What Makes Content Unique

Figuring Out What Makes You Unique

Define your value proposition and uncover your true brand identity. Your voice, your unique selling point, and your competitive advantage, that’s what makes you unique.

Applying This to Your Content across Platforms

Learn how to build market differentiation into every post, page, and platform. We’ll break down how to spread your voice across your website, social media, email, and blogs.

Standing Out with Unique Content

Make your content impossible to copy and irresistible to your ideal customers. We’ll explain why this is key, especially in a world where AI-generated content is everywhere.

Identify What You Offer That Others Don’t

Your Unique Selling Proposition (USP) is the one thing your competitors can’t replicate; it’s what makes you, you. Maybe it’s your hands-on customer service, maybe it’s your ultra-efficient process, or maybe it’s your impressive 30-year track record. Whatever it is, that’s the thing people need to hear first. 

It’s not about having the flashiest offer, it’s about being clear on what you bring to the table and what people get out of working with you. Your USP should answer the question, “Why should someone choose you instead of anyone else?”—and the clearer that answer is, the stronger your content (and your business) will be.

Sound Like Yourself in Your Content

Your brand voice is your personality in writing. Whether it’s friendly and casual or formal and polished, your tone should match your brand’s vibe and the people you’re talking to. The way you write and talk in your content shows people what kind of business you are—and what it’s like to work with you. If your voice is consistent, people start to recognize you just by the way you write. That’s powerful. 

That could mean using contractions, shorter sentences or adding a bit of humour. You can even adjust your tone based on the platform: punchier for social, more structured for web pages—and still be you. The goal is just to sound like yourself. That’s what people connect with.

Know Exactly Who You’re Talking To

Creating content without knowing who you’re talking to is like hiking without a trail map—possible, but you’ll probably get lost. You wouldn’t talk to a room of CEOs the same way you’d speak to new homeowners, right? Defining your user personas (a.k.a. your ideal customers) helps you know what your audience actually wants to hear. You’ll know what problems they face, what language they use, and what they actually care about. 

This makes it easier to create content that feels relevant to them. That’s how you build strong market positioning and real brand differentiation. In short: knowing your people helps you speak their language. That’s what gets people to pay attention and eventually choose to work with you.

Make Your Website Speak for You

Something like: “Welcome to our website. We provide quality services to meet your needs.” To a visitor, that feels like walking into a store where everything’s hidden behind cupboards and no one greets you.

Now imagine a homepage that clearly states who you are, who you help, and why you’re the best at it: “At GreenSprout Landscaping, we turn neglected backyards into family-friendly outdoor retreats without the premium price tag.” That’s market positioning, baby.

Your value proposition should be front and centre: simple, direct, and focused on what matters most to your customers. It will give a clear picture of what you do, how you do it, and why it’s worth it. People will land on your page and think, “Yep, this is exactly what I need.” That’s the magic of a unique, well-branded website.

Bring Your Personality to Social Media

A generic Instagram post might read: “We’re now offering new services. Contact us for more info.” The problem? It doesn’t tell people what the services are nor why they should care. It’s vague, forgettable, and easy to scroll past.

Now compare that to something like: “Tired of cleaning your gutters every fall? Our new leaf-free system keeps the gunk out and your Saturdays free. DM us to book!” That one works because it speaks directly to a real problem, offers a clear solution, and sounds like something a real person would say.

Social is where your brand gets to loosen up a little. Whether you’re more casual on Instagram, more informative on LinkedIn, or playful on TikTok, your voice can (and should) flex depending on the platform—but your posts should still reflect your vibe and the way you naturally speak. Think of it like texting your audience, not pitching them. People follow people, not robots.

Share What You Know in Blogs and Newsletters

A generic blog title like “Top 5 HVAC Maintenance Tips” doesn’t do much. It’s broad and overused. Same with an email subject like “Check out our latest updates”—it gives no reason to click, no context, and no value upfront.

Now try this instead: “How to Keep Your Heat Pump Happy Through Winter (and Save Money Doing It).” That’s specific, useful, and speaks directly to a real-life concern. Or in a newsletter: “Here’s what our team learned fixing 27 systems last week—and what it means for yours.” That kind of writing shows you're active, experienced, and looking out for your customer.

People can spot mass-produced, AI-ish content from a mile away. What cuts through the noise? A real story. A helpful tip. A slice of personality. When you give people useful info and speak like a real human, they’re more likely to trust you. Your blog becomes a resource, not just a sales pitch. Your emails feel like a conversation, not a campaign. This is where real relationship-building happens.

Differentiate Yourself from AI

AI’s come a long way, and we’re not knocking it. It’s fast, efficient, and it can spit out 500 words on plumbing in 30 seconds. But that’s the thing: it sounds like it did. Generic, safe, and about as exciting as dry toast. Your edge? You're human. The little turns of phrase you use, your favourite expressions, your word choice, even your sense of humour… AI can't fake that. 

AI tools can help you write faster, sure. But they can’t sound like you. They don’t know how you talk, how you treat your clients, or how you explain things in your own words. That’s your job. When you write like a real person, like yourself, it feels honest—and people notice. So write the way you actually speak. That’s how you carve out your spot in a sea of sameness.

Make Content That Can’t Be Duplicated

Let’s say two businesses offer the same service. One posts recycled tips from ChatGPT. The other shares what they’ve learned on the ground, from actual experience. Who do you trust more? It’s a no-brainer. Anyone can list tips they found online. What they can’t do is share your lived experience, like what went wrong on a job site last week, how you fixed it, and what you learned.

The best thing about it is that no one else can copy your perspective: real-life stories, personal takes, and even lessons learned the hard way. That makes it a sustainable competitive advantage, especially in a market where everyone's using the same tools. AI can speed things up, but it can’t speak from experience. That part has to come from you, by sharing the stuff that only you could talk about.

Be a Person, Not Just a Business

People don’t fall in love with businesses. They fall in love with personalities. What draws them in isn’t just what you sell, but how you come across. Are you friendly? Helpful? Funny? That’s what shapes the way people feel about your business. When your voice feels like a person, not a template, people start to recognize your overall vibe. 

You don’t need to pitch your services every time you post. Sometimes it’s enough to tell a quick story, share something you’ve learned, or just offer a bit of advice without expecting anything in return. When you do that consistently, your voice starts to feel familiar. They don’t just see a logo—they see a personality. They remember your stories, relate to your approach, and feel closer to you. Unique content isn’t just marketing. It’s relationship-building.