The answer to this question is more complex than a simple yes or no.
On one hand, you do not want to be writing the same EXACT content as your competitors for a few reasons:
- You want to develop unique web content that establishes you as a thought leader in your industry
- You do not want to be penalized by Google for having content which is too similar to other sources, which could be misread as plagiarization
- If you are always trying to keep pace with your competitor’s content, you will never release any of your own unique content
- Some content that your competition puts out may not be high quality, and may not serve much purpose for Search Engine purposes
On the other hand, there are a few reasons that you want to produce SIMILAR BUT BETTER content than your competition:
- Having the best content in your industry will help you build your brand, search traffic, and customer base
- Keeping an eye on what content ranks well for your competition is a good way to uncover what your audience is looking for
- Building better versions of the same content as your competitors can help you establish yourself as a thought leader, and rank better for those search terms
- Chances are that your competition will be trying to rank for a lot of the same keywords and terms that you are
All in all, producing the same exact content as your competitors is a bad idea. It can lead to worse search rankings, and make your website and message a bit lackluster in the eyes of the consumers, which ultimately will lead to less conversions and clicks from your content marketing efforts.
However, producing similar, but enhanced content in comparison to your competitors is exactly what you want to be doing as a business owner. There are rules and schools of thought when it comes to how to produce better content than your competition, so let’s jump right in!
How Do I Keep My Content from Being Too Similar to the Competition?
1. Check for Similarity to Other Pieces of Content
At the end of the day, you’ve got to be original with your content, here are some of the best ways to make sure you create unique content that is better than your competition.
You’re quite a few tools on the web that you can use in order to compare articles to one another. Copyscape is an amazing resource that we use often in order to make sure that our content is very unique.
2. Add Unique Pointers and Tips
On top of this you want to make sure that you add a lot of great tips in your content that actually help users.
How many times have you gone in a web browser and looked for information on something and found the same exact paragraph, just paraphrased in the top eight Google results?
You got to add a bit of your own experience and actually contribute to your audience’s needs in terms of value-added.
3. Try to Do All of Your Research Prior to Writing Your Content
For the time you were getting ready to write a comprehensive piece of content that is better than your competition, you should have read at least 10 to 15 different posts, watched a few videos, and even listened to a few podcasts on the subject matter.
On top of this you should have found the answers to multiple questions that you encountered along the way and clicked through to multiple links in order to find out more information that dives deeper.
Creating high quality content that is better than your competitors he’s not and should not be easy. There is a reason the best are the best. There is no substitute for research and time put in to creating content.
How to Use Your Competitors Content to Your Advantage
Realistically, if your goal is to create the best content in your industry, you should utilize one of the best resources for finding great content ideas: your competition.
So it is important to be creative, most of the time, unless you were in a completely new industry, you do not need to reinvent the wheel. While it is always great to come up with completely new content, chances are, there are very few subject matters in the world that you could write about which have not been covered on the internet by someone.
In light of this, it is important to know how to write high quality content by using your competitor’s content to your advantage.
So how do you do this?
1. Find Content Gaps and Fill Them
With a few simple Google searches and about 30 minutes spend skim reading through the competition’s content, you can typically begin to find out where the gaps in content lie in a given industry.
More or less, for a majority of blog content out there, there are 2-5 big dogs on the top who come out with original content, while the rest feed off of it and spin it into their own versions.
This can be easily distinguished to the trained eye. How is it that every single blog post outside of the top 5 in SERPs ranking for certain search terms are all so similar? Surely it can’t be coincidence.
You will find it is not coincidence. Furthermore, you will find that this similarity in content between a majority of the players in an industry results in dissatisfied and alienated audiences who simply cannot find comprehensive and simple answers to their questions.
It is your job to identify the content gaps in your industry and fill them with high quality web content that captivates your audience and establishes your brand as a thought leader in the industry.
How to Find Content Gaps
There are a few very simple ways to find content gaps that can be utilized by content marketers to produce more effective content.
Tools like answerthepublic.com to find questions related to your keywords and search terms. This site takes in a keyword, and outputs hundreds, if not, thousands of phrases and questions that people ask Google related to it.
