Original Sin.

Everybody talks about the need for content — for your website, social media, whitepapers, etc.  And content really is crucial to inbound marketing.  But here’s the catch.  If you’re saying what everyone else is saying, and posting the same kind of content they are, there is nothing that will make your content become the traffic generator you want it to be.  Here are the questions to answer.  Is your content original?  Does it demonstrate deeper expertise?  Does it offer unique insights?  Are you providing value beyond what already exists?  For content to do the heavy lifting, it has to be something that can only come from you.  Start with that, and you’ll finish ahead.