Re-purposing Content

by on 20/06/13 at 8:27 pm

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Anyone who creates content on a regular basis understands for just one person the job simply isn’t sustainable indefinitely. At some point, probably sooner than later, original content will not be able to be created in the time it is due. This is precisely why content creators repurpose their work — to get the most out of each piece of original content, and to extend the time before they must create original content once again. It’s one of the easiest and most useful marketing solutions available. Two major benefits of repurposing content, besides convenience, are enhanced retention and SEO optimization. More widely dispersing content causes search engines, for example, to simply display more of one’s content; but by retooling content again and again, in many cases rewording it, the content strengthens, back links increase, and in general quality rises — quality being the essence of good SEO. Furthermore, by rewording your content it hits home with more readers.

Depending on one’s previous experience, there are many methods available for mining old content. For example, bloggers often comb through their previous posts to find the best ideas which can either be promoted or expanded upon. The former is clearly much easier, because other websites — Twitter, Facebook, Pinterest — make promotion easy. For Pinterest, any content involving pictures can be pinned, particularly slideshow presentations which viewers can scroll through. While the actual slideshow is attracting an audience elsewhere, the pins of it attract others who probably would not have seen the original presentation. To increase the usefulness of Pinterest, boil down slideshows to a single meme and also promote it on Facebook and Twitter. Then, if people want to see more of the content, they have the opportunity.

The opposite of this strategy works as well — a small, quality piece of information can be turned into a larger piece: a blog post, a presentation, even a book. Often writers do not arrive at their best ideas until working through a series of lesser ideas; this is, in a nutshell, inspiration. Content which is crafted and content which is born from inspiration require different types of effort and usually sow different results. That one-liner from Twitter or Facebook which seemed merely amusing or topical at the time can later jog a flood of supporting content. Furthermore, expansion upon a small nugget of an idea does not have to be one’s own — looking to others’ work for inspiration is not less inspired, it’s simply practical. In fact, one of the biggest challenges to creating content is simply staying aware at all times for opportunities not yet mined.

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