Is There Really Such Thing As Unique Social Media Content?

Posted on March 28th 2013

Is There Really Such Thing As Unique Social Media Content?

social media content strategyDo you think it’s possible to create truly unique, compelling content on social media for your business or brand?

Consider this, every single day there are…

1,310,000 new blog posts published – on WordPress alone (source: wordpress.com/stats)

200,000,000 tweets (source: blog.twitter.com)

422,000,000 Facebook status updates (source: thesocialskinny.com)

50,400 hours of video uploaded to YouTube (source: thesocialskinny.com)

40,000,000 photos posted to Instagram (source: washingtonpost.com)

Needless to say, there is a glut of new content created each and every day. Even the most imaginative businesses, brands, agencies, and other professional content creators can have a difficult time finding ways to make their content stand out from the rest.

With the sheer volume of content being created every second, you really shouldn’t beat yourself up about this. Inevitably, even the content you haven’t even thought about creating yet, has probably already been produced somewhere, by someone, on one platform or another.

And if you do manage to think of something truly unique, chances are that someone is probably thinking a similar thing to you at that very moment. In fact, some of the most important thinking in history was being conceived by different people, in very different places, at virtually the same moment in time. The telephone was invented by Alexander Graham Bell, right? At virtually the same time Elisha Gray patented his design (more examples of these occurrences here and here).

Crazy, right?

How can you possibly create content on an ongoing basis that is going to be unique, that people are going to want to consume, and that you can truly feel good about?

Believe it or not, there is good news. There are actually a couple of surefire ways that you can make your content stand out, and they’re easy to apply.

Authenticity

Create content with your own voice, and in your own style. Don’t pretend to be something you’re not. People will see through it and your content will suffer as a result. No matter how much content is being created every day that might be similar in nature to yours, you are the only you. So, exploit that as a key difference.

Experience

The experience you, your business, or brand has accrued can be another differentiator when it comes to content creation. Nobody has the same experience to draw upon, apply, and share with their audience. Use all of this to your advantage and give your content a fresh perspective – yours. Also, demonstrating your experience is proof of your capabilities and expertise, both key to any consumer making a purchase decision.

What do you think, is there such thing as truly unique content? How do you go about applying authenticity and your experience to your content?

image: unique/shutterstock

RGBSocial

Matthew Peneycad

Matthew blogstweets, and posts as RGB Social with the aim of sharing his advertising agency experience in social media and digital marketing with businesses and brands of all sizes.

Blog: blog.rgbsocial.com | Twitter: @RGBSocial

See Full Profile >

Comments

jeremywiddup
Posted on March 29th 2013 at 4:14AM

Interesting stats and these make you realise that there is a new world needed for creating / producing / curating content - you have to increasingly strategically define your competitive advantage when doing so. 

But measuring if you really do need to do this right now - Is the real question.

So understanding the amount of 'Agitation' that exists in the subject content areas is the litmus test. 

You need to measure your space that you publish content for - Is there lots of closely competing blog sources that are close substitutes - If there are not - Then your advantage might hold for the moment - if there are lots - Then you got to think about investment in some of the sources of advantage - See points 1 to 4 below.

But where do you look for your sources of advantage?

1. Make the content difficult for the subject itself to be copied with degree of understanding that you have - For example make it local, niche, expert or personality driven.

2. Erect barriers that are very difficult to overcome and that would require considerable investment by competitors in order to follow - for example make it research driven and so requires investment in a lot of time or real money - Details gained from expert interviews - collect real data from conversions and generate insight from raw data that requires effort, time and money.

3. Form partnership that are exclusive with the sources of content so that these sources are not available to others - For example if you are blogging about a tech subject type - Then become the Exclusive authoritive source for the largest maintenance company for that tech type - and get the low down on the common problems - real case stats and solutions.

4. Similarly rather than focus on the supply side - Reach out and invest in the demand side and get closer to users - For example run the blog based around the survey data that you collect or any other means of generating exclusive data (rather than comments on your blog content) - again this is investment in time and money.

Most of this requires something other than desktop research of the web - And why do something different that is not just the traditional armchair blog commenting, curration and opinions....cos everyone is doing this and this method has low barriers to entry - and so it’s easy to copy – So you are less comparative!

RGBSocial
Posted on March 29th 2013 at 5:08AM

Hi Jeremy, 

Thanks for the amazing comment and great perspective. I couldn’t agree more that there are some categories, subject matter, and ideas that are better trodden than others, and that a thorough understanding of your content space is critical to understanding the lengths that will be required to create unique and meaningful content for your audience.

All together, this is great advice. Thanks again.

Matthew.