Business content must be unique. Google reminds us time and time again that fresh, original content will be rewarded.
But SEO benefits aside, isn’t this obvious and something we should already be striving for?
Content marketing can only ever be truly effective if it’s consistent with your tone of voice and if it works in parallel with your brand values. Plus, business content should always talk to your customers and not at them. (That’s right.
Customers are those people who part with their hard-earned cash and are too often an afterthought).
In other words, marketing only works when it’s unique to you and your business. When it comes from you, when it serves your needs and when it connects with your audience.
There’s nothing wrong with being motivated by the competition, and even inspired by them, but don’t talk like one of your rivals. Be true to your brand. Don’t try to be a big fish in a huge pond if you’re really quite niche. Don’t create jarring taglines by trying to be something you’re not. And so on.
3 Questions that will Transform your Content Marketing in 2015
