How to differentiate your content within your industry

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Have you ever been in the process of thinking about what content to write or have been in the middle of creating it but in the back of your mind you might have thoughts such as:

  • “What if people think I’m repeating others content?”
  • “I’m not sure how to make this blog stand out from other similar content.”
  • “I shouldn’t write about this topic because it’s been written about before.”

In this episode, Chris explains why you shouldn’t worry about these things and what you should be focussing on instead.


Additional Resources:


I’ve got a really good feeling that we’ve all been in this type of situation before when you are planning out your content, you’re thinking about what content you want to do for your business.

It could be a podcast, it could be videos, could be blogs, whatever it is, and you’re thinking to yourself, “Someone else in my industry already does this really, really well. They’re leading the industry with their content.” Or, “Somebody else is already doing what I do.”

Maybe you think they’re better than you, and this is stopping you from doing your best work, because you’re keen to get your advice and your content out there to your audience, but this other person, or group of people, or group of companies in your space are already doing really, really well with their content.

Now, I think we’ve all been here.

I think this is a real problem if you really want to get your content out there and your ideas out there, it can really hold us back.

Now, the first thing to realize here is that if we all had this attitude, then nobody would do anything, right? Because there is absolutely nothing new under the sun.

Why should I bother doing this podcast?

People have probably talked about this exact topic before in blogs, and videos, and podcasts. I’m sure of it.

Is it possible that I could say it differently, or maybe better, or perhaps from a different perspective? Probably. Absolutely.

Is it possible that maybe my audience are different and want something different from me versus someone else? Probably too, yeah?

I think we need to get over this.

It’s not really a valid excuse or reason. I think that if, like I said, if we were all to have this attitude, there wouldn’t be lots of books, and podcasts, and videos coming out.

I mean, how much content do you think is created every single day? There’s nothing new under the sun.

I mean, I’m reading books just now, and in those books, the content was written 2,000 years ago. 2,000 years ago. I mean, literally nothing new under the sun. It’s all been said before, so we can’t let this hold us back.

Is it possible that you could do it better, perhaps more clearly, or perhaps there’s a unique way that you could present the content, maybe on a different platform, a different medium or a different way? Could you go deeper? Could you go further, maybe more research?

Perhaps you could do the same thing, but it’s for a different market niche industry, or a different group of people.

Is it possible that you have your own audience out there, and that you could build your own audience? Of course it is.

This is especially true if you already have clients, perhaps you’ve already got customers, you’ve already got an audience. People are already getting value from you, so there’s a good chance that others will too.

We have to serve our audience.

This is a responsibility that we have that we have to serve our audience. It’s a big part of our responsibility as business people, as content creators.

Our audience are out there, but they won’t just hang around and wait for you forever. They will find someone else to entertain them, to educate them, to get value from.

If you truly want to take that responsibility on, it is our job to serve our audience.

We have to get over ourselves, we have to in some ways ignore what other people are doing so that we can get our unique perspective out there.

There’s a process to go through. The process isn’t about you, it should be about what you do, and what you say, and how you turn up for your audience. Help those people with your content, whether it’s a blog, whether it’s a video, whether it’s a podcast.

I mean, you’ve got to think to yourself, “Well, what’s the alternative?” To do nothing. No, that’s not the alternative. Got to pull our pants up. Let’s get on with this thing. Let’s make it fun, let’s enjoy the process, let’s build a stronger relationship with our audience.

They want to hear from us. They want your unique perspective. Give it to them. No excuses, let’s do it.

Have an amazing day, and I’ll catch you next time.

Don’t forget to be awesome.

If you would like to get a little bit more involved in what I do and maybe hear from me a little bit more often, then jump over to Facebook and search for the CMA Facebook group, click the join link, and I’ll see you in there.

About Nicola Crawford

Marketing PA at the Content Marketing Academy.
In business, I believe in people first.
Mum to two crazy kids, Alaina and Morgan.
Green belt in Shotokan Karate.
Always learning, always growing.