Your company has an active online life. You share up-to-date industry reports, articles related to your field, top infographics, and the occasional cat meme or dancing cartoon gif. Your company curates content—it shares relevant material from other sources. However, by only curating, you’re missing out on a wealth of benefits that comes with being a content creator.
Here are the four primary reasons why your company should be investing in original content:
Original Content Develops and Projects Your Brand
You control the tone and aesthetics of your own content. Take advantage of the space to reinforce your brand’s specific voice and look in a way that is accessible to your audience. Develop a tone that is consistent and relatable to showcase your brand’s personality. Reinforce your company mission by picking and choosing the best topics for your audience and for your areas of expertise. Share your original content across different platforms (social media, website, company newsletter) and invite your industry partners and your customer base to get to know your brand on a more personal level.
Original Content Establishes Your Company in the Field
Releasing innovative material distinguishes your company as a leader. You show that your company is not only up-to-date on the most recent trends, but also constantly engaging with and building upon new developments. Your strong analyses establish authority with other companies in the industry, which builds relationships and aids in networking. Showing leadership also develops credibility with potential leads, setting you apart from the competition and inspiring confidence in your level of knowledge.
Original Content Generates Leads and Drives Traffic
Customers crave originality. A study from Mashable showed that 61% of customers prefer companies that create custom online material. In the same way that consumers gravitate toward companies with fresh, unique advertising, they are also more likely to buy products or services from companies with strong content.
It’s simple to use this original material to drive traffic to your website. Embedding internal links, logos and calls to action into your material all strengthen your company’s online presence and facilitate clickthroughs. Particularly if your content is SEO-optimised, it can help you to greatly improve your search engine rankings, thus increasing your visibility and funnelling potential leads to your website.
Original Content is Well-Supported by Content Curation
Original content is a pillar of your online strategy, but that is not to say there is no room to continue curating from other sources. Indeed, without a large team of writers, it is virtually impossible to only share original content. And there are some real benefits to curating: sharing and commenting on other people’s content allows you to build relationships with other leaders, save time and money, and demonstrate a wide breadth of knowledge in your field beyond your company’s specific niche. It allows you to continue to stay visible and relevant while you work on your own high-quality content.
Original digital content is key to growing and differentiating your brand. Invest in content creation and get out ahead of the competition.