It seems that for the majority of our businesses, the greater the results from digital marketing efforts, the more likely that our content is going to be the target of an inquisitive competitor.
I speak from experience when I say that it can be very frustrating when a local competitor plagiarises your hard work only to steal away valuable market share and customers.
Why do competitors revert to copying?
These days savvy marketers are well aware of:
- How to analyse and steal social followers
- How to copy competitors backlinks
- How to spy on competitors
- How to outrank competitors
Awareness of these alone is not the issue – the issue is your competition.
At the end of the day your competition is in business for the same reasons – to improve market share and capture the local market.
The reasons competition reverts to copying may be numerous, however the main factors seem to be resources constraints – whether time,skill or creativity – to come up with their own unique content.
The main reasons seem to be that businesses can’t produce, measure or afford to create engaging content themselves – so they find it easier and more cost effective to piggyback off you.
As you are well aware, creating quality content is not easy. The last thing we want is for your competitor to profit from your hard work. Let’s look at 3 ways to prevent this from happening.
1. Make your content comprehensive
The best way to limit copying is to make your content comprehensive. Try to use as much data as possible and back statements with authoritative research and case studies wherever you can.
Making your content as exhaustive as possible will make it very difficult for a competitor to transform your content into something else without making the notorious blunder of duplicate content.
The comprehensive nature of your content will also force your competition to invest a lot more time into coming up with content of a different angle. If you recall, this was one of the main reasons for not creating unique content in the first place.
At the end of the day comprehensive content is going to provide more value to your audience which is the most important metric of all – so it’s a win-win. A recent study conducted by Backlinko suggests a relatively strong correlation between total word count and Google position.
2. Diversify your content sources
Don’t just focus on written content. Other forms of content are much more difficult to copy. These could include:
- Videos, tutorials and webinars
- Instagram images
- Professional infographics
- Powerpoint presentations
- Ebooks that educate your clients
When your content is diversified into different channels it is much more difficult (and resource intensive) for your competition to emulate.
Expanding your content through multiple channels not only impedes competitors, it also expands your reach and influence to new market segments, which again is a win-win.
Are you sick of competitors profiting from your hard earned work? Just a little bit of extra work will make it so much more difficult for your competitors to copy you. The best thing about these recommendations though is that in addition to disabling copycats they also improve the quality and diversity of your content – a double whammy.