Five Reasons Why Your Small Business Needs Unique Content

You all hear about “unique content” and “content creation” all the time but do you have a grasp on what it really is and why it’s important to your brand?  If not, listen up.

There are a few things we know for sure:

Unique content from Snapchat

An example of unique custom content.

We know that creating unique and consistent content is important to your brand’s image and overall message.  Notice I emphasized the words unique and consistent.  An example of unique content is simply something you’re not going to find anywhere else online, like this picture of me with this outrageous Snapchat filter over my face!  In this case, it’s completely irrelevant to this article but no one can argue that it isn’t unique!  Along side with being creative and different, you can’t just put one post up and expect results.  You need to be consistent.  This could mean publishing content weekly, daily or even every couple of hours.  Are you up for the challenge?

The second thing we know is that most business owners may not have the time or resources to give content creation the time and attention it needs.  As a business owner, I get it.  It sounds cliche to say that business owners wear a ton of hats but it’s true.  On top of the marketing, sales, finances and the stress, we’re supposed to think about publishing content as well?  Not necessarily.  There are companies out there, like ours, who specialize in content creation on your behalf so that you can focus on what’s most important – driving revenue.

Finally, as marketers living in 2017 we know that traditional advertising is on its way out while content marketing is slated to be the future of small business.  How do we know this?  Because times are changing.  Do you think it would be wise for you to invest in an advertisement in the Yellow Pages to sell your services?  I didn’t think so.

So why should you consider putting time and attention into content creation for your brand?  Here are five reasons why your company needs it:

1.  Unique content generates (free) attention.

If you think about it, that’s all marketing and advertising is, isn’t it?  In most cases we spend a lot of money we don’t have trying to generate attention for our brands instead of getting creative and finding ways to generate the same attention for free!  There are many ways to do this including by using your website, a blog like this one, social media, creative videos and more.  Most importantly, you always want to focus on the “three E’s” of content creation: entertain, educate and engage your audience.  Think about it.  If you entertain whoever is listening (or watching), you’ll keep their attention.  If you educate your audience as I’m doing to you right now, you’ll keep their attention.  And in most cases if you engage with your audience and show that there are humans behind the brand…you’ll most likely keep their attention.  Unique content generates free attention for your brand.  That’s right, free!

2.  Unique content sets you apart from the competition.  It’s unique! 

We’ve already determined that while free, it’s time consuming.  That’s why most people don’t do it.  Generally speaking it takes a lot of time to write an educating and entertaining blog post while making sure that Facebook, Instagram, YouTube, LinkedIn, Google+ and Snapchat are all update with content that doesn’t suck.  But if you make the time and effort or invest in hiring a company to do it for you, you better believe it will make you seem like an expert in your industry over your competition.

3.  Unique content can save you from a lawsuit or copyright infringement. 

Better to be safe than sorry, right?  Most people think “It’ll never happen to me” until they find themselves in real trouble.  Unbeknown to most, it’s not legal to save an image off the web and upload it to your website if you don’t own it!  Too often we see web designers building sites for other companies with images they pulled right off of Google.  Don’t be surprised if you receive a cease and desist in the mail.  There are companies out there like iStockPhoto and ShutterStock that allow you to purchase the rights to images for reuse.  If you want to go the more affordable route, create your own content!

4.  Creative content tells your brand’s story. 

The keyword here is “creative”.  Not all content tells a story about your brand but that’s why we encourage you to think outside the box.  Humanize your brand.  Upload photos of your team at the office or videos of your company taking on the latest internet challenge.  When you do this, you’re entertaining your audience and letting them know that your brand is fun and that there are real people behind it.

5.  Content, if done right, will enhance your S.E.O.

This is a long-term play, but it’s true.  While it may sound intimidating, the term “S.E.O.” or search engine optimization is simply getting your online content ready to be easily found by search engines.  Think about it this way – imagine you’re business is in a niche market and you sell turtle shells for a living.  You put a huge effort into content marketing and pump out blog posts and articles about turtle shells 5 times a day.  In a years time, your website is rich with over 1800 articles about turtle shells.  What do you think will happen when someone goes on Google to search for turtle shells?  You should come up in the search results!  And that’s without paying for Google Ads or spending any money. Showing up in the search results leads to more traffic to your website which hopefully leads to more sales. On the flip side, if your site only has 3 articles and there’s competition out there doing more than you, you might be S-O-L.

The bottom line.

There are countless reasons why you should really consider getting into the content marketing game.  Your business needs unique content, not the same old boring stuff that your competition is pumping out. You write one article or create a fun video and share it on every social platform you can…not once, but several times!  Who’s to say I can’t re-post a link to this article next month and the month after that?

The biggest challenge for most is going to be time, a lack of creativity and finding ways to help yourself be consistent.  We all fall short of our goals sometimes, but the formula is simple: get creative, be consistent and captivate your audience!

Brian Golbourne

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