One of the biggest mistakes that website owners and business owners make when running a blog, is failing to understand what really makes a successful post. This is something that we see time and time again in the industry, and it’s something that can prevent a brand from ever reaching its full potential.
Let me ask you: what is it that makes professional, high-quality content?
You might well give any of the following answers:
- Engaging copy that draws the reader in
- Correct spelling and punctuation
- Informative or entertaining
While all these things are true, none of them will ensure that your content does well. Your content could be technically excellent but still be missing that “X-Factor.”
So, what is the X-Factor?
It’s About Uniqueness
For an article to be truly successful, it needs to be unique. More specifically, it needs to offer unique ideas, insight, or information. Let’s imagine a fitness website for a moment. There are literally millions of fitness websites on the net, but only a few ever rise to the top. 99% are, therefore, doomed to failure.
Why is this?
The truth is that they don’t offer anything new. Many “internet marketers” hoping to make a splash in the fitness niche will hire (cheap) writers to run their blogs. They will then fill said blogs with posts like this:
- How to Get Six Pack Abs!
- How to Build Big Guns
- A Home Workout For Powerful Glutes
- Top 10 Diet Mistakes
These articles could be written extremely well, but they are never going to go viral or attract hundreds of natural, inbound links. The reason is simple: we’ve read these articles a thousand times!
The worst part is that the writers are unlikely to be genuine “fitness experts.” Therefore, they are unlikely to have any insider information that isn’t available from thousands of other websites. The writer might be good at writing; but they still have no option other than to look up fitness articles and effectively rewrite them. Thus, the content is doomed to offer nothing new.
And if your content consistently fails to offer anything new, it’s not going to build a following.
Why a “Bad” Writer Might be Better
For this reason, it is actually much better to hire someone who is a fitness expert first, and a writer second. That way, they can write content that has a genuinely fresh perspective. They can spot inaccuracies when doing research. They can challenge conventional wisdom. And they can cover breaking news and studies in the industry.
This isn’t just true for fitness, but for any topic that you want to cover on your site.
If you aren’t an expert in your niche, then you need to hire a writer who genuinely is. A writer with a genuine passion for the subject they’re writing about. This will speak volumes to the audience, and it will help you to stand out as a great resource for new ideas and information.
The good news? We offer expert writers in EVERY niche. We have personal trainers and sports coaches, as well as ex-CEOs, programmers, doctors, and writers from every other walk of life. These guys know their topics AND they can write. That’s why we pay them top dollar.
And it’s why we know they can take your brand to the next level.
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