Why marketers need to stop chasing uniqueness and start being uncommon

Remember when having a unique selling proposition (USP) was enough? Ahhh, good times, but those days are gone (soz) and they’re not coming back. I don’t know if you’ve noticed but the digital landscape is now as crowded as Twitter got back in 2015 - where it felt like you were at a party where everyone was shouting and absolutely nobody was listening.

That makes trying to be unique an attractive option, like donning a flamingo costume and hanging out by the punch bowl. But the problem with a lot of brands being ‘unique’ online is that it’s sort of like naming your baby William but spelling it ‘Willyam’ - sure, it’s different, but for what purpose? And what are you telling the world about yourself in the process?

Here’s the hard truth: Your audience doesn't care if you're unique. They care if you're worth their attention.

Quicklesson: Stop chasing differentiation for its own sake. Start focusing on showing up in ways that actually matter to your audience.

Three ways to build uncommon presence that connects:

1. Find your authentic voice

Generic content is killing engagement. And AI is making it worse.

This means:

• Developing a distinctive tone that feels human

• Creating content that sparks real conversations

• Speaking directly to audience challenges

• Showing personality without losing professionalism

2. Build trust through consistency

Anyone can publish content. Few build lasting authority.

Focus on:

• Delivering genuine insights, not just information

• Creating valuable resources your audience actually needs

• Maintaining quality over quantity

• Showing up regularly with purpose

3. Commit to depth over difference

Surface-level content is everywhere. Depth is rare.

Successful approaches include:

• Sharing real expertise and experiences

• Taking clear positions on industry issues

• Creating substantial, thoughtful content

• Building genuine connection with your audience

Quickquote: "Uncommon isn't about being the loudest thing in the room — it's about being the truest." - Robert Rose, writing for the Content Marketing Institute

Quickaction:

1. Review your current content. Does it sound like everyone else in your industry? Time to find your voice.

2. Identify what makes your approach genuinely valuable. Focus on that instead of forced differentiation.

3. Create a content plan that prioritises depth and connection over volume and keywords.

Quick extra tip: Before publishing anything, ask: "Does this add real value, or are we just adding to the noise?"

The bottom line: Stop trying to be unique. Start being uncommon by creating content that actually matters to your audience.

Want help developing an uncommon content strategy that builds real authority? Let's talk.