Creating content that’s compelling for your audience came seem like a daunting task. Depending how often you publish, coming up with new content can seem like a challenge. You’ve probably seen similar stories before, telling you that it’s ok to reuse older content. It’s perfectly ok to take stuff you’ve done before, pull it out of mothballs, dust it off, and package and present it in a new way.
Also, you’ve no doubt seen content by other publishers that may spark your creative juices. Imitation is the sincerest form of flattery. I’m not saying to steal their content, but you can take the underlying idea and expand on it. Maybe they’ve listed the “Top 5 Marketing Trends for 2014” in their post. You could rework that idea and create a “20 Marketing Trends for 2014” list. Maybe you’ve discussed a widget your company sells in a couple of different ways. What about creating customer testimonials that revolve around that product? Maybe you offer a service and you’ve exhausted all of the benefits of the service, but now you can really go into detail about the value you offer and how your service is different from competitors.
By expanding on existing topics, it helps with your organic SEO as search engines love longer form content. If search engines were going to rank content based on a “Top 5” list vs. a “Top 20” list, which piece of content do you think would rank higher? In addition, expanding on existing topics shows that you’re an expert in your particular niche. While longer form content takes more effort to write, it definitely will give you more mileage.
With the new year in full swing, it’s ok to make a resolution to work smarter and not harder. If you have pieces of content that would really shine if given some TLC, why not take the time to make them sing? You may find a hidden gem that won’t require too much of your time to rework and present in a new way.
So what say you? Have any ideas on repurposing you’d like to share? Let’s discuss in the comments!