Paraphrasing at Scale: A Guide for Marketing Agencies

Every marketer, whether novice or industry expert, has to put their paraphrasing skills to the test at one point or another. For many of us, the first experience is during our school career where we have to learn appropriate referencing techniques for research papers. For those of us in the marketing profession, it’s part of our everyday lives. While we always try to make sure the content we’re producing is unique, let’s face it – there are only so many ways to convey the same message.

In this blog post, we cover the ins and outs of effective paraphrasing and how to tackle larger projects. We also provide steps on how to make the most of your time without spending too much focus on paraphrasing text to enhance your content.

If your goal is to:

Produce high-quality, engaging, and timely content that drives results for clients
Optimize internal processes and resources to increase agency efficiency and profitability
Provide a comprehensive and data-driven marketing strategy to clients from diverse industries, and
Streamline content creation and management for multiple clients

Then this blog post is for you!

Let’s get started.

The role of paraphrasing in marketing

By now, we all know the basic definition of paraphrasing. It’s the process of rephrasing someone else’s words with the aim of achieving more clarity. While many people think that paraphrasing means switching words for synonyms, it’s far more complex than that. It requires attention to sentence structure, vocabulary changes, and adding your own perspective on the matter. Don’t worry – we’ll explain these in more detail later!

There are many reasons why we paraphrase in marketing:

Reinforcing messages: Referring to reliable sources and their research helps drive your message home. Adding relevant information and data will help add credibility to your content.
Avoiding plagiarism: This is one of the biggest reasons why we practice paraphrasing. In the professional world, plagiarism is met with hefty penalties and fines. If you’re found guilty of infringing on another author or creator’s rights, it could tarnish your reputation and have negative consequences.
Time saving: Rather than spending hours trying to come up with unique content, some marketers speed the process along with paraphrasing.
Simplifying complex ideas: Sometimes, marketing messages or technical details are too complex for the average viewer. Paraphrasing can help simplify these messages, making them more understandable and relatable to consumers.
Updating content: Markets and consumer preferences change continuously. Paraphrasing helps marketers update their content to keep it relevant and in line with current trends or new product features.

Pro tip: Think of paraphrasing as a spice rather than the whole meal. It’s meant to elevate what’s already there, not act as a replacement.

Large scale paraphrasing

For marketing agencies and some independent marketers with multiple clients, paraphrasing is conducted on a much larger scale. It’s part of everyday content creation and requires a lot of time and energy. Trying to handle this process with care and avoiding legal slip-ups is a challenge without the added pressure of split focus.

One of the biggest challenges that agencies face is maintaining the message’s original meaning. If you’re working for a high-tech development company and your job is to introduce the latest technology in a way that grows the existing audience, it’s no easy task. Content needs to be tailored to the audience you’re targeted if it’s going to drive positive results.

Paraphrasing on a larger scale poses many challenges, including:

Quality control: One spelling error or inappropriate word use could dramatically impact a business’s credibility and bounce rate.
Time constraints: When working for multiple clients with unique needs and requirements, it can quickly become overwhelming. In this line of work, “short notice” is rarely an issue in the eyes of a client. It’s a volatile world out here!
SEO consideration: Whether you’re creating original content or paraphrasing from another source, SEO is a crucial part of the process. Without it, your hard work is likely to get lost in a sea of content.
Creativity fatigue: I’m sure for those involved in the content creation process, this point needs little explaining. Generating new ways to express the same ideas without becoming repetitive or dull can lead to creativity fatigue very quickly. This in turn can affect both morale and output quality.
Consistency in voice and branding: Keeping a consistent voice and branding across paraphrased content is difficult, especially when you have multiple clients at the same time. When multiple copywriters or teams are involved, each may have their own writing style, making the process even more difficult.

Introducing ContentBot – The Ultimate Paraphrasing Tool

While ContentBot is known more popularly as one of the best AI content automation tools, its rephrasing capabilities put it on the map as one of the best paraphrasers on the market.

Whether you opt to try the demo account or jump straight into the paid plans, you’ll have access to a wide variety of tools. From content generators to plagiarism detection and SEO indicators, ContentBot offers more than just paraphrasing.

The 2000-word limit allows users to input large pieces of text at once. Checking the new content for plagiarism is quick and simple, with third-party integrations allowing you to send the content wherever you please with just a few clicks. They also indicate the level of variability achieved, with options to regenerate if you’d like another sample. The rewritten text is new and unique while maintaining the intent behind the original content. For marketers who think of paraphrasing as only a part of their overall tasks, ContentBot offers a wheelhouse of tools to help achieve their goals.

Automate your large scale paraphrasing with Flows

Flows is ContentBot’s custom workflow builder that’s recently formed part of their automation features. This new feature allows marketers to completely automate the paraphrasing process down to the minute they’d like to receive the results.

