Originality is more than a buzzword—it’s a necessity. As brands compete for visibility and engagement, creating unique content is the key to standing out. Kontrol Media’s advisor, Al Sefati, a seasoned expert in SEO and digital strategy, shares invaluable insights on why original content is crucial and how brands must rethink their content marketing strategies.
Why Original Content Matters
Al Sefati emphasizes the importance of creating truly unique content, not just repackaging existing ideas. As he puts it:
“I can’t emphasize enough the value of creating original content. And no, that doesn’t mean rewriting an article or rehashing a video—it means producing something truly unique to you. It could be original data, statistics, humor, or a fresh perspective on a topic that few (or no one) have discussed.”
This perspective is particularly relevant in a world saturated with repetitive content. Copying or slightly modifying existing information doesn’t offer value—it simply adds to the noise. Instead, businesses should focus on producing fresh insights, unique data, or creative approaches that set them apart.
Beyond Google: The Need for a Multi-Platform Strategy
Another critical point Al raises is the shifting landscape of content discovery. Traditionally, Google has been the dominant player in search, but social media platforms and large language models (LLMs) are rapidly changing the game:
“Also, diversify your content marketing. Google’s dominance in search is slowly being diluted by social media platforms and large language models (LLMs). If your strategy relies solely on Google, you’re missing out. Expanding your content presence across multiple platforms ensures your brand stays visible and discoverable beyond just search engines.”
This means brands must rethink their content distribution strategies. Relying solely on SEO and Google rankings is no longer enough. A well-rounded content approach should include:
- Engaging social media content on platforms like LinkedIn, Twitter, and Instagram.
- Video content for platforms like YouTube and TikTok.
- Thought leadership articles shared across industry blogs and forums.
- AI-friendly content that ensures visibility in LLM-powered searches.
Creating a Sustainable Content Strategy
For businesses aiming to implement Al’s advice, here are some actionable steps:
- Develop Original Research: Conduct surveys, analyze industry trends, or compile unique case studies.
- Leverage Your Brand’s Unique Voice: Inject personality, humor, and fresh perspectives into your content.
- Optimize for Multiple Channels: Tailor your content for different platforms rather than relying solely on traditional search.
- Experiment and Adapt: Digital trends change quickly—stay agile and willing to adjust strategies based on what works.
Final Thoughts
Originality and adaptability are the pillars of modern content marketing. As Al Sefati’s insights highlight, brands that embrace unique storytelling and diversified distribution strategies will have the greatest impact.
This project aims to bring forward the expertise of Kontrol Media’s advisors, and Al’s thought leadership sets a high bar. As we continue to gather insights from other experts, one thing is clear: the future of content marketing belongs to those who dare to be different.
Stay tuned for more expert insights from Kontrol Media’s advisory network.