Lesley Vos

How to Make Your Blog One-of-a-Kind In a Niche

With business blogging on the rise and generating more leads for B2B companies compared to those that don't blog, you might want to focus on your blog for more SEO benefits and long-term ROI for your business. However, it's not all that simple.

It is true: a stellar blog can boost your sales. But it is also true that 53% of marketers consider blogging a #1 priority of their campaigns. More than that, 65% of marketers have increased their use of blogging this year... (Source)

To cut a long story short, competitors never sleep. To overtake them, your business blog needs to be exceptional. It is not enough to write interesting articles, post them several times a week, and share updates on social media. Everyone does this.

Not very inspiring, huh?

Why then do some business blogs stand out, get noticed, and start generating more conversion than traditional marketing efforts? What makes them rock? And what can you do to get into the top league with your blog and make it one-of-a-kind in your niche? Keep reading to find out. 

No Freelancers

Blogging is time and energy-consuming, and that is why most marketers delegate content creation to remote writers. If you hire freelancers to write posts for your business blog, I have bad news for you:

Your blog will never sparkle.

The problem is, no one knows your product or service better than you. They may be great writers, but freelancers are still not competent enough to create a comprehensive, in-depth content for your niche.

What can you do?

  • Engage in-house employees. Working in your niche, they know it inside out and can provide you with interesting data or facts from behind-the-scenes of the niche. Even if the copywriting is not absolutely perfect, such content outshines wishy-washy, samey texts found in most blogs.
  • Publish articles from experts only. Guest blogging is a great way to generate content for your business blog but, as with freelancers, be careful when choosing guest writers. If you want to make your blog one-of-a-kind, accept posts from niche experts only.

A notable example is the SEMrush blog. They post pieces from industry experts and marketing practitioners, and you won't find any mediocre articles there - they are meticulous about every author (yeah, I know it firsthand); and that is why their blog is in the top league today.

Comprehensive Content Only

Sorry, but great content doesn’t work anymore. Exclusive does.

According to Dr. Carmen Simon, people forget 90% of what you share with them. In today’s world of information overflow and content shock, when every Tom, Dick, and Harry has a blog and believes they might be helpful to others, we all need content that is actually useful.

For your blog to be exceptional in the niche, you need to learn how to create high quality content. That means generating posts that are in-depth, data-driven, and actionable. To win the audience, your blog should teach, solve problems, and give something no one else has. So, no rewrites, no poor paraphrasing of competitors, no generic articles, and no topics other than those related to your niche.

Show, Don't Tell

Your comprehensive content attracts visitors and drives traffic to your business website. But what makes people stick around, read rather than scan, and finally convert?

Use the techniques of content creation to hook the audience and hold their attention.

For your business blog to stand out, forget about writing baseline descriptions and widely known copybook maxims. Instead, show them how to solve their pain points. Make good use of visual storytelling, which enables readers to experience your content through feelings, actions, and visuals.

Okay, stories first.

We retain 70% of information through stories and only 10% from data. Remember those page-turner books you couldn't stop reading? They grabbed you because you felt the story truly happened. It evoked an emotional response from you and a connection with the book’s characters and author. The same works for brands: consider storytelling techniques when writing your blog posts, and your audience will resonate with them.

You don't need to be Stephen King or Ernest Hemingway to craft stories. Just define these key moments:

  1. What is the problem you are solving?
  2. What was the insight that inspired you to start?
  3. What do you do to fix the problem?
  4. What is your mission?

In her blog, Henneke Duistermaat best described the process of connecting all four moments to eyebrow-raising stories.

And the brilliant proof of this technique's efficiency is Jon Morrow's post "How to Quit Your Job, Move to Paradise and Get Paid to Change the World." It became the most shareable post at ProBlogger and touched the hearts of more than five million people.

Another one from the same author is "On Dying, Mothers, and Fighting for Your Ideas," published at Copyblogger. Once you have read these two, you'll definitely remember Jon and want to check his Smart Blogger.

The powerful language Jon uses in his stories makes his blog posts show, not just tell. Employ the right language in your content, and you will spark emotions, attract the audience, engage, and therefore guide them through the customer funnel up to a conversion.

Make your blog content sparkle with visuals.

You already know that people are 90% visual beings and that blog articles with images get 94% more views. But the visual asset that is exploding right now and will make up to 80% of all online traffic by 2021 is... video!

To stand out, it is time to start a blog on YouTube or, at least, embed video content into your text posts. The first tactic will help to get more traffic (I bet you know that 55% of all Google search results contain videos), and the second one will give your blog a dwell time boost.

