3.3 Content Differentiation Strategy

LLMs are trained on the "average" of the internet. If your content just repeats the average view, you are redundant. To get cited, you need Information Gain.

What is Information Gain?

A concept (patented by Google) that measures how much new information a document provides compared to what the user has already seen.

• If 10 articles say "Sky is blue," the 11th article saying "Sky is blue" has zero information gain.
• The article saying "Sky is blue because of Rayleigh scattering, and here is a spectrum chart" has high information gain.

Strategies for Differentiation

1. Proprietary Data

Publish data that only you have.

• Survey results from your customers.
• Internal usage statistics.
• Performance benchmarks.
• Example: Instead of "Email marketing is effective," write "Our study of 1M emails shows a 3.2% CTR."

2. Contrarian or Unique Viewpoints

Challenge the consensus (with evidence).

• "Why Best Practice X is actually wrong."
• LLMs often present "perspectives" (e.g., "Some experts say X, while others argue Y"). Be the source for Y.

3. Human Experience & Anecdotes

AI cannot experience the world. It cannot taste food or feel pain.

• Use phrases like "In our testing..." or "When I tried this..."
• Include photos/videos that prove you actually handled the product or experienced the service.

4. Expert Quotes

Interview niche experts. Their unique quotes add fresh tokens to the LLM's context window that cannot be found elsewhere.