How original is your content? We’re not talking about plagiarism or reusing past content, we’re talking about reader perspective: How many people have seen similar topics, headlines or discussions before?
If you’re like most content marketers, especially in the tighter constraints of the B2B world, then you know exactly what we’re talking about. Google the topic of your next B2B content marketing piece, and you’re likely to find dozens if not hundreds of web pages talking about the same thing: From saving energy to installation practices to tips on supply orders, others have been over the same territory. Some people just give up on originality. In fact, during one recent interview a marketing expert said, “The best way to improve your current content marketing has nothing to do with your content.”
We don’t know about you, but that sounds pretty depressing to us! Around here, we still believe that B2B content marketing can be original, and we’ve got a few ideas about how to do it.
7 Tips to Spark Your B2B Content Marketing Creativity
1. Don’t Imitate What You See When looking for new content ideas, it’s all right to get inspired by other content that you see online. But don’t imitate. For example, if you love an article about “Five Ways to Cut Birthday Cake” then you should not start writing a piece about, “6 Tips for Cutting Birthday Cake the Right Way” no matter how tempted you are. That’s just adding to the noise every time someone searches for that topic, and your piece is going to get lost. Instead, look for an angle that no one else is covering, like, “The 4 Best Knives for Cutting Birthday Cake.”
2. Check Content as Well as Keywords
Keyword research remains important, but while you’re at it, spend some time researching content too. Take a look at how many hits you get for similar articles and ideas. Keywords absolutely help with this, but they aren’t the only check you should make. Take a look at the content concept as a whole, too.
3. Avoid Going Too General
There is a time and place for general content, but if you really want to be original, you should avoid using it very often. More specific content is harder to copy and more likely to be unique. It’s all right to want to reach everyone, but sometimes that just ends up with you reaching no one. Focus your content on more specific situations or messages, and you’ll make it your own. Speaking of which…
4. Tell Your Own Story
When in doubt, talk about yourself! Not to the point where your audience loses interest, but as a way of making your content unlike anything else out there. No one else has your brand, the experiences of the employees around you, the client stories that you’ve created over the years. Using these stories not only allows you to create a more personal approach, it gives you a well of content ideas to tap into – which no one else can access.
5. Add the Local Element
Adding local elements is never a bad idea. Much like using your own stories, using local events or locations is a great way to ensure a high amount of originality.
6. Explore Unused Platforms
Say that you find about 500 different articles on how to properly clean windows when you Google the topic. But when you look at podcasts for cleaning windows, you find no content: That’s a sign that making a podcast about window washing could attract interest – or at least make sure that it’s unlike any other podcast out there.
7. Don’t Create Content Without Its Own Purpose
Every piece of content should have an individual purpose. It’s easy to say, “Well, the purpose is to increase traffic.” That’s the purpose of your blog as a whole – any piece of content can do that. What’s the unique purpose of this content, right here? If it doesn’t have one, then rethink it.