Duplicate content

Duplicate content abounds online and offline. Duplication presents a challenge to the information marketer. If the same perspective and even the same words are being presented over and over again when someone in your market does a search for information, then what distinguishes you from the hundreds of others websites saying the same thing? Why should they return to you for more information?

The following questions can help you in avoiding too much duplicate content:

Can I add something different to the conversation?

You always have your own expertise and perspective to add that is unique. What questions have you noticed that aren't being addressed about your topic? What questions aren't being sufficiently answered?

Does my content answer questions or provide information my market needs?

The way to success in any business is still the same, whether on or off the computer. See a need, and fill that need. When your business is information marketing, what information does the market require to fill a need? Do you have that information, and can you provide that information in the way the market can understand and assimilate it?

Can you make connections between old and new information?

The basic mode of learning in any field is to take new information and connect it to older information. This provides a basis of understanding that builds on the past and prepares for the future. Does your content provide that for your customers? Is your content presented in a way that its importance is comprehended by the potential market?

Can you present a viable alternative to the way something's been done in the past?

Improvements in systems fill a great need for better ways of doing things. Differentiation of your online pages will help you to be found more easily when those in your market use the different search engines. Make your presence as uniquely yours as possible, so that you will be remembered and more easily distinguished from other information marketing businesses similar to yours.

Can you present reasons why this content is important?

Sometimes you may have to present the reasons why your market needs your information, since they may know of the problem but have not properly defined it yet. Provide that definition for them and they'll rush to find your answers.

Have you balanced information with persuasion?

In the information marketing business, content marketing is often more effective than interruption marketing (i.e. commercials). That doesn't mean, however, that you shouldn't tell your customers about what you have to offer them, and guide them gently to the "Buy" button. Remember what, where, when, how, and why when you're providing your content. Give them the reasons to go there. Provide answers to questions they may have, so any possible objections can be overcome. Don't make what you have to offer a mystery, or make it difficult in any way to be obtained.

At the end of the day, sales and the bottom line are your barometers to determine whether or not your content is truly effective within your market. Avoiding too much duplication will increase your effectiveness with customers.