Original information is self-collected, verifiable content from your projects, processes, observations, and feedback. For South Tyrolean SMEs, original information arises primarily from consultations, project decisions, workflows, recurring queries, and documented special cases.
In my work with small businesses, I've observed the same pattern for over 20 years: valuable experiential knowledge exists, but it's not documented. The owner knows the crucial differences from practical experience. An employee knows why a particular approach works better in the long run. Similar questions are answered regularly in sales. This implicit knowledge often remains tied to individuals and is no longer reliably available to the company when personnel changes occur.
Therefore, you don't need a higher publication frequency, but a simple process: document experiential knowledge, review it professionally, and transfer it into reliable case studies, checklists, or instructions.
Original information is created when a company documents its experiential knowledge in a comprehensible way, combines it with evidence, and presents it in such a way that other people can gain reliable insights from it.
What distinguishes original information from ordinary content
Many company articles summarize what is already available on other websites. Such content can provide guidance, but it doesn't create an independent source of knowledge. Original information, on the other hand, is based on firsthand observation, documented decisions, or processes carried out independently.
Typical forms of original information include:
- an analysis of recurring questions from consulting and sales,
- an anonymized case study from a completed project,
- a checklist that your team uses for every job,
- a guide for a self-tested workflow,
- a comprehensible before-and-after report,
- Measurement data from a project with an explained measurement method,
- documented typical errors and their solutions,
- Structured customer feedback with transparent context.
Information doesn't have to be groundbreaking worldwide. It must be independently researched, relevant to your target audience, and verifiably documented . Good original information shows not only the result but also the process by which it was obtained.
Seven quality criteria for reliable original information
- Independence: The core message comes from your own work and was not simply rephrased from external sources.
- Verifiability: Project documents, photos, measurements, meeting notes or process documents support the statement.
- Relevance: The content answers a specific question from your target audience.
- Context: The timeframe, initial situation and framework conditions are visible.
- Technical review: A knowledgeable person checks statements, figures, and conclusions.
- Privacy Policy: Personal and confidential information is protected.
- Topicality: An update date and a responsible person make the maintenance traceable.
Where implicit knowledge is hidden in your company
Implicit knowledge is experiential knowledge that people apply without having to consciously explain every step. An experienced technician might recognize a problem by a specific sound. A consultant recognizes early on which requirement is missing from the briefing. A host knows which follow-up question to ask international guests will prevent misunderstandings.
Don't start with the question, "What could we write about?". To find topics for original information, specific questions are more suitable:
- What questions do we answer regularly?
- What mistakes can experienced team members spot early?
- Which special cases were particularly challenging from a technical standpoint?
- Which decision simplified or secured a project's progress?
- Which work steps are repeatedly explained to new employees?
- What assumptions made by our clients do we need to correct regularly?
- What measurements or observations are we already documenting?
- Which feedback led to a concrete improvement?
These questions usually lead to usable, original information more quickly than a general collection of ideas. A content strategy based on real customer questions is particularly recommended for craft businesses . Such a content strategy builds trust through concrete answers rather than a large number of general posts.
Capture original information using a knowledge inventory
The first operational step is a knowledge inventory. You don't need complex software for this. A shared, well-maintained list is sufficient to get started. A more comprehensive knowledge catalog can be useful if documents, processes, and responsibilities are spread across multiple departments.
Record content and supporting documents
- Knowledge holders: Who has the practical experience?
- Subject: What question, decision, or problem solution is at stake?
- Target group: Who will find this information useful?
- Document: Are there any photos, project data, documents, emails, or measurements?
- Confidentiality: Does it contain personal data or trade secrets?
Planning publication and maintenance
- Topicality: From what time period does the experience originate?
- Possible content format: Is this knowledge suitable for a case study, FAQ, checklist, or guide?
- Responsibility: Who is authorized to professionally approve the statement?
- Status: Has the topic been recorded, reviewed, or already published?
Don't prioritize your knowledge inventory solely based on expected search volume. Start with experiential knowledge that facilitates a specific decision, prevents a common mistake, or makes a complex process understandable.
