Those who live closer to a beach would tune off the sounds of the waves over time. Similarly, if your visitors get bombarded with the same content again and again, they would tune it out. Such a reaction would immensely decrease the attention and engagement of your visitors. The solution to this situation is creating original content.
What is original content?
An article that passes a plagiarism test is unique content, but not an original one. Even if it passes the plagiarism test with 100% uniqueness, it is a copied content spun around to make sure it is not similar to the parent copy. Original content is any form of media or content (audio, video, or article) with information that has never been published before. It is fresh content with unique and reliable information.
How to create original content?
Is it possible to create something that is not currently on the internet? According to Micro Focus Blog, in 2019, 300 hours of videos got uploaded to YouTube every 60 seconds. In 2016, the amount of data generated per day on the internet was 4.4 billion GB. In 2025, this number will rise to 463 billion GB/day.
It is indeed tremendously hard and manual-intensive, but it is far from impossible. Original content creators choose a topic and perform intensive searches on the internet. They create a map of what the internet has to offer under the topic. This map will reveal the dark areas where there is no content currently present.
Original content need not be a blog post or video document. It could be a podcast, social media post, infographics, or even a website copy. Some writers prefer to offer the original content in a multitude of ways like video, podcast, blog articles, newsletters, e-books, and more to attract multiple niches.
Original content creation strategy
Source: https://optinmonster.com/content-marketing-statistics/
60% of the surveyed companies mentioned that they could not produce content consistently, let alone original content. How can a team create consistent original content for their niche?
Step 1: Research audience requirements
The best tools for conducting customer research are online groups, forums, Q&A websites, keyword research tools, social media comments, and your blog’s comment section.
Step 2: Analyze your content
Now, you have the crude version of what your audience looks for on the internet. Now, analyze the internet to know where it is lagging. Create a list of content areas where you could work to generate original content. It is a rookie mistake to try and generate original content for every area you listed out. Pick the one that is more relevant today and has a direct link to your niche, product, or service.
Step 3: Creating original content
- The best way to create original content is end-to-end research. Create a team of writers and offer multiple platforms of resources for the writers to create unique content.
- User-generated content often offers a new insight or original ideas. Create a contest with prizes to encourage users to generate content in your niche.
- Collaboration with similar businesses will help to create original content. Collaboration is not just for videos and podcasts. You can host a webinar, amalgamate research materials to create original blogs, and more.
- You can use already existing information and offer it in different formats. Did you find an interesting blog in native vernacular? You can translate it to English blogs, interactive videos, podcasts, and more.
According to MarkoSaric blog, 80 million blog posts get published every day, and only 71% are in English. Thus, there is a vast well of knowledge waiting for better exposure.
Step 4: Feedback
Look out for feedback and comments. Do not presume that you have ground-shattering original content. Always keep an eye on what your visitors expect from the same genre or their comments. Collect those data and move back to step one.
Why is it imperative to create original content?
It is not easy or cheap to find original writers. If you decide to sit down and research, it will take hours of online and offline research.So, why are companies showing more interest in creating original content?
SEO-critical
Original content will boost your search engine ranking. Among the factors that determine Google page rank, original content is one of the major elements. Google tries to stay as a monopoly in its genre by providing the searchers with unique content, not copies of the same content spun with different words.
Source: https://www.uptimiser.com.hk/seo-google-ranking-factors/
If you could offer original content with value to your niche, your audience will consider your site a credible source. Remember that it is not about generating original keywords. Your content should add value and be relevant to the keyword. The search engine now runs algorithms to understand your content’s relevancy to the keyword, which would help improve your page rank.
Thus, your original content will become cost-effective as you will be attracting more visitors by spending comparatively lesser time, money, and other resources.
Organic backlinks
Several content writers are surfing tofind unique content to spin it for their websites. Thus, the number of organic backlinks is always higher for high-quality original content. The number of quality backlinks is another factor of page rank. Moreover, it drives traffic from those websites to your content, which will help you attract new audiences.
Social media positioning
Although Google does not consider social media presence as a factor for ranking, it is a good way to increase traffic. Moreover, Bing favors social media presence, and the traffic from Bing is not something that you can ignore. When you share original content, the user engagement will be higher, and your content gets shared through various social circles. A greater exposure will increase your influence, thereby offering you a highly-efficient marketing platform.
You can pull hundreds of visitors into your site with some gimmick or short-lived trendy topic. But, if you wish to create an identity for your website, you should be able to offer unique and original content that the readers cannot find elsewhere.Those who blog efficiently are 13 times more likely to see a positive ROI. Do you prefer shunning that level of growth at the current market condition?
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