🏔️ Sea of Sameness

Hi friend,

Lance here. Today I want to talk about the “sea of sameness.”

This is a tall order, but when our team at Avalanche publishes content for our clients we aim to add something to the internet that is better and different than what already exists.

Our ultimate goal is to add the most valuable piece to the internet to serve the intentions of the searcher (and their keyword) better than anyone has before.

Why do we do that?

Because we know that’s what will position our work to rank and drive revenue.

We certainly don’t get it right the first time, every time, but we work towards it consistently.

Yet sometimes it can feel like we are just adding more URLs to the internet and contributing to a “sea of sameness.”

The Big Elephant in the Room on the Internet

Search engine optimization work has been going on for 25+ years. And with the recent prevalence of AI writing tools it is now easier than ever to contribute more of the same garbage to the expanding sea that is the internet.

If you’re a marketer, be honest; in the past, you’ve probably been guilty of publishing something that doesn’t say anything new. Something that wouldn’t be missed if it was removed.

And you know what’s wild?

Sometimes contributing sameness still works. It can still get you organic visibility that will turn into leads and revenue. Our team is guilty of it when the strategy calls for it.

But it won’t be like this forever.

And no brand can truly grow and prevail with a strategy of same.

Don’t Play the Same Game

If you want to build a brand that stands out and develop a strategy that will have people coming to you for years and years, you need to work on outperforming what AI can regurgitate for you.

Here’s how you can do that:

1. Have a unique perspective.
   Have a take on the topic and prove you have experience with real examples. What are you adding that no one else can? Something AI could not come up with because it doesn’t yet exist.
2. Have a unique tone.
   If everyone else sounds the same, it can be an advantage for you to sound different. Show some personality. Have fun. Tell a joke.
3. Fill the gaps.
   Identify niche micro-topics that no one else is writing about that would be interesting to the audience you are writing to.
4. Check your work.
   Before publishing a page to your website look at what ranks in the top 3 of Google for your target keyword(s). Is it objectively better? If not, keep working on it.
5. Consider format.
   It doesn’t and shouldn’t just be written. It could be a video, a podcast, etc. How can you deliver the value of your content through different mediums?