Gather original information in a 30- to 45-minute expert interview.
Experienced employees can often explain their knowledge more easily than they can write it down. A structured conversation is therefore usually more efficient. With the consent of those involved, you can record the conversation or take notes directly. Automatic transcription can support the documentation; the professional responsibility remains with the person conducting it.
Questions about the problem and procedure
- What specific problem frequently occurs in your work area?
- How can you recognize the problem earlier than an inexperienced person?
- What information do you need before making a decision?
- Which obvious solution often doesn't work?
- How do you proceed step by step?
Questions about evidence and limits
- What exception or special case changes the procedure?
- What documents or measurements support your observation?
- What can happen if it is done incorrectly?
- What insights can be applied to other cases?
- Where are the limits of your statement?
Always ask for a concrete example in conversation. The statement "We pay particular attention to quality" contains hardly any usable information. In contrast, the explanation "We check these three points before assembly because errors can only be corrected later with great difficulty" can be translated into a verifiable checklist.
Documenting experiential knowledge in seven steps
1. Define a specific topic
Limit the conversation to one question, one process, or one case. "Our entire workshop knowledge" is too broad. "How do we recognize before assembly whether the substrate needs preparation?" is specific and manageable.
2. Conduct and document the conversation
Record the conversation after obtaining prior consent or create structured notes. Document examples, limitations, and technical terms used. Also, internally record the name of the knowledge holder and their experience period.
3. Extract key messages
Separate the statements into three levels:
- Observation: What was actually seen, measured, or documented?
- Interpretation: How does the expert classify the observation?
- General claim: Which statement should apply beyond the individual case?
The more general a statement is formulated, the broader its supporting evidence must be. A universally applicable rule for success cannot be derived from a single project.
4. Add supporting documents
Provide evidence for each key statement. Suitable examples include project logs, approved photos, timestamps, measurement data, or anonymized feedback. If evidence is missing, mark the statement as a personal opinion or remove it from the original information.
5. Check confidential information
Remove personal data, internal calculations, trade secrets, and information that could identify unauthorized individuals or companies. Anonymization means more than just deleting a name: location, industry, project duration, and unusual details can also combine to allow identification.
6. Technical approval
The technical review should be conducted by someone familiar with the described process. This is followed by editorial review: Is the statement understandable? Is the conclusion supported by the described case? Are sources, limitations, and the date of publication included?
7. Publish and maintain
Publish original information where your target audience can reliably find it. For consistently relevant knowledge, your own website offers better control than a fleeting post on social media. If you want content, structure, and technical implementation planned together, we can support you with a strategically designed company website.
Practical example: Original information from a workshop discussion
The following example is fictitious and anonymized. It depicts a typical workflow of small businesses in South Tyrol.
A construction company regularly receives inquiries about why a binding quote is only issued after an on-site visit. In the discussion, the site manager explains that three conditions on site can significantly alter material requirements and the workflow. These conditions have previously only been explained verbally.
The conversation results in documented original information:
- Initial question: Why is a site visit necessary before a binding offer?
- Experience-based knowledge: The site manager mentions three conditions that will be checked on site.
- Evidence: Internal audit reports and approved detailed photos from several projects.
- Content format: A checklist to help you prepare for the viewing appointment.
- Technical review: Control by the construction management and responsible cost calculation.
- Border: The checklist does not allow for a binding remote diagnosis.
- Use: Interested parties understand the process and can prepare the necessary documents.
For reliable, original information, fabricated success figures are not necessary. Even a comprehensible explanation of a common project decision can offer concrete benefits.
Convert original information into suitable content formats
Case studies for SMEs
Case studies are suitable for decisions, projects, and problem-solving with a clear starting point. Reliable case studies for SMEs should have the following structure:
- Background: What was the situation before the project?
- Goal: What specific goals should be achieved or improved?
- conditions: What restrictions had to be observed?
- Procedure: What steps were taken?
- Decision: Why was a particular solution chosen?
- Result: What has demonstrably changed?
