Five Reasons Why Your Company Needs Original Content in 2025
(By Elizabeth Tuico) Two years since its mainstream introduction, Generative AI continues to change how we live and work. Like everything else, a fine line exists: what circumstances dictate how often we use the latest technology?
ChatGPT, the most popular Generative AI for natural language tool, can save valuable time. Its prompts help alleviate writer’s block and keep marketers moving through mountains of deadlines. However, companies should also continue to produce original content for better marketing and business development results.
Generative AI for natural language relies on information found in its large language model (LLM). To feed itself, LLMs comb the Internet looking for the latest text, articles, and blog posts. Consequently, LLMs like ChatGPT cannot regurgitate language on topics not available on the Internet, so opportunities to promote unique ideas are still out there.
Why should your company produce original content writing?
#1 Improve SEO rankings.
If your marketing team values search engine rankings, think twice about copying content from ChatGPT. Google often eliminates redundant results from search listings, instead giving priority to pages with unique content. Therefore, ChatGPT content will not benefit from organic traffic produced by search engines.
An example: your company recently launched a new website. Instead of creating original narratives for the website text, your team inserted verbiage collected from ChatGPT. This site will not rank well, if at all, when Google crawlers evaluate the content quality. If Google crawlers determine that your website content exists elsewhere on the Internet, the text may not get indexed. After all the hard work and expense, your website could show up on page 50 of a Google search.
#2 Promote original ideas.
Do not underestimate the power of generating thoughtful ideas. Marketers upload content – blogs, videos, and social media posts – to the Internet every second of the day. Promoting original content is often the catalyst needed to break away from the competition.
Well-written proposals go the distance. Clients read proposals, so also try to differentiate your sales and marketing prose from the competition. Gather your stakeholders together at the beginning of the proposal process and brainstorm a strategy. Take the time to carefully write out the results – and your clients will notice.
#3 Develop better stories by interviewing employees.
Injecting different perspectives into an article or case study makes the piece stronger. Interviewing employees is often the best way to incorporate new ideas. A content writer can pose questions to your staff to learn about new projects, background information, and unique characteristics. Encumbered by deadlines, employees are often too busy to write down what they know, which is critical for the ongoing success of sales and marketing teams. Speaking with a writer is usually an easier and faster way to gather this critical information to produce a more persuasive marketing piece.
#4 Establish stronger credibility.
Honesty and transparency remain the hallmarks of credibility in business. Debates continue about copyright infringements related to ChatGPT’s development of its large language model. Since people dread the blank page, ChatGPT and other Generative AI for natural language tools are helpful for prompts but try not to copy and paste lifted text directly into your marketing documents. Creating original content contributes to your company’s credibility. When you write something from scratch, no questions about copyright exist.
#5 Clients can check for copied content.
The use of detection tools for AI-generated text is on the rise. Clients can check proposal content and thought leadership pieces for originality. With competition getting fiercer every year, details, like original content, matter.
Original content uplifts your brand. Need help creating original prose for proposals, marketing collateral, and messaging? Contact Rebel Road Creative.
Elizabeth Tuico owns Rebel Road Creative, a marketing and content consultancy based in Washington, D.C.
