Creating high-quality content on an ongoing basis is one of the most important aspects of running an online business. For one thing, creating specific content caters to a specific audience. And populating your site with fresh content regularly is crucial for raising your site’s ranking in search.
But let’s be honest. The steady composition of new content can take a toll on your resources, especially if you are running a solo online enterprise.
Because writing marketing posts is indeed an exhausting activity, some online marketers have opted to use software that automates the process of churning out content for their sites. It sounds like a great idea — one that helps businesses save on their precious time and resources.
But is it really smart to entrust content production to software?
Before we can address that question, we need to delve into an issue that is at the heart of web content production.
To plagiarize or spin?
Spinning an article has become a popular tactic among many content marketers. It has become much more acceptable to spin an article than copy or plagiarize an entire article without attributing the content to the proper source.
Article-spinning software aims to create a unique piece of content out of an already published article in such a way that it it will pass duplicate tests administered by the search engines.
What an article-spinning software does is to mechanically create a new version of an essay or review by using synonyms to replace certain terms, or rephrasing entire sentences and paragraphs to make the piece look and read differently from the original.
How spinning crashed
Spinning articles worked for a while … at least during the early stages of search engine optimization. Automating content production certainly helped online marketers to free up their time and save on resources. This approach allowed many marketers to focus on other tasks that were also important to their business.
The need to automate the content-writing process arose when it took a toll on the marketer’s time. As many of you can undoubtedly recognize, even some of the simplest forms of writing require a level of critical thinking that no software has thus far been able to match. Despite the advances in technology, no software is capable of writing in a way an average human does. At least not currently.
As search engines have gotten smarter, they have become better able to determine which content has been spun and which has not. We are now at the point where spinning an article using automated software no longer works.
Search engines are currently capable of determining how an article should read; i.e., that it should flow smoothly and naturally. We humans are also readily able to tell whether an article has been spun or not. Spun articles tend to be difficult to read; the sentence structures are convoluted. That’s why most of us human web browsers tend to discard content at the first hint that it has been spun robotically.
The death of content duplication
Before the age of Google Panda, authors were free to distribute a single article to as many different article directories as they could find. However, when Google released an update that penalizes duplicate content, the tradition of submitting a single content to multiple directories was effectively outlawed. Google and other search engines became hell-bent on implementing measures to provide nothing but quality information for users.
If you are actively promoting articles and other forms of content to increase your business’ exposure and your ranking, be careful not to damage the search engines’ trust, especially Google’s. The search engines are now disqualifying sites that use various forms of content duplication. As you know, Google is not very forgiving about that.
Quality will always be at the top of the agenda for Google and other search engines. It should be on yours too. Always strive to write content of unique and excellent quality. The search engines will approve — but more importantly, your target human audience will, too.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.