Avoid Duplicate Content as a Franchisee

I am apart of a franchise and I am super busy. So to have current content on my blog in addition to my contribution of content, why wouldn’t I have their blog show up on my blog as its all relative and directly related to my business.

I’m Daniel DiGriz with MadPipe and this is the MadPipe Mailbag. Now, each week MadPipe is opening mail with your marketing questions, and today we have a question from Tonya in Florida. She says, “I run a franchise that has a blog and I also have my own blog and need to put out content for my website etc. Can I just repurpose their content onto my own blog so that I’m reprinting what they’re doing?”

Well Tonya, there’s a cost for that – the Duplicate Content Penalty. So anytime Google detects the same content in two sources, it’s typically going to indirectly penalize one of those sources – usually the one that didn’t have it first. So I don’t recommend that you actually copy your content from your parent company’s blog over to your blog or the franchisee. You want to go ahead and create original content; I also wouldn’t just simply rewrite that content, incidentally, because if it’s not at least 70% dissimilar from what they’re putting out, it’s probably not going to be effective.

But the real key issue here is that we don’t want to just throw things into our blog to get things into our blog. The blog is not just about search, it’s not just about I-need-to-put-out-content-therefore-I’m-going-to-do-that, but it’s really a conversation with our audience. So what you want to do is get in their heads; think about key issues and problems that they want to overcome, questions that they need the answers to, barriers that they have in they’re thinking or misconceptions; address those. Talk about the world around you as it applies to their business, their lives, their issues that they need to solve, really get at what they’re struggling with and also talk about your area of expertise. You can do it. If you have trouble writing, you can do it just like you would do a video. Just think about what you would do if you were running a talk show about those types of topics. So that is a way to generate original content, but yeah, the content really needs to be original.

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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

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