The Internet is a wonderful and amazing place. Just thirty years ago, it was impossible to imagine that one day we would have all of this information literally at our fingertips.
But it can also be incredibly frustrating.
I can’t tell you how many times I’ve searched for information and found the same results regurgitated on twenty different websites. Sometimes the writers at least have the decency to mix things up a little or combine information from other sources into one site. But a lot of times, they not only repeat the same information, but they actually plagiarize other blogs verbatim.
Hopefully, this may be changing soon. Bloggers have been taking shortcuts to get their SEO rankings up for so long that Google is cracking down.
Soon, the originality factor will figure into their ranking algorithms. This means that you’re going to have to change the way you approach your postings so you can bring in leads and build your brand online.
Let’s look at how you can use originality, authoritativeness, and authenticity in your content:
If you turn on the news or look at the Internet right now, chances are you’ll find hundreds of articles about COVID-19 (aka Corona Virus). Unfortunately, a lot of those posts are just repeating the same facts and figures. (How many articles have you seen in the last month about how to avoid Corona Virus that have basically said the same thing—wash your hands and avoid physical contact?) In order to be original, you need to find a new approach to this.
Let’s say, for instance, you are an ENT (Ears, Nose, Throat Specialist). This specialty may not be directly impacted by COVID-19. But you can approach it from the perspective of what your practice is doing to protect your patients as they come to your clinic.
Or, let’s say your business doesn’t have to do with medicine at all. You can still have a post to show how you and your readers will be impacted. A health and beauty expert may want to write about how the coronavirus is impacting shipping and how it can cut back on your ability to get products out. An education expert may want to write about how distance learning such as online classes are poised to take off because of the concerns about the virus. All it takes is finding a unique way of framing the discussion.
No one is going to listen to a rank amateur about a topic. If you’re blogging about Internet security, then you better know your material forwards and backward. If you don’t, all you can do is repeat what others have said.
Think about the common questions you’ve been asked in your field repeatedly. If people are asking you these things, chances are they can’t find the information on the Internet. This is your opportunity to give your take on this info and establish yourself as the expert in this area.
There have been countless blogs focusing on how consumers are more willing to trust a business if they can attach a personal face to the company. More and more, customers don’t want to give their hard-earned cash to a nameless, faceless corporate entity. That’s also where authenticity can help.
When you’re creating content, you don’t want to sound “fake.” Chances are you’ve met people in real life and been completely turned off by a personality that makes you think of a snake-oil salesman. What if your posts conveyed the same persona?
When you’re writing, let your own voice come out. Don’t try to sound like a Harvard educated physicist if that’s not who you are.
Remember the scene in Friends when Joey tried to write a reference letter and used the thesaurus to change every word in the letter to something more educated? He meant to say Monica and Chandler were “warm, nice people with big hearts.” But he wrote, “they’re humid, prepossessing homo sapiens with full sized aortic pumps.” That’s how you come across when you take on a false persona.
Now, I’m not saying you should dumb down your approach either. Just be yourself. If you’re a doctor, you need to come across as a professional. But you should also run your presentation by someone else so you can explain your material in layman’s terms. This second pair of eyes and ears can help you see if the information is conveyed well and naturally.
If you’re creating video content, be yourself and don’t think about the camera. Only use the briefest of notes to keep yourself on track. Don’t read from a script. This is going to go a long way towards helping your voice sound more authentic.
At Adams Edge Marketing, we are experts in content marketing and customer experience focus. We can help you find your original, authoritative, and authentic voice that will help you reach potential clients and attract your ideal customer.