'Be unique' to create compelling copy

Marketers looking to create compelling copy on their site should aim to be unique, a sector commentator has suggested.

Internet consultant Patrick Oak makes his comments in the E-consultancy internet marketing news blog, stating that a wide range of resources on the web provide the same sort of content, ranging from reviews to news.

He suggests that, in many cases, this copy does not add any value to the sites they are on.

Mr Oak adds: "Good content has to have some edge that creates value. Do you have something exclusive? Do you have some insight or analysis that nobody else has? Do you have something to say that nobody else is saying?"

Concluding, he states that the production of compelling content is not easy or cheap and that ensuring it adds value to a site is a major factor in creating it.

Meanwhile, sector commentator Gerry McGovern recently stated that poor-quality, low-value content is "choking the usefulness" of search engines.