Why didn’t the skeleton go to the party? Because he had nobody to go with.
Oh, heard that one before?
Recycling other people’s content is just like re-telling someone else’s joke – it gets less effective each time it’s repeated.
In marketing, just like in comedy, originality is king.
Copied copy is a cop-out. Originality is king.
Your loyal readers, your would-be readers and your would-be clients all have one thing in common: they’re as receptive to originality as they are repelled by copycat content.
We’ve hit content overload and no one has time to bother with boring content. The blogging world is cut-throat: any piece of content you write that is unoriginal or uninspired just won’t get the clicks, reads and shares you want (and need) it to.
The fact is, while some marketers settle for cheap content that fills a page, the best marketers strive for originality.
Originality gets clicks. Every day, we all scroll through endless lists of content and numbly wait for something to catch our eye. Some marketers have a knack for turning any content into a clickable headline, but what stands out better than any headline-tweaking technique? Something your readers have never seen before.
Originality gets read. A genius headline can pull in hundreds of clicks, but once your readers are on your page, you want them to stay there. They won’t stick around for something they’ve read before.
Originality gets shared. Striving for originality in your copywriting is the secret to maximum shareability. Copied content might gain you one or two favourites, three or four retweets, but original content has the potential to go viral. Everyone wants to be the first in their peer group to share good, original content.
Originality lasts. Just as this selection of the best TV adverts of the last decade proves, original content is the content that will stand the test of time. Every advert on the list is remarkably original, and even more remarkably memorable.
How to write original content
So, how can you stop being a copycat, find that essential originality in your writing and prevent your content from drowning in a sea of similar stuff? These three tips are a great starting point:
1. Find the niche
Most writers don’t realise that the most important time they spend writing, will be the time they spend actually deciding what to write about.
Deadline panic can push copywriters into writing about over-saturated topics. If you don’t think you have time to come up with original ideas, but you want to be a great copywriter, then make time: your article will fall-flat if there’s already good content out there saying the same thing.
Do the research, look at what your competition are saying, and – more importantly – look at what they’re not saying. If you can find a topic that no-one is writing about, you’ve got your original content before you even type a letter.
2. Use your interests
Writing on issues strictly relevant to your company’s product or services may seem like the best way to attract the right customers, but it’s not.
If you want to attract more people, speak to them with original content based on things they would be interested in, not just things they might want to buy from you.
Customers are individuals: they have interests outside the narrow scope of what you’re selling, and so do you. Don’t limit the reach of your content: use your out-of-work interests to create unique content enhanced by your individuality.