"Do not become solely reliant on sharing items found on the internet and release the fear of creating your own," says Amanda Ryan in a blog for Business2Community.
Essentially, as we've said before, it's about being genuinely useful, informative and interesting (or at least one of those).
"The more useful the content you create for your audience the better," says Ryan. "Come up with clever ways to showcase your products and services."
So, what are your options? Here's a look at the best types of website content writing:
Articles: straight up factual pieces on a topic – could be breaking news or could be something more static, like a feature on a ski resort.
How-tos: explain exactly what steps people need to take. Don't ram your corporate message down people's throats, just be helpful.
Top tips: lists are amazing. People love lists. Lists and more lists – top ten ovens, best 50 oven mitts, seven ways to clean your oven.
Case studies: Ok, so we worked with this company on this project and achieved this. Case studies are great at showing visitors to your site that what you say you do is true.
Facts & figures: we all love a good fact and if it's really interesting it's the sort thing people will share.
Add to these things like infographics, white papers, research studies, press releases and blogs and it's clear the scope for content marketing is so big there is simply no need but to produce original material.