If I looked at 100 businesses like yours and read through their websites, blogs, and social media posts, what would make yours stand out?

In the past, the businesses with the biggest marketing budgets often won. Today, even small businesses can grow and capture their ideal audience with an original and consistent message. The easiest and cheapest way to do this is to build a personal brand that aligns with your business. Showing your own personality, ideas, and thoughts naturally attracts others who align with your values and the way you think.

Finding information on the internet is easy. A few taps into Google, and pages of content appear. Your goal is to make your business one of the sources your ideal customers seek out when looking for solutions. Doing this successfully builds a following of people who trust you, want to work with you, and recommend you.

To create this kind of content, you need to commit to a process of learning and development while turning what you learn into something uniquely yours.

Why Being Original Matters in Content Marketing

This year, I’ve created more content than ever before, but I nearly lost my voice and style—the very things that make me stand out as a marketer and content creator. As I worked to master new platforms and strategies, I absorbed so many other voices that I started to lose my own.

It’s common to lose clarity when you’re trying to learn new ways of doing things and emulate others. For me, this stifled creativity and temporarily stalled my flow of ideal clients.

To stand out, your job is to become a voice (and face) people recognise. Some will consciously turn toward you, and others may turn away. That’s the foundation of a strong personal brand and it’s also the essence of content marketing.

To help myself and my clients create original content, I developed the A.R.M.E.D. model content marketing guide. This approach allows you to absorb ideas, make them your own, and consistently distribute them in ways that stand out.

The A.R.M.E.D. Model: A Content Marketing Guide

Absorb

Content creation starts with input. Spend time absorbing information by reading, listening, and observing. Follow knowledgeable people, take notes on what inspires you, and learn constantly.

I listen to podcasts during my morning walks, read books, and save snapshots of great ideas I see online. All of this gives me a reservoir of ideas to draw from when creating my own content.

Reflect

Many people skip this step and go straight to copying what they’ve absorbed, but this approach rarely works. Reflection is essential.

When I take notes on something inspiring, I put them away for a few weeks. Later, I revisit them and think about how those ideas align with my values, my clients, and my community. This process lets me take a fresh perspective and avoid simply echoing someone else’s voice.

Modify

Once you’ve reflected, it’s time to modify the content to make it yours.

For example, I could say, “Be more confident about showing your face on camera,” but it’s more memorable to say, “You’ve never killed a man with your face.” Similarly, “Be a Spider, Build a Web” is more compelling than “How to create a content strategy.”

Modification allows you to own the message, making it recognisable as yours. When people use your phrasing to describe their own actions, you know it’s sticking.

Express

Express your message in as many ways as possible. To explain “Be a Spider, Build a Web,” I’ve created videos, infographics, blog posts, and even a book. Repetition builds familiarity, trust, and recognition.

Distribute

Maximise the reach of every piece of content by distributing it widely.

For example, a single video can be shared on Instagram, TikTok, YouTube, Facebook, and LinkedIn. An image can accompany posts across multiple platforms and be included in emails. A blog post can live on your website, LinkedIn, or even a site like Medium.

Distribution helps you get the most out of your ideas while building consistency across platforms.

Building Consistency in Content Marketing

The A.R.M.E.D. model content marketing guide ensures your content stands out by making it uniquely yours, helping you resonate with your audience. When applied effectively, it builds recognition, trust, and engagement.

If you’re ready to dive deeper into content marketing and develop strategies tailored to your business, join my Content Marketing Training Workshop. Together, we’ll create a plan to help you grow and connect with your ideal audience.

By arming yourself with these strategies, you’ll ensure your business stands out in a crowded market.