How do you avoid regurgitating content? People say when your competitor zigs you must zag. But what if a new idea or an innovation light bulb sparks a great opportunity for new business or content but somebody has gotten there first? As is usually the case. Is it back to the drawing board? To do so wouldn’t be congruent with creative belief and would leave a lot of people twiddling their thumbs. Peoples daily lives seem to masticate the same content over and over with little stimulative difference in its reception and impact. Some would argue that getting your entertainment fix from Facebook is just the same as a Buzzfeed list, no? and so media vies for our attention in a black hole of content.

I’d never encourage trying to do the same thing with only a change in price as an incentive to your customers. When approaching any new idea think, from a content strategy point of view, how does it align with your business goals and mission and secondly how, from a content marketing point of view, does it bring value to and engage with your audience/ customers? Innovation plays a big part when changing/ designing a product or service. (see my other post on innovation and its language).

The deeper the knowledge you have of your audience the better you’ll identify an angle that will fit for both of the above. The key to creating engaging content is creating something of value to your audience that is delivered where, when and how they want to engage with it.

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