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The Power of Original Content

The Power of Original Content
September 12, 2018 Ronin Marketing

Originality is a major aspect of standing out among the crowd and engaging an audience. And, in an age where creative tools are more accessible than ever – what’s stopping you from shining, the only way, YOU can?

Everything is a remix

If you’ve been on the internet in the last 10 years, you may have noticed the growth of a pretty pervasive remix culture. I’m not suggesting DJs are running society. I mean to say that everything is cut, copied and mixed together from seemingly disparate sources to create something new. For example, remix culture is evident in the memes you tag your friends in on Facebook, the trap-flavoured RnB on your recommended Spotify playlists, and even the cronut waffle-cone ice cream sundaes we ‘share’ to our dieting friends on Instagram.

Now I don’t mean to suggest that remix culture is necessarily a bad thing (after all, those cronut ice cream sundaes are pretty great!). I mean that when some truly fresh and original content pops up on our radar, it grabs our attention. And, as a business, you can utilize pre-existing content with your brand as a tool to reach audiences in the form of stock photos, stock videos, and even fonts. But that’s just what these things are – tools. They can help provide a solid foundation for content, but you still need to put in the work to transform it into something which is distinct to your brand. Although helpful, there is an unfortunate downside inherent with stock assets.

Stock, drop and roll – why stock imagery isn’t the be all, end all

That awesome photo you found on Shutterstock might be perfect for the Instagram promo you’re planning, but you might not be the first business to use it, and you indeed won’t be the last. We, humans, have a knack for recognising patterns so, you always run the risk of using THAT image or THAT video which people have seen a million times before.

But what can you do to avoid this conundrum?

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O.G. (Original Gangster)

Keeping it fresh is a good motto for not just your salads and rappers, it’s also a good rule of thumb for your content. We live in a time where most of us have a smartphone in our pocket, which means we have access to a nice quality camera to take photos and shoot video at the press of a button. On top of this, you don’t have to look far to find phone apps which help you tailor the look of your photos and videos to fit your brand better. Some of my personal favourites are VSCO, iMovie, and Photoshop Express. There are endless opportunities to promote your brand and engage your audience using just your phone camera and a touch of savvy, so here are a few ideas which could help you keep it fresh…

Sale it Ain’t So

Do you have an upcoming sale or promotion? Whether it’s a seasonal deal or a one-day flash sale, snapping a photo and sharing it to your socials is a great way to alert your customers and grab their attention.

Wish You Were Here

Everybody loves a good public holiday or special event, so why not show the world your celebratory spirit? Dress up for Halloween, decorate a Christmas tree – and if it’s somebody’s birthday, let them eat cake! Creativity is something we all enjoy, and these holidays are perfect opportunities to flex those creative muscles and delight your customers.

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Pull Back the Curtain

Showing customers a little bit of your business’ ‘behind the scenes’ can be a great way to not only engage your audience but also inform them. I might not be an award-winning New York chef or a deep-sea fisherman, but I love watching the experts break down the processes of their profession and discuss their journey (just ask my Netflix watchlist).

Must Love Blogs

At the risk of getting too meta, business blogs are a great way for audiences to get to know you and your business better, and for you to share some tips and tricks on your industry (okay maybe it is too meta?). If social media is the catchy single which hooks you in, blogs form the album which presents a more detailed story.

These are just some of the ways which can make you stand out and create a memorable impression on audiences with some originality. Remember to flex that creative muscle to ensure all eyes are on you.


Need a hand creating original content? The experts at Ronin can help you stand out with a tailored approach to digital marketing. Contact us today to discover ways you can improve your business with our team.

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