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Core concept · Content Strategy
Definition
Information gain is the degree to which a piece of content adds new, verifiable, or unique information beyond what is already available on competing pages covering the same topic. Content with high information gain says something that other sources do not.
Why It Matters for AI Search
AI systems trained on large corpora have been exposed to a significant portion of web content. Content that paraphrases existing knowledge adds nothing new to the model’s understanding and gives it no reason to cite the source specifically. Original research, proprietary data, first-hand experience, and unique practitioner perspective are the most reliable drivers of information gain — and therefore citation. The question to ask before publishing any piece of content is: what does this say that nothing else says?
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