Stop Trying to Be Better

Today I heard a quote that immediately made me think about marketing and content creation. I was so excited that I shared it with my students right away.
"We don't have to be better. We have to be different."
The more I thought about it, the more I realized how much this idea applies to content marketing.
In my content marketing classes, students are constantly asking how they can create better content. They want to write the perfect post, design the perfect graphic, or create the perfect video.
While that sounds like the right goal, I don't think it is.

Better Isn't Always Memorable
Think about the content you remember. Was it the post with perfect grammar and flawless design? Probably not.
You likely remember the content that made you stop scrolling. The post that challenged your thinking. The story that made you laugh. The video that taught you something new. The article that solved a problem you were struggling with.
People rarely remember content because it's perfect. They remember it because it was different.

Different Doesn't Mean Being Loud
Being different isn't about using clickbait or trying to shock people. It's about creating content that offers a unique perspective, shares authentic experiences, or provides practical value.
In a world where thousands of posts are published every minute, standing out often comes from being more human, not more polished.

Three Ways to Create More Distinctive Content
1. Know Exactly Who You're Talking To
Don't try to write for everyone.
The more specific you are about your audience's challenges, goals, and questions, the easier it becomes to create content that resonates. When people feel like you're speaking directly to them, they're much more likely to engage.

2. Earn the Next Click
Your image and opening lines have one job:
Get people to stop scrolling.
Your first sentence should spark curiosity, ask a compelling question, or present an idea that makes readers want to click "See More."
If they never read past the first two lines, the rest of your great content doesn't matter.

3. Tell a Story That Teaches
Stories capture attention.
Lessons create value.
The most effective content combines both. Share an experience, explain what happened, describe what you learned, and give your audience something they can apply immediately.
People appreciate content they can actually use.

I'm Excited to See This in Action
Next week, my students will be completing content marketing simulations, and I'm excited to see how they apply this idea.

The best part of teaching isn't seeing everyone produce the same "right" answer. It's watching students take the same concept and interpret it in completely different ways. That's what makes content marketing so rewarding. There isn't just one way to tell a story or solve a problem. The brands and creators who stand out aren't always the ones with the biggest budgets or the fanciest production. They're the ones who aren't afraid to bring their own perspective, personality, and creativity into their content.
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So the next time you're creating a social media post, writing a blog, or recording a video, don't ask yourself:
"How can I make this better?"
Instead, ask:
"How can I make this different?"
That shift in thinking might be exactly what helps your content stand out.

Follow @thesocialprof on Facebook or Instagram.

Kellie Emrich, DBA
Marketing and Business Professor ​

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