As the entire marketing world slowly begins to shift from traditional advertising to content marketing, busy managers are probably pulling their hair out of their heads trying to come up with great new content strategies. If you’ve already got a website and some basic pieces in place, you can easily take what you already have and turn it into a full-fledged campaign.
Recycle, Don’t Reuse
You’ve already taken a lot of time and money to create things like blog posts, videos, white papers and more. Don’t let them sit where there are, turn each type of content into something new. This can help improve your exposure, increase search rankings, and even take a little pressure off of you in general. The trick to re-purposing old content is to RECYLE not REUSE. Don’t just break a white paper up into 5 blog posts without re-writing them or coming up with a slightly new angle. If you totally reuse your old content, you will a) get hammered by Google and b) annoy your readers and customers. Let’s examine a few ways you can take what you already have and create a content marketing campaign today.
The Blog Facelift
This is probably the easiest thing to do when it comes to re-purposing old content. Go back through your archives and pull out some of your most popular posts from the previous year. Rewrite them and update them for the new year and post. It’s critical that you rewrite these entirely so that you don’t get slammed with a duplicate content penalty from Google.
The Carpenter Approach
The carpenter approach builds from the ground up. For example, blog posts to white paper to ebook. Start by examining your blog. Sort through your categories and see what themes pop up. Pull out several of your most popular posts and turn them into a white paper. Once the white paper is complete, expand upon it even further by creating an ebook that you can sell.
You can also do this in reverse. Let’s say your company produced an ebook a few years ago that did really well. You can take some of the most useful information from that ebook and turn it into a white paper. Then, further deconstruct by turning that white paper into a couple of blog posts. Update as needed and even tell your audience that the content is based on and is an extension of that original, popular ebook. You can even provide links in your new content to the book, perhaps jolting a few extra sales/downloads.
By now you should know that if you produce a video, you must include a transcription in order to get the most SEO benefits from that video. But you can also take that transcript and re-purpose it into a blog post, white paper, infographic, or podcast. You can also do this in reverse. You can take written content and turn them into video or audio in a variety of ways.
Infographics are all the rage these days. Do you have information that you previously shared in a blog or white paper that was data-heavy? Is it important information that may have simply been too much for readers? Turn it into an infographic. These pieces are easily shared and easy for visitors to digest.
If you find yourself stuck when it comes to content development, look at what you already have in place and decide how you can recycle that content to make it shiny and new for your audience. It will help you attract new visitors, help you retain your current visitors, and may even get your boss off your back at work.
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