is 100% unique. 

But the fact is, if you want to rank highly in search engines and get a return on your content marketing efforts, then your website needs to be as close to 100% unique content as possible.

So, what is unique content?

Regardless of if you produce content about pets or more serious healthcare topics, unique content offers something new – whether that be a different viewpoint, new facts, or a new perspective on the topic you are writing about.

Why is unique content important?

  • Unique content will rank higher in searches, which will lead to an increase in traffic (readers).
  • When you produce unique content, you will become a thought leader within your industry.
  • Unique content will solve your reader’s problems and answer their questions – which will make them more likely to return to your website and/ or subscribe to your blog.
  • Unique content can become evergreen and stay relevant for a long time which gives you a much better return on investment.

How to create unique content

You can create unique content yourself, or you can buy unique content by hiring freelance content writers to produce it for you. 

There are three key ways you can create unique content, and if you can incorporate these into your content, then you will be able to create unique content that ranks highly in searches and is widely read.

1. Have a unique viewpoint

There might be 100 articles already written and published about a topic, but if you have a unique viewpoint or perspective on it that is borne from your own unique set of experiences, then this is a great way to write an original piece of content. 

The best way to work this out is to read the top results for a search query and then ask yourself how you would write it differently. If you can come up with a good angle, then go for it.

2. Add to the conversation

What I mean by this is that unique content adds to the already published and available information for a topic. 

If you search for a topic and then read the top results for that topic, look for what is missing and then ask yourself if you can provide that missing information. If you can, then you will be able to write unique content.

3. Presentation

The information is important but so is how it is structured and presented to the reader. 

Lots of well-written and informative posts and articles are full of great information but are written in a way that is not user-friendly to read. 

When the average reader is presented with a big wall of text and little structure, they often won’t bother reading it and simply move on to another source.

It doesn’t take much to make an article more ‘readable’ – for example:

  • Use headings and subheadings
  • Write short and to the point paragraphs and sentences
  • Use graphics like screenshots when appropriate
  • Use bullet points and lists when appropriate (like the one you are reading!)
  • Underline words, use bold and/ or italic to highlight important points

How to make sure your content is unique

After you have written or produced what you believe to be unique content, the next step is to make sure that it is. 

While there is no universal ‘unique content checker’ online, you can use free (and paid) plagiarism checkers that will scan your words to make sure there are no duplicates online already. 

You should also keep in mind that even if your content is published on your website, it needs to be unique and doesn’t contain duplicate sentences/ paragraphs, etc. – This can hurt your SEO rankings.

Unique content has to be great content

It is not enough to just write unique content. If you want to publish content that ranks high in search results and is thus widely read, it also has to be great website content.

Great content is high quality, engaging, informative, easy to read, factual, free of plagiarism, and comprehensive. 

It should help the reader solve the problems they have and leave them more informed than when they started reading it.

Here are a few questions you should ask yourself before writing a new piece:

What questions do my readers want to be answered? 

To help you answer this question, you can research keywords, ask your readers directly, and analyze what your competitors have already written about.

What message do you want to get across? 

Think about the intention of the article. For example, are you trying to inform your audience about a topic or trying to sell your product or service to them? 

What is the best structure for this article? 

It is important to make sure your article is easy to read, so think about the headings and subheadings that you will use to structure your article. You might also want to include a summary if it is a long article so that more casual readers can skim it.

What is the appropriate ‘tone’ and ‘voice’ for this article? 

You need to think about who is going to be reading your article. If, for example, you are writing about a medical topic then you will need to write in a different tone and voice if your audience is educated medical professionals versus, say, an average consumer looking for medical information.

Which sources can I use to make the article more credible? 

High-quality and original sources will help you to provide your readers with more informative, unique content that will also rank higher in searches.

If you can answer these questions before you write your new article or post, then you will be on your way to writing a great piece of unique content.

The bottom line

Unique content offers a new perspective, adds to the conversation, and is presented better than other content that is already published.

If you can consistently publish unique content, then you will be able to build up credibility within your area of expertise, which will result in higher search rankings

It does take some effort to make sure your content is 100% unique, but the rewards in the long term are definitely worth it.

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