How to make your content stand out from the competition
The 6 ingredients of unique content
I’ve generated over 50 million impressions online over the last three years.
In that time, I’ve realized one major truth about organic content:
It’s a fight for your reader’s attention.
Your content post has to go up against:
Direct competition: your market rivals
Indirect competition: brands outside your industry (SaaS, DTC, even crypto)
Distant competition: Netflix, memes, personal updates, TikTok trends
And once I figured this out, it changed the way I create content forever. As I know it will for you too.
So here’s what you’ll learn in this edition:
Why ‘unique ingredients’ are your secret weapon
How to identify and leverage those ingredients
How to never run out of content to create
Why your content doesn’t stand out right now
Every creator and brand uses the same three levers in their content:
The platform (where they distribute it)
Copywriting (how they say it)
Design (how it looks)
Now, you could (and should) try to improve your distribution, design, and copywriting to create better content.
But the problem is… you won’t get a net advantage this way.
Because that’s what everyone else is doing. It’s a race.
And if you want to get better results than what everyone else is getting then you need to do something different.
You need some sort of special edge over the competition…
Your special edge is… YOU
Your advantage in the organic content game doesn’t come from playing the same game better than everyone else…
It comes from playing a different game altogether.
And that means using knowledge and insights that only YOU have.
Insights you get from YOUR clients
Learnings from YOUR experiments
A point of view only YOU have
Concepts YOU'VE ideated
These are your “unique ingredients”. They can be as simple as:
Notes from 1:1 client calls
Takeaways from a campaign you ran last month
A point of view that challenges industry norms
Internal frameworks that help you get results
Nobody else in the world can create content around this stuff. This is why it’s your special advantage.
And it fits with what your potential clients and customers are looking for:
Unique perspectives they cannot find anywhere else.
So, if you’d like to start creating more unique content, start sprinkling these 6 ingredients in:
The 6 ingredients of unique content
Here are the 6 ingredients you can use to create unique content:
So, you can see that while everyone competes in the game of distribution, design, and copywriting…
Your unique ingredients … your audience research, your concepts and POV, your improvements based on the results you get … these are where you can stand out with your content.
What this looks like in practice
If you’re looking to create unique content that outperforms the competition, ask yourself:
Audience Research
Am I solving a problem that my audience actually cares about?
Concepts & POV:
Do I have a unique perspective?
Am I saying something people have never seen before?
Copywriting
Is what I’m saying clear and concise?
Does it stop their scroll and make them pay attention?
Design
Does it support or elevate the idea?
Or is it too messy and distracting from what I’m trying to say?
Distribution
Am I meeting my audience where they hang out?
Am I aligning my content with the way they like to consume content?
Improvement based on results
Am I improving my content based on what the data is telling me works?
Or am I just doing what’s “trendy” or what I think will work?
Remember, professionals don’t care about cool looking videos or boring AI-generated takes.
They’re hungry for original thinking, personal insight, and someone who can actually fix their problems.
When they look at your content and think, “I’ve never thought of it that way before”, you’re doing it right.
So, next time you create a post, try and implement all 6 ingredients and watch how different your results are.
Struggling to publish newsletters consistently because you don't have enough time?
As someone who has been writing a newsletter for nearly 2 years, I know that creating content for a newsletter each week isn’t easy.
Especially with other business obligations and marketing channels to manage.
And yet, every week I manage to post:
2 long-form newsletters
4 infographics
3 short-form videos
1 long-form video
3 text-based social posts
…across LinkedIn, YouTube, Substack, Instagram, and email… while managing:
A community of 600 marketers and founders
A small roster of high-ticket clients
Regular releases of new trainings
And a fulfilling personal life
People ask: “How do you do it all?”
The answer: The Repurposing Factory.
A flexible system which allows me to create content at scale without reinventing the wheel each time I start, so I can repurpose existing ideas into quality newsletters, fast.
If you’d like to steal my system so you can do the same and drive…
More views
More inbound leads
And more B2B revenue
…while saving HOURS on content creation each week…
…then you can join the waitlist for my new course, Repurposing Factory, which is launching in early May.
By joining the waitlist you will get an *extra* 10% off the launch price.
Click here now to join the waitlist for Repurposing Factory.
Alright that’s the end of this newsletter. I hope it helped you! Thanks for reading :)