Have you ever noticed how sometimes brand content in an industry can start to look and sound... eerily similar? It’s like there’s an echo in the digital chamber, where one voice becomes indistinguishable from another.

Why does this happen?

1. Trends and buzzwords: Everyone's hopping onto the latest bandwagon.
   

2. Same sources of inspiration: Our content creators and agencies are all using ChatGPT, all reading the same blogs and watching the same webinars, sourcing information from the same places.
   

3. Risk aversion: Trying something new feels risky, so we stick to the tried and tested, avoiding original thinking and ideas.

Here’s how we can overcome this:

• Research Beyond Your Industry: Sometimes, the best ideas come from the most unexpected places. Explore outside your industry. You might find a strategy that hasn’t been overdone in your domain.
  

• Leverage Primary Research: Dive deep with surveys, interviews, or focus groups. Primary research offers fresh, first-hand insights that can spark unique content ideas. It provides a rich understanding of what truly resonates with your audience.
  

• Deep Dive into Brand Identity: Go beyond logos and colours. What's your brand's story? What values and experiences shaped its existence? Make those central to your content.
  

• Listen to Your Audience: Your customers are a goldmine of unique perspectives and stories and also central to your content. Engage them. Understand their pain points, dreams, and aspirations. Reflect on that in your content. It is, after all, all about your customers. 

Let's challenge ourselves to be authentic, innovative, and audience-centric. We are well on the way to losing original thinking with all the tools we have available. 

We don’t have to be echoing. We can be distinct, resonant voices that make an impact.

We use our original primary research when creating content for our clients. It's how we distinguish our own services from others. We create content based on the interests and pain points of customers and match this with our client's products and services.

You can very easily do this too. The result is truly original and, more importantly, useful information that will build trust with your ideal client.

I would love to hear how you’ve tackled similar challenges or if you've seen any brands stand out with unique content approaches!  Book a call with me here and let's talk about it!


#ContentCreation #Seniors #ContentMarketing #Innovation #PrimaryResearch