- Fully Content
- Posts
- How to Build a Content Moat
Mediocre content is everywhere. ChatGPT can write blogs in minutes. Competitors copy-paste the same SEO formulas.
This saves time but this also means Every blog starts looking the same.
If you want content that outranks, outlasts, and outshines everyone else, you need a moat—a protective layer of originality that makes your blog impossible to copy.
Here’s how to build one:
1. Own a Perspective, Not Just a Topic
Anyone can write “10 Lead Generation Tips.” But not everyone can write:
❌ 10 Tips for Lead Generation (boring, generic)
✅ We Spent $50,000 on Lead Gen. Here’s What Actually Worked (and What Didn’t)
How to do this?
Frame topics through your own experience or strong opinion.
Take an industry norm and challenge it.
Write something only you can write (your process, lessons, failures).
Moat Question: Could a competitor with no inside knowledge write this blog just as well? If yes, rethink it.
Who does this?
Superhuman Blog shares in-depth insights on how they built their email experience, including their exact onboarding flow and growth strategies, making it impossible for competitors to replicate.
2. Use Proprietary Data & Product-Led Insights
Most blogs repeat surface-level tips. Anyone can write “SEO Trends for 2025.” But not everyone can write:
❌ SEO Trends for 2025 (generic, overdone)
✅ We Analyzed 1M SaaS Blog Posts—Here’s What Google Actually Rewards (Backed by Data)
How to do this?
Share insights from your own user base, experiments, or customer behavior that no one else has access to.
Use real product data to validate claims.
Publish benchmark reports, and internal case studies to make your content the go-to source for industry trends.
Moat Question: If this data didn’t come from our product or customers, would it still be valuable?
Who does this?
HubSpot regularly publishes original research, industry benchmarks, and marketing trends using its massive dataset, making its content impossible for competitors to replicate.
3. Be Unreasonably Helpful
99% of blogs stop at the “what” and “why.” The moat-builders go into “how.”
How to do this?
Instead of saying “Write engaging intros,” SHOW 3 before-and-after examples.
Instead of “Improve your CTA,” GIVE them a ready-to-use CTA template.
Instead of “Optimize your blog,” LIST 5 SEO tweaks you personally tested.
Example:
❌ “Use strong headlines.”
✅ Try this instead:
Change “Why Personal Branding Matters” to → “Personal Branding: Why You’re Forgettable Without It.”
Moat Question: Can someone read my blog and immediately take action?
Who does this?
Ahrefs doesn’t just talk about SEO strategies; they provide detailed walkthroughs, case studies, and real campaign results, making their guides the go-to source for SEO professionals.
4. Make Your Blog Feel Human
AI and generic blogs feel lifeless. The best content makes readers feel like they’re having a conversation with a person, not a machine.
How to do this?
Write how you’d explain it to a smart friend.
Use examples, humor, or analogies.
Avoid filler words that add nothing (i.e., “In today’s digital age…” 🚮).
Example:
❌ “Brands should focus on storytelling.” (obvious, robotic)
✅ “Most brand stories sound like a LinkedIn bio. Here’s how to make yours actually interesting.”
Moat Question: Would I actually enjoy reading this? If not, rewrite it.
Who does this?
Velocity Partners blogs don’t feel like B2B. Their writing is smooth and easy to read, full of clear insights. It feels like you're chatting with a friendly marketing expert rather than reading a textbook.
5. Keep Updating & Iterating
A blog without updates is a blog that dies. If you want long-term ranking and authority, your best content needs regular maintenance.
How to do this?
Refresh stats, examples, and links every 6 months.
Add reader questions (from comments, emails, or social media).
Turn blogs into interactive content (videos, Twitter threads, LinkedIn posts).
Moat Question: Is this blog a living document or a one-and-done post?
Who does this?
Though this Hubspot article was originally published in 2016, they keep updating it (updated 2024) to stay relevant with additional insights and trends!
TL;DR?
Write from your perspective, not generic research.
Give real numbers, screenshots, & niche angles.
Be unreasonably actionable.
Make it human, engaging, and fun to read.
Keep updating and expanding it.
If your content is too original to copy, your competitors won’t even try.
Before You Go...
✍️ Writing Tip of the Week
Replace weak verbs. Instead of “made a decision,” just say “decided.”
Stronger verbs, fewer words.
I’ll see you next Tuesday!
Stay Fully Content,
Nikita