Marketing blogs are everywhere (we’re aware of the irony). Whether it’s seasoned experts, freelancers or agencies, everyone in any niche seems to have a blog that covers the same keyword-chasing topics, duplicating information and attempting to hack their way to success.
But why do they all sound eerily similar, as if they’re working off the same playbook, regurgitating the same old tips and tricks?
The formulaic trap; copy, paste, and repeat
Many marketers follow a formula. A formula they think will help their content rank on search engines. It’s tempting, right? A proven structure that promises engagement and click-through-rates.
Here’s what it actually looks like – a catchy headline, a compelling intro, a step-by-step guide and a call to action.
There’s nothing wrong with following a formula. It works to an extent. But what value are you providing to the world? You’re confining yourself to your competitors, You all belong to the same category, use your blog as an opportunity to stand out, not sink into the noise.
The echo chamber effect
Another problem? The marketing echo chamber. Marketers and writers consume content from their own peers and, intentionally or not, end up modifying the same ideas. It’s like playing an endless game of Chinese Whispers where originality gets diluted with every iteration.
Why does this happen?
Because it’s safe.
Sharing a practice that is widely accepted or popular in an industry feels less risky. Hence, we don’t allow ourselves (or our employees) to share a fresh perspective. Another reason is jealousy, if a post about “10 best dog collars” is driving significant traffic to your enemy, you’d be tempted to write your own version of it.
But guess what? That’s why everything sounds exactly the same.
Fear of Breaking the Mold
Many marketers hesitate to be bold and different, fearing they might alienate their audience – or worse, fail completely.
But here’s the truth: playing it safe is a surefire way to blend in. If you’re not willing to raise the bar or offer a unique perspective, your blog will simply become another drop in an ocean of sameness.
Dependency on Data and Trends
Please don’t get me wrong here. Data is powerful, but when everyone is researching the same topics, analysing the same reports and trends, their findings and conclusions are identical.
Let me give you an instance: countless blogs on ” New iPhone Rumours” are published every single year, and not one contains any evidence or useful content to the user, it is written to appease search engines and get the click.
By obsessing over trends, your creativity is hindered and fails to set your content apart.
Overloading Buzzwords
Raise your hand if you have ever read a buzzword-filled blog post about optimising touchpoints, scalable solutions, etc. Isn’t it exhausting?
Marketers like using buzzwords because they sound impressive and enable them to position themselves as experts, but overusing them makes your content generic and disconnected. Nobody talks like that in real life.
People only read when you talk to them as a human.
Lack of Real-World Experience
Most people (or AI) writing marketing blogs aren’t seasoned experts. They’re often junior staff or less experienced individuals, relying on second-hand knowledge rather than first-hand experience. As a result, much of their content lacks depth, nuance, and authenticity.
There’s nothing wrong with junior staff creating articles and developing their knowledge. The problem arises when their boss insists on positioning them as something they’re not, misleading the reader to try and appear more established.
How to Stand Out?
So, here’s how you stand out in a crowd of noise.
Embrace your Voice
Know that your perspective is your superpower. Everyone’s role could be similar, but experiences differ. Nobody has the exact blend of experiences, insights and personality that you have. Embrace that.
- Write like the way you talk
- Don’t be afraid of what you know
- Share personal lessons, experiences and mistakes
Challenge Common Wisdom
People are tired of reading the same thing. Ask yourself, can I make a contrarian point here which is aligned to give a better point-of-view or direction to people?
For example, This article you are reading right now.
Make sure whatever you write is thought-provoking.
Go Deep, Not Wide
Instead of writing about the same old topics, write about something niche that you enjoy. Offer something that is rare, insightful, specific and valuable. Your audience will thank you.
Show, Don’t Tell
Back up your advice and write with evidence. The more you can demonstrate your expertise, the more credible and engaging your content will be.
Experiment and Mix up Your Format
Who says you have to follow a particular format, style and writing tone? Experiment with;
- Different topics
- Interactive content like quizzes
- Visual storytelling
Write Evergreen and Be Timeless
Trends come and go with time, but remember principles endure forever. Focus on writing evergreen topics that have the potential to provide long-term value to your industry.
Engage Your Audience
Finally, never treat your blog as a monologue. Encourage questions, ask comments and invite people to share their thoughts and opinions. This will make your content even richer.
Final Thoughts
So, is your content stuck in the loop of imitation, repetition and fear of originality?
You don’t have to follow the herd. By embracing your unique voice, challenging the norm and providing unique and real value, you can create a blog that not only stands out but also connects with your audience.
Remember, originality isn’t just nice to have. It’s the only way to build a brand that people trust, remember and connect with.