The Best Way to Differentiate Your Blog

One of the blogging tips that I hear a lot is be different. Be unique. Stand out from the crowd. This is a great advice for typical businesses and it’s also helpful for probloggers especially with all the competitors on the internet.

But how can you apply it practically to your blog?

I’ve been thinking about this advice for the last couple of years and from my experience, I think I’ve realized the best way to differentiate your blog. The answer is pretty simple so it might surprise you.

Narrow your topic.

That’s it. Nothing too complicated or revolutionary, but this suggestion will make your blog different from 99% of the other blogs.

Copycat Blogs

I wrote last week that copying A-list blogs is not a good idea for the average problogger. Yet, most blogs look to the A-listers as examples. I said that reaching the success of the most popular blogs is very unlikely. It’s much better to implement the strategies of successful mid-level blogs. These blogs may not earn the millions that the A-listers earn but they still make a decent wage and their success is much easier to achieve.

But there’s another reason why A-list blogs should not be your example. A-listers are all about getting a lot of raw traffic, so they cover a very wide range of topics. This lets them reach the most amount of people.

But if you try this tactic, you’ll end up fighting a losing battle. See the A-list blogs have much more resources than you. They have more money, more staff, and better partnerships. They will cover your niche much better than you. If you copy them, you’ll end up with a subpar copycat blog.

And here’s the big question. Why would someone read your copycat blog when they could read the A-list blog?

Go Deeper Not Wider

Fortunately, with many bloggers copying the A-listers, there’s a lot of opportunity for probloggers who choose to specialize and focus. Instead of focusing on all usual subjects in your niche, pick only 1-2 and really learn them well. In other words, go “deeper” instead of “wider”.

For example, let’s say you have an interest in video games. Instead of trying to cover every single video game like Joystiq, you decide to only write about Xbox games. You could even narrow that subject down. Maybe just do Xbox reviews. Or only blog about future Xbox games. Or just create Xbox strategy videos. You get the idea.

After some time, by focusing on a small topic area, you’ll get enough experience to draw from that will help you generate truly unique valuable content. Quality goes down when you’re juggling too many things but it goes up when you concentrate on a few things. You’ll actually become an expert instead of a so-called expert that just spouts the same old advice that everyone’s already heard.

Going deeper is better too because you can make more per visitor. You’re delivering more value so you can charge more. You won’t need a ton of traffic to make a decent living.

Performancing offers blog management services.

Improve Your Blog’s Brand by Creating New Jargon

Yaro Starak has some great advice for bloggers in one of his recent posts. He advises us to create new jargon for our niche. This strategy builds the perception that we are experts who know what we’re talking about. Also, a new term or buzzword can function like other branding elements such as a logo, blog design, or writing style since the term will remind people of our blog.

Borrow Terms From Other Niches

You don’t necessarily have to create something completely new. You can take jargon from other niches and apply them to your niche.

For example, Bill Simmons is a sports writer that’s famous for an NFL playoffs gambling guide. I think one of the reasons his guide became popular is because he gave it a unique name. Instead of just using a generic name like “A Guide to the NFL Playoffs”, he called it “NFL Playoff Manifesto”.

The word “manifesto” is typically used in politics, arts, and technology, but Simmons creatively used it for American football. The unique name of his guide differentiates it from other guides, which gives him an edge in perception and branding. Plus, “manifesto” sounds more authoritative than “guide”.

Help Your Readers Understand Abstract Concepts

Not only does new jargon brand your blog, but it can help your readers understand abstract concepts. For instance, consider Seth Godin’s term purple cow. He invented that term to help online businesses understand the classic marketing concept, unique selling proposition, or USP. USP can be a difficult concept to understand but the metaphor of a purple cow standing out in a field of regular cows makes the concept easier to understand. Also, the concept sticks better since it’s hard to forget a mental image of a purple cow.

Keep Important Ideas Fresh in Your Readers’ Minds

Sometimes a term gets overused and becomes cliche. You can give it a fresh, new name to keep your audience’s attention. For example, some of the basic advice for bloggers is to “write quality content”. We get told over and over that “content is king”. Yaro created a new buzzword, pillar article, to remind us the importance of quality content. Also, his term helps us think about quality content in a more concrete way. Chris Garrett and Brian Clark have similar words, flagship content and cornerstone content, respectively.

Make Your New Concept More Memorable

If you come up with a totally new philosophy or idea, you’ll definitely want a short, catchy buzzword to quickly describe it. A short phrase is much more likely to spread virally than a long-winded explanation. Consider Tim Ferriss, author of The 4-Hour Workweek. He uses the term lifestyle design to refer to his philosophy of escaping the 9-5 job and living your dream life. And he calls the people who are successfully implementing the philosophy the new rich.

Give an Unnamed Concept a Name

Finally, you don’t even have to actually develop the concept. You can take an existing but nameless concept and give it a memorable name. (Of course, give credit to the original source.) For instance, Malcolm Gladwell popularized the term 10,000 hours rule, which states that it takes about 10,000 hours of practice to achieve expertise in a skill. But he got the concept from chess. Studies have shown that it takes at least 10,000 hours of chess practice before you can become a grandmaster. Gladwell took this concept and applied it to many different fields in his best-selling book, Outliers.

Over to You

Have you ever created a new buzzword?

What are some ideas for new jargon that could work in your niche?

Performancing offers blog management services.