If you’re not making creative content for your brand, then you’re already behind. Content publication rates on channels like brand websites, YouTube, Facebook and others are huge. This means people see new and fresh things every minute, or in some cases, every second.

Unfortunately, you can’t keep recycling previously published content to keep up. Additionally, within the realm of social media, you shouldn’t use a bot to publish either.

For instance, if you are on Facebook, you should use their tools. For an even better rate of exposure, you should post as a real person. Facebook gives more visibility to those kinds of posts. But I digress.

Let’s dive in on why you need to be making original content for your brand.

User Focused Website Content

Customers are looking for answers, that’s why we “Google it.” When users arrive at your website, what do they find? If they aren’t finding clear answers, that’s a problem. If that’s the case, one solution is to revise your website’s sitemap and copy. To see why, let’s think about the beginning of the web.

In the early days there was no Google or the idea of “search.” You had to click a series of links in the hope that you would eventually find what you’re were looking for. And in the early days of internet search, there were only 2 companies that stood out, Excite and Yahoo!

These sites were more “web portals” than search engines. Now with Google being the biggest guy on the block, search has changed. The relevance of content, not just keywords, is what matters most. Hopefully you can see how site content and design play into your search.

Client Onboarding and Training

Think of customer onboarding as you would employee onboarding. New customers will continuously need help understanding the terms of this new relationship. Even though there’s been a signed agreement, you still have to work at nurturing the relationship.

Above all else, your website is an online brochure that provides an accessible resource that your customers can return to for help. This content helps inform, educate and, most important, build trust.

Continually producing creative content establishes you as an authority, and a reliable place to return to when things get fuzzy. It’s a cost-effective way to keep your brand fresh and “top of mind.” In short, it helps you become the leader in your product space.

It’s Not A One Person Show

Creating content requires a team of experienced people. What I mean is, to be most effective you want to work with people that are experts in the platform or marketing channel you are attempting use to reach your customers.

If you don’t have that team, you should contract an agency or freelance expert.

The downside of freelance is reliability and timing. Not to mention, the extreme gray area that can appear if a freelancer isn’t familiar with you or your brand. By contrast, agencies usually invest more time and resources to get to know you, so that they will get your messaging correct.