Brand Buzz: Your Content Should Be Your Own
Brand Buzz with Jaci Russo on 96.5 KPEL is now at 7:40AM every Monday, so be sure to tune in on your way to work.
Here’s what we’ll cover:
When I tell clients they need to create a web presence and generate original content, I can see the worry in their faces. Inside, they’re asking themselves, “Where is all that original content going to come from? Me? My staff?” Don’t get me wrong, I completely understand how daunting it can be. If you maintain a blog or even a Facebook page, it can be tough to just “come up with” things to write. But trust me, it pays to make your content and curate it on behalf of your business.
Not all of us are writers, though. It gets hard to find inspiration out of thin air or reach inside and pull out something brilliant from inception. Sometimes you need to do some research and see if anything clicks.
Business Development Consultant Michael Gass writes a blog called Fuel Lines. We met with Michael about a month ago and he said something that stuck with me. He said that when you sit down to write a blog post and nothing’s coming to you, read through it. Gass suggested we subscribe to other expert blogs on branding and read every day. This advice wasn’t exactly new—we’ve been doing this for nearly a decade. But the idea of reading until the writing comes, was exactly what we needed to hear. It’s true. When you’re facing writer’s block, the best solution is to read through it. Go read what your contemporaries are writing and see if you can’t find an angle of your own.
Look for inspiration, but remember to make it your own. That doesn’t mean plagiarize. That means take a seed and grow something of your very own. And if you read something that you absolutely must share as-is. Always remember to site the original source AND add your own opinions. It’s not enough to just re-post anymore. You need to have a point-of-view.
Generating original content:
- Establishes expertise.
- Makes you an authority.
- Gives what you’re doing credibility.
- Makes you feel integrity.
- Creates a well from which you can draw.
Content doesn’t have to be just articles. It can be pictures, videos, quizzes, stories, or whatever you’re inspired to make. That’s the thing about your web presence: it’s whatever you want it to be. Start thinking of it as your outlet to express your company’s personality. If that personality is young and exciting, then by all means, post videos of your staff dancing around or having fun at work. If you think of your company as established and influential, maybe write one article a week on a topic you know very well.
The point is: it should be uniquely you (no one else should be able to claim it). And most importantly, you should be proud of it.