It even tells you how much search traffic each query gets to help you identify the more important topics to cover.
People Also Asked
Google search is now accompanies with a “People also asked” box. This contains FAQ by your audience that you will want to answer with your content if possible.
While there are a lot of pieces of content that touch on these questions, very few are capable of covering them in depth, and even fewer are capable of covering more than one of these topics in a piece of content while still remaining on track.
2. Develop Tools That Fill Your Audience’s Needs
What if we told you that the number one way for developing organic web traffic in 2018 was to create free online tools and unleash them on the internet, for anyone to use, any time they want?
Does it sound like a fantasy? Because this is actually the case. Don’t believe us? Let’s take a look at one of the most iconic internet marketers, Neil Patel’s, view on the subject.
At the end of 2017, Neil even declared on one of his podcasts with Eric Siu that, “I’ve just been buying up small websites with free tools and building them. It’s one of the best ways to improve web traffic overnight…”
Now maybe you don’t have the idea yet, or perhaps you have the idea but not the budget. That’s fine. The point is, if you provide a service to the world that is needed, is unique, and provides value to business owners or individuals, you should utilize it as one of the main drivers of traffic to your website.
While giving away trade secrets and insight can be a bit cringeworthy for people who worked hard to gain such knowledge, you will find that all your grandparents told you about giving away to receive is true. The more value you bring, the more you will get in return.
Once you have developed a tool, if it truly is unique and useful, and you develop high quality content about it, it is only a matter of time before you will begin to see the return on your investment.
3. Create In Depth Content that is Focused
Too many pieces of web content just bounce around from idea to idea without any real structure. They are the appetizer of the content marketing world. Promising answers with titles like “Everything You Need to Know About Content Marketing in 2019” just to briefly touch on an idea, bounce to the next, and then leave you with a conclusion, and more questions than answers.
The mark of a truly unique piece of content that is effective at reaching your audience is to make content that is niched down to cover very specific topics.
By niching down your content, you ultimately accomplish more because:
- You wind up with more content ideas, and a better internal linking structure due to the way you must fragment your content into compartments
- You have no choice but to make pieces of web content very specific that also rank very well for keywords and search terms they contain that are very long tail in nature
- Your content will have much better content marketing KPIs such as lower bounce rate, higher average time on page, and lower exit rates
- You will leave your user satisfied and ready to come back for more, they will identify with your brand
Don’t be afraid to get into the nitty gritty when it comes to your blog content. It’s what people are actually looking for and just can’t find.
4. Bring Your Passion to Life
There is an old saying that goes, “if you don’t love something, you will never be the best at it”. And we fully stand by this statement.
At the end of the day, content marketing is our passion. There is nothing more satisfying than being able to help a fellow business owner achieve their dreams of telling the entire world about their product or service in a unique way through high quality content that outranks competitors.
So get angry. Look through all of these haphazard, low-effort, high volume blog posts that are a pure embarrassment to your industry and the passion you bring to it and make it your sole purpose to blow them out of the water.
Don’t just make content for the purpose of driving clicks. Make content that helps you learn. Make content that takes what you have learned and translates it to people who are in an earlier stage of the same learning curve as you.
Make content that is a talking point, that spurs creative thought, that has real elbow grease behind it. Before you know it, you will be pushing out daily content because you are just addicted to learning about new things and teaching your audience about it.
Lear how to produce the best web content in your industry not for yourself, but for the people you aim to help. And without even trying, you will be helping yourself along the way.
Knowledge is power. Empower others, and you will always be in a position to make your dreams come true.
How Can I Find Good Content Ideas Quick and Easy?
Wouldn’t it be great if there was a set of tools you could use for free in order to create the best content in your industry?
Now you can. With the PoofNewSales Free Content Marketing Tools Suite, you can easily get custom content ideas for your blog everyday.
Over the years we have mastered the art of how to create the best blog content. Our tools have taken everything we’ve learned and put it in your hands completely free of charge in order to help you make better content than your competition on a consistent basis throw your website traffic through the power of content marketing.