Content is everywhere and you’ve probably heard the term “content is king” thrown out everywhere by every single talking head.
But the big problem we face comes down to how to produce that content and how we make it unique, different and stand out from the sea of content available literally everywhere.
This comes down to knowing what your brand is, how it’s defined, what its personality would look like if it was a real-life person.
The way this is defined is understanding and defining your message across your entire brand and making sure that it speaks to the exact people you want to speak to.
These people should feel as though they are part of your story.
The hard part is learning how to continuously create that story and to tell it in a way that’s unique to you specifically. Not in a way that lumps you in the same way as everyone else.
This is where the introduction of original content comes into play. This is content that is specific and unique to you and that you produce yourself or in conjunction with an agency.
To learn and understand how to build the story you need to understand:
1. Your brand
2. Your employees
3. Your customers
In your original content, you need to focus on all three of these subsets and telling a story to continuously involves them.
To start this process define and outline the strengths, unique characteristics, the story and the personality type of each one.
Then take all of this and compile it into a winding story that dives into your staff and customer and because it’s so well thought out it drives your brand into it as well.
This isn’t about a call to action, tricking people or expecting immediate returns.
It’s about building a movement around what you do, creating a set of raving fans and staff and turning your product or service into an experience.
This experience is something that should be so powerful that your customers don’t care about what you sell or how you sell it. They should be so excited about your brand that they will support you in literally anything you do without question.
And this doesn’t stop with the story it goes into every experience a customer has with your brand and furthermore the experiences your employees have with your brand.
These experiences combined with the story dictate the way people feel about what you do and as a result what they say about what you do.
If the experience is strong enough you will have a base that will spread the word for you, will tell everyone about what you do and will share every single piece of content you put out.
Original content starts with understanding every single subset of your brand and continues to build on and to drive that experience that keeps people captivated and excited for years and years.
It takes a minute to trick someone but takes a lifetime to captivate an audience and build a movement.