It all boils down to a concept called information gain, and it’s the most important idea in content marketing today.
primary research is the ultimate form of information gain.
Google intends to reward articles that contain information other articles don’t. That means every content marketer will be well served by keeping this question front of mind for everything they publish: "What new information am I bringing to the discussion?"
Here are a few practical ways to factor this question into your content:
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