Why Original Insight is Key to Creating Compelling Content

“It is better to fail in originality than to succeed in imitation” – Herman Melville

As the author of Moby Dick, Herman Melville knew a thing or two about the importance of originality.

And while writing an 800-page epic about one man’s obsession with a giant whale isn’t the way to make your business grow, taking an original approach to creating content can certainly help in several ways.

Content that is informative, engaging, and relevant to your target audience will help you to attract and retain customers, establish yourself as an expert in your field, and build brand awareness.


Here are a few reasons why original insight is so important when it comes to creating that content:

  • It makes your content stand out from the competition. In today's digital world, there is an overwhelming amount of content available online. In order to capture your audience's attention, you need to create content that is unique and informative. Original insight can help you to do just that.
  • It builds trust and credibility with your audience. When you share your own insights and expertise, you are demonstrating your knowledge and authority in your field. This helps to build trust and credibility with your audience, which can lead to increased engagement and sales.
  • It helps you to connect with your audience on a deeper level. People are more likely to be drawn to content that is original and thought-provoking. When you share your own insights, you are inviting your audience to think about things in a new way. This can help you to connect with them on a deeper level and create a more meaningful relationship.

So how can you go about this process? Here are some tips for creating compelling content that is based on original insight:

Do your research 

The first step to creating high quality, relevant content is to understand your target audience and their needs. What are they interested in? What challenges are they facing? What questions do they need addressing? Once you have a good understanding of your audience, you can start to identify areas where you can offer original insights and expertise.

Think critically

Don't be afraid to challenge the status quo or share your own unique perspective. The best content is often thought-provoking and challenges readers to think about things in a new way.


Be authentic

People can spot a fake from a mile away. Be yourself and share your own unique voice and perspective in your content. This will help you to connect with your audience on a deeper level.

Tell stories

People love stories – as Herman Melville knew very well. Stories are a great way to convey information in a way that is both engaging and memorable. When you're creating content, try to think of ways to tell stories that will resonate with your audience.


Look for trends and patterns

By paying attention to trends and patterns in your industry, you can identify opportunities to share new insights and perspectives. For example, if you notice that a certain type of content is becoming increasingly popular, you can create your own unique take on that topic.


Talk to your customers and stakeholders

One of the best ways to get new insights is to talk to your customers and stakeholders. What are their pain points? What challenges are they facing? What are they looking for in a solution? By understanding your customers' needs, you can identify areas where you can offer original insights and solutions.

We work with companies and organisations in a wide range of sectors to help them craft content which speaks directly to their key audiences, whether those are customers, potential buyers, residents or commercial partners.

Depending on the nature of the content and its appeal, we can then work with our clients to gain wider audiences for their work via the media.


Here are a few examples of how we have worked with our clients to create compelling content:

  • Harrogate Spring Water. Harrogate Spring Water is the long-standing official water partner of Royal Ascot, during which racegoers are encouraged to stay hydrated and drink mindfully. To mark Royal Ascot 2023, Harrogate Spring Water commissioned original research into the drinking habits of British adults, which found that 57% of us are choosing to drink more mindfully. Harrogate Spring Water collaborated with celebrity mixologist and bartender Merlin Griffiths to create a new non-alcoholic cocktail – the Royal Raspberry Spritz - to celebrate Royal Ascot. We created and executed a multi-media campaign to get the message out to raise awareness of mindful drinking in Harrogate Spring Water’s North Yorkshire heartland, helping to create a spike in website visitors, social media engagement and product awareness.

  • Anglo American. FTSE 100-listed mining group Anglo American was launching a pioneering cyber security apprenticeship programme to train seven people from a wide range of backgrounds to join its global team, working from its base in Scarborough, North Yorkshire. Anglo American needed a raft of high-quality applications for the posts to help launch the initiative, part of a wider commitment by the company to foster a successful cyber security cluster in North Yorkshire. We created an integrated campaign encompassing traditional media, social media, digital and display advertising, using insights into the career motivations of 16 to 25-year-olds (and their parents!) to create content to grab their attention and create a buzz about the campaign. The programme launch at Scarborough Science and Engineering Festival secured prominent coverage in outlets including the Yorkshire Post, Yorkshire Insider, BBC Radio York, This Is The Coast Radio and local media including the Whitby Gazette and Scarborough News while the campaign brought in over 100 applications for the seven apprenticeship positions.

  • North East Chamber of Commerce. the North East Chamber was asked by the Government to put together a Local Skills Improvement Plan (LSIP) for the North of Tyne and Tees Valley areas. The LSIP is designed to put employers at the heart of the skills system by requiring Further Education Colleges or other training providers to tailor their educational offer to the requirements of employers. We were appointed by the Chamber to create a campaign identity for LSIPs and build brand awareness in the early stages of the LSIPs project. Our objective was to reach businesses in the North of Tyne and Tees Valley regions, encouraging them to submit their views on skills and training to the Chamber’s dedicated LSIPs research team. Using insights into the effects that better skills and training can have on every business and on the challenges faced by different parts of the North of Tyne and Tees Valley regions, we created content including a campaign launch press release and media advertorials crafted to individual areas encouraging business participation. By the end of the campaign, almost 2,500 businesses had directly engaged with the Chamber, up to 10 times more than for other LSIPs in the country.

To find out how we can use original insights to help you create compelling content, please get in touch at

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Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.


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