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Mine whatever resources you can to find interesting original content. If needed, look beyond the product and dig deeper to uncover a compelling story. There are always interesting tidbits waiting to be discovered, even if what you’re selling isn’t very glamorous. Perhaps the product is being utilized in unintended ways to great effect, or one of employees has an amazing history to tell. Originality creates a facet of your brand that people want to learn about and, more importantly, share. The benefits of creating fresh content extend beyond social networks and boosting search engine results; the brand now has a personality that is much easier to relate to than a faceless company or organization.