This document discusses the benefits of using original content for marketing campaigns. It outlines three main benefits:
1) Google favors original content and rewards it with higher search rankings, driving more organic traffic to websites.
2) Original content helps drive sales by educating potential customers throughout the purchase process - from initial awareness to final decision. It builds stronger relationships with customers.
3) Creating original content allows businesses to control the conversation with customers and directly address their needs and questions. This makes it easier to sell to informed customers.
The document encourages businesses to generate high-quality original content themselves or work with content marketing agencies to reap these rewards. It provides tips on getting started with an original content strategy.
2. Original
Content
Check out the top three benefits of utilizing original material
for your next marketing campaign. These ideas are
valuable assets for helping to take your business to the next
level.
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3. Original Content Defined
Original content is written, photographic or video
content that has not been copied, spin, re-worded
or re-hashed, a practice that plagues the Internet.
In fact, there are even programs that automated
the re-spinning of articles. Utilizing original content
can help make your company an online authority
on a specific subject while meeting your brand
requirements. Original material is so valuable
because the audience has not read or seen the
information before. It’s fresh, it’s innovative, and it’s
an original thought.
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4. Being Original
Generating original copy is a difficult
task. The good news is, the harder the
task, the better online response you
will receive when compared to a
spun article or re-hashed video.
Delivering high-quality anything takes
more time because of the amount of
research and editing that is required
to create the desired vision.
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6. One: Google LOVES Original
Content
With Google being the largest search engine producing the most results, the algorithm
not only loves copy, but they also love high-quality, original information. This is the
reason there are a countless number of books, articles, videos, podcasts, tutorials, and
even college courses on how to create content marketing strategies and rank higher in
Google as a result. All these learning avenues funnel down into one simple idea: create
high-quality, beloved original information, and you will be successful.
The Google algorithm is obsessed with delivering the best and most accurate
information for which the user is searching. Google provides the best customer service
of any company in the world, in that they are constantly updating their search
algorithm to provide the user with the most relevant service possible. Therefore, your
company must jump on-board with high-quality, original material to provide the best
experience possible. In a 2018 study conducted by SparkToro, researchers determined
that Google sends ten-times more traffic to the average website than Facebook or any
other site. This equates to original content marketing considerably boosting website
traffic from organic searches. 6
7. Two: Original Content
Drives Sales
However, boosting traffic is pointless if it is not converting visitors to sales. Luckily, high-quality
copy drives additional sales. Most potential customers are not prepared to make a purchase
the first time they visit your website. The average consumer traverses a buying process prior to
committing to a purchase. With smaller and more simple products, like a pack of gum, the
buying process is quick and spontaneous. With larger products, like a new laptop, the process is
much longer since extensive research needs to be conducted before committing.
HubSpot has identified three stages of the purchasing process: awareness, consideration, and
decision. Prior to making the purchase, the average consumer realizes they have any issues that
need to be solved, which is the awareness stage. Next, they take the time to understand and
research the issue in the consideration stage. Finally, they decide on which product or service
best fulfills their need. A well-developed system aids the potential customer with all three stages
through education on exactly what they are searching for.
High quality, original copy brings your potential customer closer to making a decision while
building a direct relationship with your target consumer to increase the probability of them
working with you in the future. Furthermore, inbound leads from online content marketing boast
a 14.6% conversion rate while outbound leads from direct mail, cold calling, etc. have a 1.7%
conversion rate (source: https://www.slideshare.net/NewsCred/50-best-stats-presentation)
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8. 8
Three: You Control the
Conversation
Finally, original copy allows you to control the conversation with
the consumer. In reality, it is much easier to sell a product that the
consumer is looking for than cold selling. By controlling the
conversation, you are able to educate the potential consumers
on the information they need to make a decision. This is true for
all forms of business, from selling dartboards online to selling cars
at a brick-and-mortar dealership.
Why not write about these points for which the consumer is
searching? Why not control the conversation during the decision
phase of the consumer buying pattern? Your competitors are
likely beating you to the decision and taking your most promising
potential consumers.
9. How to Get Started
with Original Content
Are you convinced of the value of generating original
copy? If so, it is not difficult to get started. You have two
options: take the do-it-yourself approach of generating
content or work with a team who creates content as their
business. If you are more creative and enjoy creating
information, then the do-it-yourself approach is the best
avenue for success. If you do not have the time and
willpower to create copy, then it makes more sense to
work with a team of experts who can create original
content on your behalf, full of keywords, links, and other
beneficial tools.
If you are interested in working directly with a team of
experts, contact Simplemachine today! Our professionals
can help generate the content you need to grow your
business and rank highly in search engines!
