Original content is essential for building credibility, standing out from competitors, and engaging audiences with fresh perspectives. It boosts SEO performance, fosters trust, and positions a brand as a unique voice in its industry.
People are unique. No person has the exact same thoughts, phrasing, or insight as another. So, incorporating people into your content tells the audience it’s original:
You identify which people are most helpful and relevant to the content.
You come up with the questions to ask them.
You listen to their answers and ask follow-up questions.
All that work leads to content that no other brand could publish.
You can interview subject matter experts — internal and external, customers, partners, etc. While you can do it by email, I prefer doing interviews in real-time, virtually, or in person. (And if you record them, you have the video and audio files to package into multiple formats for several channels.)”
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