Question

Topic: E-Marketing

E-blast Content

Posted by dphillips on 12/28/2020 at 3:09 PM ET 125 Points
My company is a European manufacturer that sells its product via a network of 90 distribution partners in North America...I'm the marketing manager based in the US headquarters office, and I send monthly e-blasts to our customer base using HubSpot, and many of the sales and marketing representatives from our partners are on the distribution list to receive these messages.

Many partners rephrase the information contained in my e-blasts to use in their own email efforts, but there are some that use my email content verbatim in their own e-blasts.

I've always encouraged our partners to rephrase/rewrite our content when it's posted on their websites, since our companies could all be penalized by search engines for having duplicate content. Does the same hold true for e-blasts, when the content is essentially invisible to search engines? Should I encourage our partners to rewrite our content in ALL instances? I don't want to be too demanding of them (we're supposed to be partners, after all)...I may bristle at the fact that someone reused my content, but we're all have the same goal...To sell our product.

Is it okay to use duplicate content for e-blasts, as long as the companies using that content are affiliates?

Thanks!
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RESPONSES

  • Posted by mgoodman on 12/28/2020 at 5:28 PM Accepted
    What is repeated in an e-blast should not affect what a search engine sees. You can be reasonably confident that you won't have any major problems with the repeated phrases/copy affecting your search engine ranking.

    The reasons to encourage re-writing are: (1) to increase engagement/ownership on the part of your partners, and (2) maybe some of them will come up with even better copy than what you have now. (Sometimes even the smallest tweaks can boost copy effectiveness.)
  • Posted by dphillips on 12/29/2020 at 9:53 AM Author
    Thanks very much! You pretty much confirmed my initial thoughts.
  • Posted by Jay Hamilton-Roth on 12/29/2020 at 9:58 AM Accepted
    I’m with Michael. To increase engagement , have you considered running a contest for most effective/creative rewrite of your month’s copy? Seeing other’s examples may spur a desire for everyone to up their game.
  • Posted by Gary Bloomer on 12/29/2020 at 1:10 PM Accepted
    As a rule, e-blast content in emails won't impact any other search engine ranking factors.
    Getting partners to rephrase content helps them connect with their specific audiences.

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