Ok, let’s rephrase. No one wants your boring, stock standard, done-before, playing-it-safe content that you copied from Google… and I’m sure you know that too. At the end of the day, ‘been there done that’ content is not going to give you the search engine results or website traffic you are looking for, or even the engagement you expect. Why? Because it’s vanilla. It’s been done time and time before and people already know the ending. It won’t add value to searches, so Google won’t rank it and consumers have more than likely read it before, so they just keep on scrolling.
i mean, there is a lot of content out there, right?
There is so much content out there, SO MUCH! Too much for you to just produce the same as everyone else and expect different results each time. Inbound Marketing used to be cool and on-trend. But now it is mainstream, and everyone wants a piece of the metaphorical pie. Social media and inboxes are saturated with content on a daily basis and it is becoming an almighty struggle to get that sought-after click.
If your content is just a carbon copy of someone else’s content, chances are people have already come across it before. Be different. Challenge the content that is already out there and if you are creating content with a similar topic to a competitor, take the time to add your own voice and creative touch.
you can do it, put your back into it!
Some of the best content I’ve seen is from the heart of those who work in the business. Their content is enriched with emotion as they inject their own real-life examples and case studies that they have experienced first-hand, which in turn will resonate with the reader on a human level.
This content is genuine, and this is reflected in how the audience engages with it. A powerful thought piece that focuses on being educational but is also packed full of emotion is a winning formula. So, try throwing some of your own examples and case studies into your content!
content marketing is not just writing a blog
When you are creating content, think of it as more than just the written piece, the video, or a newsletter. Content is EVERYTHING! It is the header you write as well as the image you select. Believe it or not, content is even a phone call your receptionist has with a client. Your content is the whole package so use every bit of real estate, every asset and every team member you have to get people engaging with the business through multiple touchpoints.
Take something as simple as the imagery you use, for example. Don’t just go for the first stock image that comes up and loosely relates to what you just wrote about. Dig deeper and think outside of the box. Maybe even be a little controversial to stop people in their tracks! Use graphics, icons, memes, and GIFs where appropriate to really make it yours.
content creation might just not be your thing
The thing is, some people like to create content, they like to put their opinion out there into the internet world and sometimes it can be very well received. Then we have others who don’t like to create content but think they should just do it anyway because their competitors are doing it. So they wrack their brains, spend weeks procrastinating over a blog of 600 words, only to then publish content that is either plagiarised, waffles on too much and doesn’t reach a point, or doesn’t say enough and answer the reader’s question or pain point. It can be a risky business! While practice makes perfect, a lot of people don’t have time to learn the ropes before diving in.
Sometimes it’s best to work with people who understand content writing and content creation and can guide you, knowing you’re in safe hands with people who have a passion for producing captivating pieces. When creating content, try not to go down the path of ‘copying someone else’s homework’. Take the time to make it your own, inject emotion and energy into it and if you need to, surround yourself with people who live and breathe content and can offer a helping hand so your content stands out against that of your competitors.
we’re here to help
If you have any questions about your content strategy or would just like to run some ideas by us, we love to talk about all things content for business. Get in touch with the businessDEPOT Marketing team.
get more marketing insights
if you found this information helpful and want more updates about all things marketing, you can sign up to our mailing box below!