How to set up a paraphrasing workflow:

Define your trigger: Set up a trigger that initiates the paraphrasing process. This could be based on a schedule (e.g., daily, weekly), an event (e.g., when new content is added to a folder), or a manual start.
Input content: Decide how you’ll input the original content that needs paraphrasing. This could involve uploading documents, linking to a cloud storage service, or using an API to pull content from another platform.
Set paraphrasing parameters: Configure the paraphrasing settings according to your needs. You could select the level of paraphrasing, set word limits, choose the desired tone, and specify any keywords that need to be included.
Automate plagiarism checks: If you want to double check the uniqueness of content, you can add a step in the flow to automatically run a plagiarism check on the paraphrased content.
Output settings: Determine where you want the paraphrased content to be sent after it’s processed. Would you prefer to download the content, send it to a specific folder, publish it directly to a CMS, or even email it to team members?
Set up notifications: Configure notifications to alert you or other team members when the paraphrasing process is complete or if there are any issues that need to be addressed.
Test the Flow: Before using the flow in full production, test it with a small batch of content to make sure it works the way you expected. Take care in evaluating the paraphrased content to ensure it meets your standards.
Activate the Flow: Once you’re satisfied with the setup and testing, activate the flow. The system should now automatically paraphrase content according to the parameters and triggers you’ve put in place.
Monitor and optimize: Regularly check the performance of your flows and the quality of the paraphrased content. Make adjustments to settings as necessary to improve results.

Strategies for effective manual paraphrasing at scale

Read to understand

Remember, the main goal of paraphrasing is to convey the same message in a clearer and simpler way. The best way to achieve this is to make sure that you as the rewriter understand the original context. If you understand the meaning, it’ll be easier to explain the concept.

ContentBot’s EXPLAIN IT LIKE A PROFESSOR and EXPLAIN IT TO A CHILD tools are exceptionally useful when trying to relay information to different audiences. Once these prompts have done the heavy lifting, marketers simply need to tweak the content to make sure it’ll resonate with your specific target audience.

Use synonyms and vocabulary variations

As we mentioned before, it’s not enough to replace words with their synonyms (words that have a similar meaning). Relying on this tactic alone might still land you up in trouble when it comes to plagiarism.

To be on the safe side, we recommend pairing synonyms together with vocabulary edits. This is less likely to be picked up by plagiarism detectors and will help you alter text to suit your client’s brand and tone of voice.

Change the sentence structure

This is one of the best strategies for effective plagiarism. Altering the sentence structure can help you create content that’s almost unrecognizable against the original. This also pushes marketers to rely more on their own writing and interpretation capabilities rather than changing the bare minimum to avoid plagiarism.

Add your perspective

If your client has a loyal following and audience, it may be a good idea to add a personal perspective on a subject matter to the content. Controversial marketing and thought-provoking input can go a long way in drawing attention and making an impression. However, remember to tread lightly. Cultural considerations and respect should always form part of the content creation process.

Getting your clients to weigh in on rising matters and hot talking points within their industry is a surefire way to add authenticity to any marketing campaign. It’ll also help guarantee that your content is 100% unique and original.

Repurpose older content

Many marketers make the mistake of thinking that if they created the original content, then reusing it doesn’t classify as plagiarism. Well, that’s unfortunately not the case. Plagiarism detectors still consider copying older content that you’ve created a form of self-plagiarism.

Repurposing older content is not a revolutionary strategy for marketers. People have been doing it for years. The trick comes in where older content needs to be rewritten to make sure it conveys the same message in a new, never-before seen way. While it may seem tedious to rephrase your own words a couple times a year, it’s an effective method for reinforcing your message.

Looking to your older content for inspiration will als help save time and resources that would otherwise be spent searching for new content.

Take away…

Paraphrasing forms an integral part of every industry that uses content from other writers and content creators. The key is to make sure you’re still paying adequate tribute to the original source so as not to impose on their intellectual property.

We’ve mentioned multiple times throughout this blog post how difficult it is to push through mental roadblocks and fluctuations in the flow of creativity. This means no matter how large or small the piece of content is that you paraphrase, you need to credit the source.

Paraphrasing tools are rapidly becoming a vital tool in a marketer’s wheelhouse to achieve high quality content in an ethical and responsible way. Remember, the act of paraphrasing isn’t unethical or illegal. However, the way you conduct it can raise suspicions and trouble if users don’t pay close attention to detail.

Large scale paraphrasing may be challenging for marketing agencies, but with the right paraphrasing tool and effective strategies in place, it’s completely possible.

If you’re not ready to commit to ContentBot as your AI content automation and paraphrasing tool, sign up for a free demo account to give it a test run. You’ll have full access to every feature!

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Lauren Meyer

Lauren is a Content Marketer who values research and providing value for her readers. When she's not working on a blog post or marketing campaign, you'll find her outside with her dogs or curled up with a good book.