Content Only You Can Create

Ten years ago, I noticed that much of what we were seeing online was beginning to sound the same .Every week, there was another blog post formula: “What X Can Teach You About Y” or “5 Ways to Save Your Business (or Your Life)”. And while lists and these kinds of articles perform well (people like digestible, bite-sized advice), the problem is that they’re easy to replicate—and even easier to forget.

What I learned then about written content, is as valid today with video content. If you want to stand out spend time creating content that only you can create, reflecting your unique experiences, your specific expertise, and, perhaps most importantly, your brand voice. So, how can you develop this voice and use it to craft content that cuts through the noise?

1. Say Something Only You Can Say

The easiest way to stand out is to share insights or experiences that no one else can replicate. Whether it’s a client success story or something you learned on a specific project, your real-life stories add personality and depth that generic advice never could.

2. Embrace Your Brand Culture

Your company’s personality—the people, quirks, and values that make it unique—is your secret weapon in creating memorable content. Share behind-the-scenes glimpses, profile team members, and let your audience experience your brand’s culture. This approach allows both customers and prospective employees to connect with you on a personal level, giving them a feel for what they can expect before they ever walk through the door.

For example, rather than just talking about projects, share the story of how your team donates equipment to Habitat for Humanity, or highlight a particularly impactful client project. These stories not only make your content more engaging but also demonstrate your values in action.

3. Find Your Unique Voice—and Use It Consistently

Developing a unique voice is easier said than done, but it’s essential for standing out. A consistent voice helps build trust and familiarity with your audience, whether you’re a museum creating a playful social media persona for a dinosaur skeleton (like the Field Museum’s Sue the T-Rex) or a Dove Soap building awareness of body positivity, female empowerment, and self-love.

At the end of the day, finding your voice comes down to asking yourself: How do I want people to feel about my brand? By focusing on the emotions and values you want to convey, you can begin to shape a voice that feels authentic and resonant.

Final Thoughts

While the same tired reels, and typical blog formulas have their place, they shouldn’t be the only tools in your content toolbox. To truly stand out, you need to craft content that reflects who you are and what you stand for. When you do, your audience won’t just consume your content—they’ll remember it.

Then look for More Than a Few Words wherever you listen to podcasts.