The Value of Original Content

John Nicol

Content marketing is the cornerstone of most brands’ marketing strategies. At the heart of any successful inbound marketing plan is original content. It’s no surprise that content marketing is effective—67% of people consider it useful and valuable, according to a recent study. However, the remaining 33% view content marketing as biased and unreliable. This is where original content becomes crucial. Original content is authentic and informative, helping your readers solve problems while getting to know your company on a deeper level.

What is Considered Original Content?

Original content is the unique blend of copywriting, photography, graphic design, video concepts, and more that are true to your brand. It’s born from the marriage of creativity and industry knowledge. This is the type of content your website visitors, social media followers, and event attendees crave because it adds real value to their lives.

Why Should I Use Original Content?

There’s a reason they say, “Content is King.” Original content not only sets you apart in the eyes of your audience but also serves as a powerful SEO asset. When readers search for your topics, click on your content, and stay engaged, it signals to search engines that your content is valuable. In turn, Google rewards this by boosting your search result rankings, making it easier for others to benefit from your unique insights. Achieving a higher ranking and providing distinct value to your website visitors is much more challenging when your content looks and sounds like everyone else’s. We’re not in the business of doing what everyone else is doing. Instead, our inbound methodology drives us to develop smart strategies, cutting-edge designs, and meaningful content that give our clients a competitive edge.

How Do I Develop Original Content?

Creating original content doesn’t just happen overnight. It’s far easier to copy something than to build from scratch, but we’re okay with taking the harder route because it delivers results. Here’s how you can do it:

1. Build a Photography Bank

A photography bank is a frequently updated collection of original photos that you can draw from because you’re constantly contributing to it. Always think about new ways to visualize your ideas and make a conscious effort to capture those images. Block out designated time, hire a photographer, or schedule quarterly photoshoots with your marketing agency to keep your photo bank fresh and fully stocked year-round.

2. Use Content Calendars

Content calendars are essential for staying organized and keeping your content strategy on track. This is where you schedule what content is going out, when it’s going live, and ensure that your content remains frequent and on-brand. By organizing all of your content in one place, you can avoid repetitive content and brainstorm ways to dive deeper into topics that add value to your readers.

3. Prioritize Ideation

This is where the magic happens—during the brainstorming phase. While you can always refer back to your content calendar for inspiration, there are many effective methods for sparking creativity. Team brainstorming sessions are invaluable, but if you’re working solo, try mind mapping, sketching, storyboarding, or even reviewing frequently asked questions from your audience. You might also find inspiration in the comments section of your blog posts to discover what topics are top of mind for your readers.

Conclusion: Original Content is Essential

Original content is the essence of content marketing. Every post you make and every blog you publish should, first and foremost, add value to the reader. That’s why we always recommend investing time in your ideation process, content calendars, and photography banks to ensure you’re delivering high-quality, authentic content every time. If you’re short on time or resources, the creative thinkers and content wizards at Hughes&Co are ready to bring a unique touch to your content marketing strategy.