Poet T. S. Eliot once famously quipped “good writers borrow, great writers steal.”
T.S. would likely have a different take in today’s cyber age where there’s plenty of borrowing and stealing going on – but not by those looking to master a literary technique.
No, in the virtual cut-and-paste Internet era, content gets lifted at an alarming rate.
We’ve had clients and fellow writers voice concern that competitors are looting their content, changing a sentence here or there, and then passing it off as their own.
Yes, it happens.
No, there isn’t much you can do about it when it does.
Yet there is solution: Create more content that is all but impossible to steal.
Specifically, focus on your organization’s unique purpose and craft customized content that tells your story and highlights your strengths in ways only you can.
For businesses, customer success stories and case studies do the trick. For nonprofits, it’s featuring a dedicated donor or someone whose life was bettered by your services. For any organization, it can be thought leadership content or op-eds that convey personalized insights or anecdotes.
Not only is this content well insulated from theft, it’s also much better than the generic copy that anyone can pump out and does little more than add to the clutter of the Web.
Success stories from your customers or clients bolster your credibility by doing much of the heavy lifting to highlight your strengths. Meanwhile, thought leadership pieces helps your key leaders develop their own unique voices and share experiences and insights to connect more meaningfully with readers and set your organization apart.
Creating steal-proof content doesn’t have to be a lot more work either once you get in the habit of branding your content as your own.
For even routine how-to or educational content, you can find ways to pepper in customer or client examples, or have the content bylined by a leader or subject-matter expert who can share personal lessons learned.
Another T.S. Eliot quote that does stands the test of time is this: “Business today consists in persuading crowds.”
Whatever your business, a key way to persuade your crowd – while thwarting the thieves – is to create content that is uniquely your own.