As Gary Vee says, value is the key to converting readers into buyers. And while it’s easy to create fluff-filled articles in a world wide web drowning in the stuff—if a company truly hopes to create valuable content, they are going to have to do a lot more than rehash general business principles. Repurposing content or sharing links to other publications has it’s time and place—but it will only take your brand so far. True value requires innovation, and true innovation requires time and hard work.
To stay relevant, brands have to produce numerous articles, posts, and videos a day. But due to limited resources, many small businesses find themselves at a crossroads. Should we produce lot’s of content at the risk of sacrificing quality? Or should we produce incredibly valuable content at the risk of losing relevancy?
To avoid sacrificing relevancy or quality it’s imperative that your business learn the power of leveraging resources. For a content producer, this means finding original research and stories. There are numerous sites like academia.edu or Marketing Sherpa (for business gurus) that contain databases full of research and data applicable to your niche.
Right now you may be thinking—But hey, that’s not original content! And you’d be right. But where you can add originality and value is in your synthesis and application of this information. Most of these articles are written in dry and difficult language with the main points strung throughout. Many readers these days simply don’t have the time or attention span to read dense articles.
What You Need to Consider:
- Synthesize and format the takeaways in an easily digestible format i.e. bullet points, web copy, images.
- Apply the research and findings to your niche—Ask yourself: How do these findings affect my niche? and What would my audience want to learn from this study?
- Create infographics that repurpose the content for your various social media platforms.
Unless your a news outlet, you will rarely be breaking the new and original stories. Instead, when it comes to hard data: it’s your job to add value by synthesizing, analyzing (opinions), applying, and repurposing information for your audience. Remember, personal experiences add personality and voice to your brand—but unless you add variety by producing fact-based content, you may run the risk of losing credibility. Take a good look in the mirror and ask yourself if there’s potential to be creating unique and valuable content that your competitor’s are overlooking.