Original Content

By Carol Campbell
Published on: July 9, 2021

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A recent Harvard Business School study indicates that if streaming services want to attract subscribers, just offering TV channels is not sufficient. The findings corroborated current trends that tell us how valuable original content is, and how it is driving the decisions of cord-cutters. Most, if not all, streaming services understand the importance of original content.

Let’s talk about original content as it relates to social media and website traffic. The same rules apply. People are driven to original content – because it’s original! So take a moment and ask yourself – how much content that you pump out on social is original? Versus how much you pump out that is just regurgitated, amalgamated content. Sheep following sheep kind of thing. Because when I research a product and the first three websites have the exact (and I mean exact, cut-and-paste) content, my first thought is that they’re lazy. And who wants to do business with lazy people?

Okay, I can hear the skeptics out there. “Carol, we don’t have time or the right people to create original content. We’re too busy.”

Bull. You don’t have to have polished, gifted writers and a high priced editorial team. It doesn’t hurt, but it’s not required. Potential customers just want the honest truth and a basic explanation of what your product/service does and how they benefit. They don’t need to be sold. They need to be educated. And they want to hear about your company and your people and your position on social issues and where your own technology brand is heading. And how future-proof today’s purchase is. They want to have a conversation. That’s why they call it social.

So get social. Develop your own original content. Brisk, informative articles and brisk, informative videos. Keep it real. Educate. Inform. Throw in some fun every once in a while. Allow your audience take a look under the hood. Be original.


Carol Campbell

Carol Campbell

Carol Campbell is the Managing Director of the Technology Insider Group, Publisher of Technology Designer Magazine, and Executive Director of the Women in Consumer Technology association. She is a publishing, marketing and women’s thought leadership executive with a history of offering outstanding presentation, communication and cross-cultural team management skills.

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