According to research from Content Marketing Institute and MarketingProfs, 77% of B2C marketers and 93% of B2B marketers are doing content marketing. That’s a lot of blog posts, webinars, SlideShare presentations, and ebooks. With so much content being produced, how do you ensure yours stands out? In this presentation, we share tips from content marketing experts on how to make your content unique. We also provide a framework for thinking about how to make your content stand out.

1. @DNNCorp | @dshiao | #mprofs

2. Who’s Creating Content? Everyone.
73% of B2B Marketers are producing more
content than they did one year ago
69% of B2C Marketers are producing more
content than they did one year ago
Source: Benchmarks, Budgets and Trends, B2B Content Marketing
from Content Marketing Institute and MarketingProfs
Source: Benchmarks, Budgets and Trends, B2C Content Marketing
from Content Marketing Institute and MarketingProfs

3. “Content marketing
done right.”

5. Photo via “jencu” on flickr.
“Content? I got
next.”

6. Some adjectives to
help guide us.

7. Photo via Ruth Ellison on
flickr.
Unique
Different
Rare
Unusual
Memorable
Uncommon
Distinctive
Remarkable
Exceptional
Extraordinary

8. Conventional
List-based content
SlideShares
Infographics
Twitter chats
Webinars
Audio interviews
eBooks

9. From Conventional to (More) Unique
List-based content
SlideShares
Infographics
Twitter chats
Webinars
Audio interviews
eBooks
Longer lists
Video SlideShares
Interactive Infographics
Google Hangouts
Regional Events
Video interviews
Interactive eBooks

10. How to MakeYour Content
Marketing Unique (Now That
Everyone’s Doing It)
A blog post you may
find interesting
Why the Future of Content
Marketing is Interactive
Content
Oh, and if you liked
that one, check this
one out, too 

11. Now,let’s ask some
content marketing
experts.

12. If you like an expert’s
tip,we’d love for you
to tweet it!
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this
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tweet. If you move your mouse towards the middle of this
same area, you’ll end up advancing to the next slide 

13. “To stand out,
create content
that readers
can interact
with: Quizzes,
clickable
images,
interactive
infographics,
dynamic
widgets,etc.”
Yael Kochman
@Yaelkochman
Tweet
this

14. “Use a free
image
creator like
Canva to
brand your
thoughts w/
images &
visually
represent
content.
Images get
more shares
& stats!”
Stacey Miller
@staceylamiller
Tweet
this

15. “Incorporate
quotes from
influencers,
experts,and other
big shots.Let them
know... and watch
them share,share,
share!”
Carter Hostelley
@carterhostelley
Tweet
this

16. “Curate content to
monitor what is
being said in your
industry: fill in the
gaps and publish
what hasn't been
written yet.”
Guillaume Decugis
@gdecugis
Tweet
this

17. “Create content
that has the
spice of life by
referencing
true stories
from your
community and
personal
experiences.”
Leslie Belknap
@LeslieBelknap
Tweet
this

18. Advanced Tactic:
Content Co-Creation

19. Content Co-Creation
Source: New York Times article, May 20, 2015

20. Content Co-Creation
“The amazing thing about using this software is you can produce an amazing
video every day with big production values.”
“Mr. Garrett has more than 5.7 million subscribers to his Stampy videos, which
have been seen almost 3.5 billion times, placing him just ahead of Lady Gaga in
terms of cumulative views.”
“From Minecraft’s earliest
days, the company behind
it encouraged people to
share video clips on
YouTube and other social
media sites, seeing it as a
potent form of grass-roots
marketing.”

21. Content Co-Creation
Visit: Create Airbnb website. Hat tip to Ann Handley (@annhandley), who mentioned this site in a recent article.

22. Content Co-Creation
Cost efficient
Cream rises to the top
You’ll see better quality
than you could do yourself

23. “Be yourself.You
are the most
unique thing
you have to offer.
If you are boring,
then try pictures
of kittens.”
Craig Rosenberg
@funnelholic
Tweet
this

24. “Stay true to
your brand.
That's a
powerful
filter.”
Margaret Molloy
@MargaretMolloy
Tweet
this

25. “Exceptional
content offers a
new slant,
presents info in
a new way,
and/or provides
deep,accurate
detail.”
Brad Shorr
@bradshorr
Tweet
this

26. “To stand out you
need to find your
niche,leverage your
expertise &
consistently
provide true insight
& opinion. Most of
all,be authentic!”
Jeanne Sachs
@jlsachs
Tweet
this

27. “Stop being so
self-centered.
Your content
should be
useful to
someone that
will never
become your
customer.”
Eric Wittlake
@wittlake
Tweet
this

28. A framework for
thinking about
content uniqueness

29. Uniqueness
Sustainability
Opinion
(contrarian)
Opinion
(conventional)
Industry Data
Survey Data
Newsjacking
Media Format
Expertise
Knowledge
Customer Data
Perspective
High Quality
Landscape of Content Uniqueness

30. “Find a way to inject
a bit of personality
into everything you
create & deliver it
with fiery
enthusiasm (or
heavy metal
analogies).That’s
what works for me.”
Jason Miller
@JasonMillerCA
Tweet
this

31. “Do original
research.We all
want fresh
information, not
the same old
rehashed facts.
Research that
challenges
assumptions is
best.”
Pam Neely
@PamellaNeely
Tweet
this

32. “Identify gaps in
your industry by
analyzing what your
competitors aren't
doing and the
challenges your
customers have that
aren't addressed.”
Brian Honigman
@BrianHonigman
Tweet
this

33. “Know who your
audience is.Create
content they'll love.
Add your unique
angle.Make sure they
see it.Repeat.”
Todd Wheatland
@ToddWheatland
Tweet
this

34. “Your content is not
for THE crowd; it's
for YOUR crowd.
Gather them,ask
them about their
challenges,then
create content to
serve them.”
Carrie Jones
@caremjo
Tweet
this

35. “You're far
more likely
to engage
readers and
get
remembered
when you
express your
opinion and
take
chances.”
Barry Feldman
@FeldmanCreative
Tweet
this

36. Photo via Ruth Ellison on
flickr.
How willYOUR
content be
unique?