“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:
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.
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.
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.
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:
To find out how we can use original insights to help you create compelling content, please get in touch at https://www.coolblue.co.uk/contact
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