How To Write Original Content for Your Content Marketing Campaign

Ed Pronley


May 16, 2022 (Updated: May 4, 2023)

man writing at a desk with a pen and paper

Original content is content that’s unique and interesting for your target audience. Most companies strive to develop original content for their campaign because it provides them with a lot of benefits. But developing unique blogs and articles is often a lot easier said than done. Let’s look at why original content is helpful and how you can create it for your own marketing efforts.

Why Is Original Content Important?

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Image via Giphy by @spongebob

There are several major benefits to creating original content for your business, including:

  • Establishing authority: Creating original content allows you to establish authority in your industry. That’s because you’re showing the target audience that you have the knowledge and expertise to help them. It also shows that you have a unique perspective to solve their problems and challenges.
  • Building awareness: Did you know that 49% of people share information online to change opinions or potentially encourage action? Original content takes a stand. It thinks outside the box and encourages readers to do the same. That means it’s primed and ready to change opinions and encourage action in its readers.
  • Staying competitive: Original content allows your business to create something that no one else has. Your direct competitors, as well as other companies in your industry, won’t have the same articles and blogs as you. If they become popular, your competitors will have to create something similar in order to catch up with the trend.

How To Write Original Content

Here is a list of steps to help you create original content for your business and brand:

1. Understand Your Content Creation Goals

The first step to creating excellent original content is to understand your major content marketing goals. If you don’t have a good grasp on why you’re creating content, it’ll be difficult to find unique marketing opportunities. It will also be more difficult to craft a consistent brand message that helps you achieve your objectives. For example, let’s say your primary goal is to boost your organic traffic. A good focus for you might be to develop trending content. That means it might not incorporate a lot of discussion on your products or services, but that’s okay.

Look for trending news in your industry. What are people talking about? What are people interested in reading? Did something happen recently that you have a hot take on? Knowing that your principal goal is traffic, you can draw people in with effective and original content. But let’s say your major goal is to build brand awareness. Trending content might still help with that, but people won’t really know what you do. Now, you need to incorporate a discussion about your products and services into your original content.

2. Research your Target Audience

Researching your target audience helps you understand what type of content they want to see. What type of content best resonates with them? What kind of information are they looking for? Do you know what style or tone they prefer to read? Understanding this information helps you create original content you know your target audience enjoys. Pair this with your content goals, and you’ll have an effective and interesting content marketing campaign.

For example, let’s say you know that your target audience prefers short blogs over long research articles. Use that information to create short pieces of content that best attract your audience and what they like to read. Maybe you know your audience prefers strictly professional content that ranges from 3000 to 5000 words. Develop long white papers and articles that set you apart from your competitors.

Related: How To Find and Build a Relationship With Your Target Audience

3. Research Your Competitors

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Image via Giphy by @portlandia

Researching your target audience is just the first step to creating engaging content. The next step is to understand what’s already out there. Just like you, your competitors are trying to create eye-catching, unique content for their target audience. That means, more than likely, you’re both looking for ways to make your company stand out over the other. If you research and understand the different tactics your competitor is using, you can use that knowledge to find gaps in their content marketing strategies and potential “low-hanging fruit” opportunities.

“Low-hanging fruit” opportunities are keywords that your competitors currently rank for that you don’t. That means those are keywords your target audience is definitely searching for, and you can use that information to create content of your own. For example, let’s say your competitor’s rank for the keyword “best tools for remote workers”. Look at your competitor’s content for that keyword. Then, look at how you can structure the content differently to create a more unique experience for your target audience. Need help getting started with this type of research? Request your free content marketing analysis from CopyPress. The report helps you with these and more strategy angles to create original content your audience is searching for.

“CopyPress gives us the ability to work with more dealership groups. We are able to provide unique and fresh content for an ever growing customer base. We know that when we need an influx of content to keep our clients ahead of the game in the automotive landscape, CopyPress can handle these requests with ease.”

Kevin Doory

Director of SEO at Auto Revo

What Does It Take To Make Original Content?

The resources it requires to make original content vary based on your company’s goals and objectives. But, for companies who create their own content, it can often take a lot of time and money. These resources can be crucial to other areas of your business that content alone might not make up for. Though content creation and syndication is an effective form of marketing, it’s not always easy to do it yourself. That’s especially true if creating content takes you away from other areas of your business.

At CopyPress we have a team of writers, editors, and quality assurance specialists who can help you with all your content creation needs. We take the time to vet our creatives so you don’t have to. With our resources, we can scale your content campaign up or down to fit your needs and meet your goals. Schedule a call with us today to see how we can boost your content marketing efforts.

Author Image - Ed Pronley
Ed Pronley

CopyPress writer

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