We can assume that by ignoring many theories, particularly Einstein’s theory of relativity, everyone – at least by age – progresses over time. This progress can also be expressed as development. Can the past contain experiences that contribute to the present? Absolutely! Every new day, the things learned the previous day, can be written down as a decision. When the subject is communication, the time interval that I assume as “a day” expands and all the wise men make assumptions about the future through experiences from the past. Beginning of a New year is a great time for these assumptions to be revealed, because we are all hungry to start over again.
“I could not make enough decisions for this new year/beginning, so l am going to choose a few decisions for myself from those who could make decisions.”
We all do this and it really works. At least I must say that the predictions on technological and scientific developments are very useful. Every innovation that enters our life is actually a topic ended for those who developed this innovation. So, it is an undeniable fact that some people know the future better than the others.
And what about the unchanging rules? Those are my favorites! The rules that can be adapted to every era, those which evolve according to the context of that era and not lose anything in terms of applicability… I can say that this rule is “Be Unique” when the topic is content. Let’s say it:
”The golden rule of successful content in 2019 is again unique production“
There are several adjectives that are attributed for this state of being unique. They can be used precisely, or can be selected according to the content to be described, and sometimes they can be preferred just because they look cool. Like Exclusive Content and Original Content…
In my past media career when I ran between television and radio, especially when “digital” was not even in the horizon, the word “exclusive” was often used. When the topic is content, I like that adjective but today I prefer to use “unique content” because it helps me better to express what I want to tell.
Let’s get back to the Unique Content Rule. Yes, in 2019 as well, you have to be persistent about being unique just like in the years when we first started talking about content. More than ever! Today, with 400 million blogs on the internet besides all the media which announces “I also have what you are looking for”, the content you produce needs to be a trademark. Is everyone going to be an explorer? No it is not about inventing but being unique…
All the people whose physical features are expected to be the same are unique. The infinite number of combinations of the existing or the non-existent is the proof that this uniqueness is possible. The words I heard from a successful scriptwriter in 2005 will support this view:
”It is necessary to pry out the unusual from the usual”
If you can’t, you will make your content unique by using your own uniqueness. A few simple examples from today: Almost every woman uses eyeliner, but we are not the ones who have millions of subscribers, it’s HER… There are thousands of SEO experts but HIS podcasts are being listened to… Similar playlists are made by DJs but HIS playlist is something else… These examples can go on forever…
Whatever your difference is from the others as a human being, you should create content that is going to present this difference remarkably.
And the brands? Actually that party is both lucky and unlucky… The strengths of the brand are clearly stated in the communication and marketing documents of the brands. This is one thing… But what about the things that make them stand out in the crowd? It is not only about finding that out.
Whatever feature distinguishes your brand from the others, you have to strengthen your communication with a content professional who masters that feature from its target to its use, from its market to its trends.
When you are promoting your hypoallergenic nappies, it wouldn’t be right to expect someone at the age of 21 who has never thought of having a child to internalize the subject and it wouldn’t be right to expect a vegetarian to write a mouth-watering recipe for your 100% beef sausages. (there are some exceptions, of course)
Precisely for this reason, SEO is not the goal but the tool. Throwing the most searched words into a bag full of words and spreading them out in sentences and thinking, ”thank god“ doesn’t work. Your small or giant advertising budgets don’t make your content consumable or they don’t turn into sales which is the ultimate target. Unfortunately, I’m happy with this… We paid enough to make them see it, It looks like they’ve seen it, looks like they’ve heard it, the numerical reports say so, bla bla… If the number of employees or partners who are trying to prove that you’re not wasting your money is more than the number of people who are trying to tell your story uniquely and internalizing, you should not be sleeping comfortably. It’s you who should check ROI…
You must create content that your target audience cannot keep themselves from sharing. If you believe that your content has such a power, don’t ever stop.
Try to create content that contains your idea, experience, emotions, or a moment of your life. You are different from the others, so discover that difference first, then combine this discovery with some aspects of curiosity and dare to be unique.