- Limitations: What factors limit the statement?
- Transferable knowledge: What can other companies learn from this?
Checklists
Checklists are suitable for recurring inspections, preparations, and handovers. Each item should be clearly executable or verifiable. "Observe quality" is too vague; "Compare dimensions with approved plan" describes a concrete action.
Instructions
Instructions are suitable for repeatable workflows. They should specify prerequisites, individual steps, required documents, typical errors, and termination criteria. A reliable instruction manual also explains when professional support is needed.
FAQs and process descriptions
FAQs arise from recurring, genuine questions. Process descriptions explain how a collaboration or service works. Both formats reduce uncertainty when the answers remain specific and don't repeat general marketing claims.
Before and after reports
A before-and-after report requires comparable conditions. If, in addition to your measure, there are also BudgetIf the season, team, or offering has changed, this context must be stated. Otherwise, the alleged connection is not sufficiently substantiated.
Separate documented experience, assessment, and assertion
A credible original piece of information makes the status of any statement visible:
- Documented experience: "In this project, the problem occurred in two documented work steps."
- Personaly thinking: "In my experience, early voting was crucial for the further course of events."
- General claim: "This method reduces project time for all companies."
The general claim requires data from several comparable cases. Without such a basis, you should limit your statement to the documented individual case. Numbers may only be used if their origin, time period, and measurement method are verifiable.
Trust arises from a clear separation between observation, interpretation, and verifiable conclusion.
How original information builds trust
In its guidelines for helpful content, Google lists clear source citations, demonstrable expertise, information about the authors' backgrounds, and sound, first-hand knowledge as relevant evaluation criteria. The list of criteria is published on Google Search Central.
These criteria are categorized under EEAT in Google's context: Experience, Expertise, Authoritativeness, and Trustworthiness. EEAT is not a single ranking factor. For practical content strategy, it is crucial whether readers can recognize who made a statement, what it is based on, and how up-to-date it is.
Therefore, cite verifiable original information:
- the author or the responsible expert,
- whose role and relevant experience,
- the observation period,
- the method used
- internal or external sources,
- the publication or update date,
- known limits and exceptions,
- the date for the next exam.
Original information does not guarantee a better ranking in search engines. However, it increases the originality, usefulness, and verifiability of content. This allows people, search engines, and digital assistants to better understand and interpret statements.
Data protection for original information and customer feedback
Authorization is particularly important when individuals or businesses become identifiable. Publishing identifiable customer data constitutes the processing of personal data and requires a suitable legal basis according to Article 6 of the GDPR. If consent is used, it must be freely given, specific, informed, unambiguous, and verifiable, in accordance with Article 4, point 11, and Article 7. The legal basis is documented in the General Data Protection Regulation (GDPR).
Consent is not automatically the only possible legal basis. Which legal basis is valid depends on the specific content and purpose of the data processing. For special categories of personal data, legal uncertainties, or extensive publications, you should seek legal advice.
Check the following points before publishing:
- Is a person directly or indirectly identifiable?
- Have the name, photo, function, quote and company name been explicitly authorized?
- Is it documented which channels the release applies to?
- Does the case study contain confidential project data or trade secrets?
- Can the core message be conveyed anonymously?
- Is it specified who handles change or deletion requests?
A documented approval process protects the individuals involved, your company, and your clients. Data protection is therefore an integral part of the standard review process for every case study.
90-day plan for original information in South Tyrolean SMEs
Days 1 to 30: Gather and prioritize knowledge
- Designate a person responsible for the knowledge inventory.
- Conduct three to five interviews with owners or experienced employees.
- Collect recurring questions from emails, sales, and consultations.
- Record available evidence and mark confidential information.
- Choose three topics with high concrete benefits.
At the end of the first phase, a short priority list is sufficient. Three well-documented topics provide an adequate basis for the initial original information.
Days 31 to 60: Create three pieces of content
- For example, create a case study, a checklist, and a guide.
- Separate observations, assessments, and general statements.
- Include project framework, methodology, sources, and limitations.
