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"Content is king" is a phrase thrown around digital marketing circles all the time these days. The theory is that content creation leads to increased SEO (Search Engine Optimization) presence. However, few understand that legitimate, original content is the most valuable form of content one can create.
While there are many sites that are good curators of content (an effective strategy in and of itself), brand new content allows a website the ability to be the first ones associated with it. Also, as other sites quote and link back to that content (which to that point had not been available anywhere else), the relevance of the originating site will be driven higher.
Additionally, original content creation gives a website brand legacy and helps build authority. If a person knows they can only get particular content from a certain site, that site will begin to rise in esteem among those interested in that content. This helps associate a site and brand with being very knowledgeable about whatever topic the content involves.
All in all, original content creation helps create an online legacy of relevance for a website, as well as improving credibility and SEO ranking in search engines. Are you guys creating your own content, or simply curating?