Originally written by Cathrine Versfeld | Revised & Updated by Carina Claassens



The Facts

A small amount of online research on just about any subject will reveal one or two annoying but ever-present facts:

• Most of the resulting websites that you’ll get on the front page of a search engine will contain almost identical information.

• Very often, images, landmark information, dates (salient data) will have been lifted directly from a main source.

• The data will be laid out in just about the same order. In some cases, the information will be absolutely identical with no way of knowing which website originated it.

• Information that may have changed or been updated is difficult to locate because the data rarely includes a date.

Many of the articles we read online are unoriginal, rehashed and dull because we see them all the time. There are of course exceptions, such as the writings of Guy Kawasaki and Malcolm Gladwell. Their content is refreshing and their concepts are exciting and engaging. So how do you turn your content from every day, mediocre rambles into gripping information? 

The Reasons

There are a few reasons for this phenomenon:

• Straightforward plagiarism: when one company simply “lifts” the information from a competing website, making little effort to mask it as their own.

• Some information is universal and cannot really differ from similar information because the data is accurate and specific.

• A lot of “content generation” techniques include the practice of taking one good article and creating 10 similar articles without new or additional information. This is known as “spinning”.

• A lot of online information seems to aim “globally” when the websites themselves often cater to a limited geographic location. When a website is positioned globally, it shows up with all the others that have done the same.

Don’t be Second-Rate

There are a few ways in which you can set yourself apart from everyone else who owns or writes for a website or blog – which is pretty much everyone.

• Step Out of Your Comfort Zone

If you want to write engaging content you have to read, and you have to read everything you possibly can. If you read the same author’s work over and over you’ll get stuck in a loop. Your own writing will reflect his or her writing and you’ll end up being the same as everyone else. Gain exposure to as many different styles of writing and you’ll soon be inspired with ideas for fresh content. 

• Research

It is important to do regular research for your own industry. By conducting thorough research you will quickly see which catch phrases, images and diagrams are making constant appearances online. 

• Be Innovative

If you have information that cannot really be described differently, find new methods of presenting it. Videos, guides with diagrams and podcasts are excellent and popular ways to present the same old information.

• Keep it Local

Unless your industry is actually aimed at a global market, it is necessary to indicate your geographical location and local services.

• It’s All About People

Your website should be aimed at people. Real, buying customers. Search engines will eventually identify “spinned” articles.

• Quality Content

Continue to generate original, valuable and useful information. Your company website is also your company’s online mouthpiece. Take that platform as a serious opportunity to foster a sincere and honest desire to make customers happy.

• Be Clear

An important element of content is that communication should be clear. Content should be stripped from industry jargon and exasperating buzz words. Don’t use 80’s and 90’s marketing speak, it doesn’t really mean anything to anyone.

• Confirmation Bias

This is when people simply confirm what they already believe. Don’t only focus on the facts that support your argument, include different statistics allowing people to make up their own minds about what to believe. 

It is absolutely vital to move away from generalities and distinguish your website. You will almost certainly be plagiarised at some point but by then, you’ll have adjusted your content.

Distinguish Yourself

When generating content it is important to remember to research and compare first. Online users are loyal to sites that produce consistent quality. Over time, your readers, and search engines, will distinguish your site for what it’s worth. 

It seems that many people don’t want to do things differently because of the fear of being criticised. As discussed in a previous article there are certain “constrains that the human brain places on innovative thinking. This comes down to fear of failure, the urge to be “normal” and accepted” (Born Creatives: Can We Think Differently?).

Remember, when everything is the same it’s not that difficult to be different.



Sound Idea Digital is a full digital marketing agency. For more information, contact 012 66 44 227 or email to info@soundidea.co.za

Carina Claassens is a Writer for Sound Idea Digital l carina@soundidea.co.za l @SoundIdea l www.soundidea.co.za