The lead to follow is Brian Dean's Backlinko: as well as his YouTube channel he also embeds videos into his blog posts.

Quality over quantity!

Your one-of-a-kind blog needs to be readable. Together with exclusive and relevant information, you need to think about the format and design of your blog posts. For instance, did you know that SEMrush pays a great deal of attention to the cover images they use in blog posts? They all come from one designer, they are all are exclusive to the blog, and visitors love them!

Bear in mind that stellar smaller blogs don't post content on a daily basis. More doesn't mean better. Plus, if you generate high-quality and — what is important — relevant information, it is physically impossible to do that every day. Don't sacrifice quality for quantity. Turning back to Backlinko: Brian doesn't publish articles often, but they all are top-notch and evergreen for readers to check over and over again.

And what does he do once the content gets old and outdated? Right, he updates old blog posts for even more page views and shares.

The numbers have it: 76% of a blog's monthly views come from old posts. So, choose the articles which still generate traffic, make sure the topic is relevant, and update them for even better results.

Attention to distribution!

No matter how awesome your blog is, no one will know about its content if you don't work on its distribution and promotion. Remember the 80/20 rule? Apply it to your blog: spend 20% of the time on content creation, and let 80% of the time go to content promotion.

To ease the process, create content people would love to cite and share. For that, write articles containing unique data in your niche. Nothing attracts journalists and bloggers more than numbers and facts, so they will share this information, backlinking to your content.


Help Google rank your content on the first page of the search results, so people find and read it. Consider Rank Brain - Google's algorithm that measures dwell time and CTR of your content, ranking it accordingly. For that, you need to write blog articles that keep visitors on the page:

  • Publish long posts (2,000+ words);
  • Make sure they are comprehensive, in-depth, and full of relevant data;
  • Add videos and interactive content to boost dwell time;
  • Concentrate on both content and context of your blog posts (target keywords still matter, but they are not the only ranking factor; LSI or related keywords are what rules today, as well).

What are LSI / related keywords?

LSI keywords are terms associated with your topic. Once Google sees them, it gets a signal about the particular page relevance and awesomeness. How can you find these words?

Use tools like LSIGraph, Soolve, or our time-honored SEMrush for that. Just enter a website in the search box, choose Organic Research --> Positions, & simply consider the words coming up as possible core keywords:

Alternatively, just put your target keyword in Google search and check the searches related section to determine related keywords matching your topic:

For your one-of-a-kind content distribution, consider communication channels: social networks, relevant forums, Q&A communities, corresponding websites — they are many, but it doesn't mean you need them ALL. Choose those working best for your brand.

And don't forget about personalities!

One-of-a-kind blogs can't be faceless: Tim Soulo behind Ahrefs, Jon Morrow behind Smart Blogger, Larry Kim behind WordStream, Rand Fishkin behind Moz — make sure your business blog has a hero. Or, create a mascot: characters like Taco behind Trello or Freddie behind MailChimp make people smile and want to read the content.

To Sum Up

Get creative. Choose quality over quantity. Generate exclusive, up-to-date content that is relevant to your niche. Think of people, not mere traffic — and you'll reach a larger audience, loyal followers, and sincere advocates for your brand.

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Thank you, Shyam!
This comment was deleted.
awesome, thanks
I think your statement about not hiring freelancers is ridiculous. Why would magazines and newspapers use freelancers? Exactly. Freelance writers are capable of researching a topic or story, mastering it and then writing about it. If anything, hiring a professional writer will improve your blog simply because it's being professionally written. Also, it's possible to hire a freelance writer in an editorial capacity - so you write the article based on your deep knowledge, and then the writer polishes it to professional standard. The thing I don't like about many 'business blog articles' is that they lack proper critical thinking and nuance - instead, it's just pretty words churned out for the sake of content marketing.
Hi Simon,

Thanks for the comment!

On your question about why magazines and newspapers use freelances: well, because they are magazines and newspapers, not business blogs struggling for a gold award in their niche. No research is able to turn a freelance writer into an expert in the niche if he doesn't have any professional background in it. Yes, his article would be data-driven and well-written but it won't touch any insights.

But I agree with your point concerning freelance editors: a niche expert isn't necessarily a writing expert, so in case you don't write well but have insides to share - a cooperation with a professional editor would come in handy by all means :)

Hello Lesley:

Loved reading your post, blogging today can certainly make some many content marketers think about moving into a different career. However, if you are up to the challenge their has never been a better time to steer your ship to success with all of the advanced technology we have at our fingertips today. SEMrush content marketing template has been a really big advantage for our agency and we often make use of the new "questions feature" to quickly research what potential problems we can solve in a particular niche. Writing 2000+ word monsters is not easy, but if you put in the time and research the rewards are their and you have a piece that you can be proud of for years to come. Share the knowledge!
Chris Labbate
Thanks, Chris!

