Written by Market My Market’s content team with contributions from Isabel Finazzo and Anastasiya Raynor
Fresh ideas are the lifeblood of good content. But that can be tricky when writing about topics that pop up time and time again, like dental implants, car accidents, or estate planning. But repetition doesn’t have to mean redundancy. With the right approach, each piece can highlight something new and valuable.
That’s where Market My Market comes in. Our writers know how to take a common subject and shape it into content that feels uniquely tailored to the client. By pulling in their brand personality, focusing on their services, and understanding the needs of their local audience, we ensure no two blogs or pages read the same.
Isabel Finazzo — Writing Lead
When I’m writing content for our clients, one of the biggest challenges I face is keeping topics fresh when multiple projects require blogs or service pages around similar themes. It’s easy to fall into the trap of repeating the same phrasing or examples, but I’ve learned that subtle changes make a huge difference. I start by digging into each client’s brand voice and audience expectations. Even if two blogs cover the same service, I can frame one around thought leadership and the other around practical “how-to” guidance, for example. By tailoring the tone and angle, the content feels distinct and authentic rather than copied and pasted.
Another approach I use is researching supporting details specific to each client’s geographic location, audience pain points, or service history. This gives me a bank of original references I can lean on to differentiate content. I also try to vary structural elements. This often includes using FAQs in one blog, storytelling in another, or breaking a page into scannable lists. These small creative shifts help the content stand apart, even when the subject matter overlaps. Ultimately, I see avoiding repetition as part of my responsibility to both the client and the reader, keeping content engaging, valuable, and genuinely worth their time.
Anastasiya Raynor — Content Strategy Lead
One of the trickiest aspects of writing content for industries like legal, dental, or veterinary services is that many topics overlap. For example, multiple practice areas might involve “personal injury,” dental blogs might all revolve around “teeth whitening” or “dental implants,” and veterinary services often cover “pet wellness visits” and “vaccinations.” If I’m not careful, those pages can start sounding repetitive.
To avoid that, I always look for the unique angle within each service. In the legal space, I might focus on the nuances between car accidents and slip-and-fall cases, highlighting differences in client concerns, processes, and outcomes. For dental, I’ll emphasize the difference between cosmetic and restorative treatments; not just describing what they are, but also who benefits most from each. And when writing for veterinarians, I can spotlight how preventive care varies between cats, dogs, and exotic pets, giving each topic its own depth.
Keyword research plays a big role, too. Even when two topics seem identical, the search intent can vary. Someone looking up “emergency dental care” is coming in with very different needs than someone searching for “cosmetic dentistry options,” even if both pages discuss treatments offered at the same clinic. By aligning content to those differences, I ensure every page feels fresh and purposeful.
At the end of the day, my goal is to respect the reader’s time and attention. If someone is exploring multiple services on a website—whether they’re considering a new attorney, dentist, or vet—they should walk away with new, relevant insights each time, not feel like they’ve been stuck reading variations of the same article.
Partner with Market My Market for Content That Stands OutRetry
If your firm, practice, or clinic is publishing blogs and service pages that all start to sound the same, it’s time for a fresh approach. At Market My Market, we know how to take repeat topics and transform them into content that’s unique, engaging, and tailored to your audience.
Let’s make your content work harder for you without ever feeling repetitive. Get in touch with us today to start building content that keeps readers coming back.