- Have all content professionally reviewed by a knowledge expert.
- Clarify data protection, anonymization, and required permissions.
If your team lacks the time for structuring, editing, or linguistic development, Berger+Team can support you with strategic texts and content creation . The necessary expertise and approval must come from your company; we structure the information and prepare it for publication.
Days 61 to 90: Publish and improve
- Publish the three original pieces of information on your own website.
- Link to the content of relevant service and topic pages.
- Please ask staff and selected readers for specific feedback.
- Collect new user questions that arise after publication.
- Add missing explanations and correct ambiguous statements.
- Establish a quarterly fact and timeliness check.
Clear responsibilities for small teams
Even if one person takes on multiple roles, the tasks should be defined separately:
- Knowledge holders: It provides experience, examples, and professional context.
- Interviewer or editor: She structures the conversation and creates the content.
- Examiner: It controls statements, processes, and restrictions.
- Release Manager: checks publication, confidentiality and data protection.
- Responsible for content: monitors queries and update date.
This separation reduces the risk of linguistically convincing original information being published without a sufficient technical basis.
Publication checklist for original information
Content and evidence
- Does the content answer a specific question?
- Does the key finding stem from personal experience or from research?
- Are the initial situation and framework conditions understandable?
- Can every important figure be traced?
- Are observation and interpretation clearly separated?
- Were no results or promises of success fabricated?
- Are the author, method, and period of experience specified?
Testing and maintenance
- Are external sources correctly cited?
- Was a professional review conducted?
- Is personal and confidential data protected?
- Are the necessary approvals demonstrably available?
- Are any restrictions or special cases visible?
- Does the update date correspond to the last actual audit?
- Is one person responsible for the next inspection?
Questions and answers about original information
What constitutes original information?
Original information consists of self-collected and verifiable content from your own projects, processes, observations, measurements, or feedback. Your company thus provides independent and comprehensible insights, rather than simply summarizing existing knowledge.
How can I utilize experiential knowledge when employees have little time?
Conduct short, structured conversations focusing on a specific question each time, and then have a designated person handle the editorial preparation. A 30- to 45-minute conversation can provide enough material for several FAQs, a checklist, or a guide.
What am I allowed to publish from customer feedback or case studies?
Only publish identifiable personal data with a suitable legal basis and additionally review confidential business information. Documented approval provides clarity, but does not replace legal review in complex or sensitive cases.
Does every result require specific numbers?
No. A documented decision-making process, a typical error, or a professionally reviewed checklist can also be useful. However, as soon as you use numbers, their origin, time period, and measurement method must be traceable.
How much effort does a knowledge inventory entail?
To get started, a list including the knowledge holder, topic, source, confidentiality, timeliness, and possible content format is sufficient. Focus on a few relevant topics first, rather than embarking on a comprehensive documentation project that cannot be reliably maintained in daily operations.
How can experiential knowledge be kept up-to-date?
For each piece of published original information, assign a responsible person and a fixed review frequency, for example, once per quarter. Review figures, processes, sources, legal frameworks, and any new inquiries. Only change the update date if the content has actually been checked or significantly revised.
Can AI help with documentation?
AI can transcribe conversations, sort key statements, and suggest initial structures. The expert review, evaluation of the evidence, and the decision regarding publication remain with the responsible humans.
What three pieces of content should a small business create first?
Start with a frequently asked question, a recurring workflow, and a well-documented project case. This will result in an FAQ or guide, a practical checklist, and a case study with immediate benefits for prospective and existing clients.
Original information as part of ongoing knowledge work
For small businesses, experiential knowledge is a valuable asset. It documents how your company makes decisions, improves processes, and solves problems. As long as this knowledge exists only in people's minds and conversations, it cannot be reliably shared internally or used externally as verifiable information.
Start with a conversation, a knowledge inventory, and well-documented original information. When this process becomes part of normal knowledge work, new content emerges directly from documented projects and processes.
Effective communication doesn't require exaggerated promises. It makes existing expertise understandable, verifiable, and usable for others.