Well, 2000 words don't seem too much for in-depth articles sharing the knowledge and solving a reader's problem :) It's time-consuming but no one said blogging is easy. So, agree with you: many tools and techniques are here to help blog hosts; and those willing to stand out will find a way to do that.

Nice Article, however blogs can be very tricky for 99% of the small businesses out there that either write their own article or that buy them. Google panda eats bad content and you'll probably get "Google Slapped" after putting in 20 hours a week trying to write the perfect article. If you don't know what you are doing it's best not to have a blog (unless your website is a blog site) Also, Another problem is having a 6 page "plumbing website" and 200 blog articles? Is the website a blog site or a website? I removed all my blog article from my website https://mindsaw.com and actually improved my ranking score. "I THINK" it may be better to add "articles" related to your subject rather than a "blog" and also make sure the Flesch-Kincaid readability test readability score should be 50
James Vance
Thanks for sharing your thoughts, James! Sure, as a webmaster, you are a boss to decide whether you need a blog. My article isn't a call of everyone to start blogging right away but tips for those with blogs already. As far as we know, there are thousands of blogs on the web today but the very few sound familiar :)
Hi Lesley, this is an awesome post. Thanks for this fantastic article. An eye opener actually. I have read to write posts to the point without adding any self elements to it. It is fascinating to know that telling a story does matter.
LSI is new for me, definitely going to check it. Writing 2000+ post is not easy, along with data and numbers. Not everyone is doing vblog or can't do it. Is there any alternative to it? Or can I rank and suceed without embeding videos in the coming years?

Thanks again.
Thanks for your comment, Hemendra! You are welcome to check Brian Dean's blog for more information on LSI keywords as well as alternative tools to search for them :) Sure, 2000+ words is not a mantra to use for all bloggers: it's just believed that 2000 words are quite enough for an author to describe and develop the article topic. If 1000 is enough for you to write interesting and in-depth articles, you are welcome :) Videos will help you engage more readers and influence dwell time on your website; sure, it will be a big plus for your rankings because Google will consider your content worth showing in top 10 of SERP. Of course, it's not the only factor influencing your website success! As a marketing specialist, you definitely know a million of details to consider for better rankings. With all of them in mind, you can do your best to win Google in 2018! ;)

Hi Lesley, this is an awesome post. Thanks for this fantastic article. An eye opener actually. I have read to write posts to the point without adding any self elements to it. It is fascinating to know that telling a story does matter.
LSI is new for me, definitely going to check it. Writing 2000+ post is not easy, along with data and numbers. Not everyone is doing vblog or can't do it. Is there any alternative to it? Or can I rank and suceed without embeding videos in the coming years?

Thanks again.
I always say "Serps dont sleep" but "competitors don't sleep" works too, it just doesn't roll off the tongue quite as well
Dan Richardson
No time to sleep in this brave new digital world :)
thanks for information.
kubilay eryılmaz
you're welcome. hope it's useful for you :)
Hey Lesley,

Really good post. I enjoyed it.

It is very important to create quality contents for a blog.

Another important thing to make a successful blog is to create a blog as a complete resource for a specific niche. It increases credibility and authority.

I've two blogs. One is on building construction and another is on blogging. I'm trying to make both blogs as a complete resource for my target readers.

However, thanks Lesley for sharing this nice post.

- Liton
Liton Biswas
Thank you, Liton! Agree with you - content rocks, and though it becomes more and more difficult to impress readers with truly qualitative information - impossible is nothing for those who love blogging and care about the audience :)
Lesley Vos
Well done Lesley, and I agree, no freelancers! It's obvious when someone is writing about something they don't practice. No one knows my product or service better than I do which is why I always write my own blog posts and the content for my site!
Mark Stewart
Thanks, Mark! :)
Yes, these are the articles we need. Thank you for the great offer
I would like to inform you of my simple position
aboadam demerdash
Thanks, Aboadam! Honored and pleased to know my work is useful and interesting for you to check.
if we add lsi keywords in our blog then its beneficial in ranking
vikramaditya pandya
yes. actually, if you build a well-researched and compelling article, lsi keywords will be present there naturally. I believe it's impossible to create a piece of content where no synonyms and niche-related words are mentioned :)
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