How to Create Unique Content for Better SEO

Why does unique content matter?

Consider Janis Joplin.

On a technical level, Janis’ voice isn’t great. Her pitch is wobbly; her tone is nasal and gritty; her range is limited. There are hundreds of people waiting tables right now who can sing circles around her. Yet Janis is an enduring icon—because her voice is unique, not in spite of it. The moment she starts wailing, you would never mistake her for anybody else. She’s not a cookie-cutter karaoke star. She’s a bona fide original.

Uniqueness makes you stand out. That’s doubly true in the B2B content marketing world. It’s triply true now that AI-generated content is flooding search results with optimized but hollow content-by-volume.

Your brand’s unique personality, as expressed by your content team, can cut through the nonsense and earn attention.

Here’s what makes content unique, how uniqueness helps SEO, and what you can do to get it.

Three Ways Content Must Be Unique for SEO

We all know that content should be original, empathetic and valuable. These attributes are the price of entry—they’re the minimum. Unique content needs to also be:

Unique from AI-generated content

I had a moment of truth a few days ago. I had written an article based on a Chat-GPT outline and wanted to make sure I didn’t incorporate too much AI-ness. So I used an AI detector.

The detector flagged my 100% original text as AI generated.

In other words, I was writing like a bot. I quickly rewrote the paragraphs in question to make sure they conveyed the human behind the text.

And now I’ve demonstrated what makes non-AI content unique: A human point of view. The previous couple of paragraphs are about something I experienced. AI doesn’t do that—it has no lived experience to draw from.

Keep your content unique from AI by:

Bringing a singular personal perspective
Using metaphor and analogy
Practicing empathy for your audience
Surfacing new ideas by drawing on past experience

AI can’t do any of these things reliably or well. Make sure your content won’t make anyone wonder if it was written by robots.

Unique from other brands’ content

If your content was stolen and published on a competitor’s site without your branding, would anyone be able to tell? Would your brand’s experience, insight, and personality shine through?

There are a few ways to make sure your content couldn’t come from anyone else, including your competitors:

Tell unique brand stories. Talk about your customers, your years of service, your employees. Weave these brand stories into every piece of content.