With ChatGPT gaining over 100 million users, it’s clear that more of us are turning to AI software to generate content. However, if everyone is using AI to create unique and high-quality content then how can your website stand out from the crowd? Top performing content is not only crucial to attracting new users, but helps you to rank highly in the search engine result pages (SERPs), which means a strong content strategy is imperative. Here are some simple strategies you can employ to help your content stand out from competitors. 

1. Be original

It’s important to create content that adds value. Providing unique insights, specific to your business or brand, can help your content to stand out because you are coming from a personal angle that no one else can replicate. It’s also important to avoid copying or repeating existing information as Google deems this as unhelpful, which could affect your ranking position. Instead, aim to provide a unique take on a topic or present information in a new and interesting way. One top tip is to complete your own inhouse research which users or other sites can then reference to grow your reach.

2. Grow your subject matter expertise

Building a strong reputation is key to business success and establishing your brand as an authoritative voice in your industry can help you do just that. You will need to demonstrate in-depth knowledge by conducting thorough research, providing in-depth analysis, and offering actionable advice or solutions. By doing so, your content will stand out as reliable and trustworthy, which will help you to build credibility and authority over time. Remember to stay up-to-date on your niche’s latest trends and developments, and always strive to provide value to your readers. With time and effort, you can become a go-to source of information and insights in your field. This will also increase the amount of sites that cite you as a source which can help to build backlinks, and, subsequently, help boost your ranking position.

3. Take a user-centric approach

While it’s important to optimise your content for search engines, it’s equally important to prioritise the needs and interests of your target audience. In the ideation stage, it’s worth thinking about the challenges or queries your audience might have and how you can address them. Creating content that solves the problems of your audience is more likely to build a connection with them. This high engagement can then encourage users to share your content or even become brand advocates to help spread your message. This can help you to build a strong community around your brand and increase your reach and influence over time. 

4. Establish an emotional connection 

Emotive content is a great way to make your content more memorable and relatable to your audience. Stories and personal experiences can create a stronger connection with your readers and help them relate to your message more deeply. This also helps your brand to appear more human, which can help to build trust and a stronger customer relationship. Some examples can include sharing tips on how you would use your product or what sparked you to create your brand in the first place.

5. Diversify content using visual elements

91% of consumers prefer visual content to written content. Therefore, incorporating visually engaging elements into your content is key. Simple additions like images, infographics and videos could be what makes your brand more memorable than competitors, and in turn, keeps users coming back. Visuals also help to break up text which makes it easier to digest, and helps illustrate complex ideas to make your content more accessible to a wider audience. Additionally, multimedia elements can increase your visibility by helping you to rank in the image or video featured snippets, thereby increasing the number of places your brand can be displayed in Google’s search results.

6. Create interactive content

Content that is fun stands out! Featuring interactive elements like quizzes, polls or calculators in your content is a great way to boost engagement. These types of content encourage users to participate actively and spend longer on your website. This means they take greater notice of your message, rather than skimming over a long, tedious piece of text. It can also help to increase conversion. For example, a quiz that helps users to find the right product for them could be more engaging than an uninspiring product page. 

7. Develop a unique tone of voice

Developing a unique tone of voice for your content is key to creating a strong brand identity. Injecting your own humour or personality is one way to make your content style unique. However, it must be appropriate. For example, an insurance brand with a conversational style could actually deter customers as this brand tone of voice should be professional and trustworthy. Furthermore, creating content that feels human and fosters a connection with your readers can also help build a more loyal and engaged following over time. 

8. Become a thought leader in your category

Becoming a thought leader in your industry is a great way to establish your brand as a trusted authority and attract loyal followers. To do this, it’s important to share valuable insights, innovative ideas, and forward-thinking concepts that set you apart from others in your field. Once you begin to build your reputation as a thought leader, you will then be invited to comment on external pieces or asked to speak on panels which will help you to extend your reach and grow your brand reputation even more.

9. Form a loyal community

Building a community around your content is a great way to create an engaged audience. Interacting with your audience by responding to comments and initiating discussions can help you to build a strong community around your brand. It also lets your audience know that their voice and opinions are valued which can help to develop a greater rapport. You can also use it as an opportunity to build your organic socials. For example, reposting and engaging with user-generated content is not only a great way of showing your audience that you appreciate their enthusiasm for your brand, but helps you to build social content without needing to make the videos yourself.

10. Remember to be creative

Often we get so caught up in creating content that will rank highly in Google that we forget the fun bit – being creative. At the end of the day, an article with an eye-catching title, high quality images and a good hook will always be successful. Yes your content needs to perform well, but it also needs to be engaging and make your audience want to read more. So don’t be afraid to add some artistic flair amongst the facts to truly help your content stand out from the crowd.

Summary: The importance of the human touch in effective content

While AI can assist in content creation and optimisation, it cannot replicate the creativity, authenticity, and human touch you bring to your content. Focus on delivering value, building connections, and consistently offering unique perspectives to ensure your content stands out amidst the AI-powered noise. This will not only help you to attract new, loyal customers, but will show Google that your content is unique, which can help you rank higher in the SERPs, and generate more clicks and impressions. 

For more information on how to create effective, performance driven content, contact us today.

Debdut Mondal - Senior Organic Account Director

Author: Debdut Mondal - Senior Organic Account Director

Debdut is responsible for all the technical aspects of SEO. He remains constantly updated on the latest advancements, harnessing the power of AI to automate SEO for search engines. Outside of work, he enjoys cricket and watching movies with his family.