iframe>
What is old can always come back new and that includes your content.
Here's what you need to know about how to properly rearrange content.
Main attractions
- Repositioning is great for both your profits and the visibility of your content.
- Penalties for content repositioning are extremely rare, so there's no need to worry about duplicate content.
- Focus on adding value and/or changing the format when repositioning old content and your audience won't get bored.
[embed]https://www.youtube.com/watch?v=9W8sW2Hx40M[/embed]
Whoever said, "You can't teach an old dog a new trick," never repeated their content. So let's talk about how content repositioning is one of the greatest content creation approaches we can almost guarantee you're not doing enough today.
Benefits of changing content
Alter content is an approach that takes existing, published content, refreshes it, remixes it, and puts a whole new spin on it to create entirely new content. and great difference. I'm a big changer for two main reasons:
1. Maximize your content investments.
Contrary to popular belief, content is not free. In fact, it's actually quite expensive to create. It takes a lot of time and costs a lot of money, and these are things that not every marketing department or brand has a surplus. A complete change of content can help maximize the existing investments we have made.
2. Refresh existing content.
You, like most brands, have probably created a mountain of content. When we just focus on creating new content, we keep adding to that mountain. And that means old content, even if it's really good, won't be seen by users because it's buried under all that new content. Changing content can really take away a lot of that great, old content and give it a breath of fresh air (and some much-needed visibility).
Content
When it comes to reorganizing content, there are a few myths that need to be cleared up. Just know that the big takeaway here is that content repositioning is one of the absolute best things you can do for your budget, content calendar, and most importantly, your audience.
Legend #1: You will be penalized for duplicate content.
Obviously, we don't want to be penalized by search engines or even cause frustration for users due to duplicate content. But, remember, repositioning isn't copying, and it's certainly not a copy-and-paste approach. Instead, it's a remix and refresh approach.
When you remix and refresh your content , you're taking a blank sheet of paper and turning it into a series of blog posts, or taking a blog post and turning it into an infographic. You're not copying and pasting — you're offering something new and different. That means search engines and users won't actually see it as the same content.
In addition, you will have to reuse an extremely large amount of content, and it is also considered malicious to copy such content. Again, that's not what we're doing here.
Repeating myth #2: You can't reuse other people's content.
This is simply not true. Sometimes the best content on a particular topic we want to write about will come from other people, and that's okay. If someone has created a framework or published a blog or has an infographic where you have feedback or you can provide your own opinion, by all means you should use that content. and give your opinion on it. But before you do, there are some rules you must follow:
- Request permission: If you're repositioning someone else's work, such as building a blog post around their framework or using their photo in a whitepaper, you absolutely want to ask permission and let them know what you're going to do. with their content before you reuse it.
- Provide credit when credit is due: Always, all the time, without exception. Make sure you credit the public in the final published work and link to the original source content. It's the right thing to do because paying homage is great, but stealing isn't.
Myth #3: Your audience will get bored.
Again, repositioning content is not copying and pasting. If you publish and post the same content on every channel, over and over, your audience will get bored. However, as we said before, if you take an infographic and you turn it into social media teasers or if you take a white paper and turn it into a series of blog posts , it will be new and different. And as long as you're adding value and you provide a reason for the reader to re-read that content, you'll be fine. Also, focus on other channels. You don't need to keep republishing on the same channel where the original content was published.
How to reuse content
There are several approaches you can take to repositioning content, which we've outlined below. But just know that there is no one-size-fits-all approach to repositioning. It really depends on what the existing content looks like, its format, how outdated it is, and your goals for repositioning. Once you've identified that, it's a lot easier to reuse content and see its impact on your content, your goals, and your audience.
Get started in the content planning stages: As Amy Woods, Founder of 10x Content, said on Podcasts Social Pros , “Don't think twice about changing the content. Create content with reorientation in mind. “Trust us, planning ahead makes reuse a lot easier.
Use the 1:8 rule to perfect your content: At Convince & Convert, we love atomized content , are repositioning the content. We use the 1:8 rule, which means that for each large piece of content we create, we should be able to get at least 8 smaller pieces of content from it. So use Our 2019 Best Sites in America's Top Universities Report . It's a large piece of content, which means we can do at least eight smaller pieces of content, such as:
- Webinar to review the findings and criteria
- Socially formatted infographics of top 3 universities
- Instagram + Facebook stories reveal top 5
- A blog post summary of the criteria we used, along with a link to download
- Blog post on how to conduct a site test like the one we conducted
- Social citation cards of key excerpts from the report
- Blog post summarizing findings and highlights
- Downloadable report graphics and charts for reuse by others.
Update existing content: Maybe you have some of your biggest hits that are still driving traffic, but some links or examples are really out of date. In that case, just refresh your content a bit and republish. Oh, and remember to add some new content updates while you're there, even if it's just an extra insight, updated statistics, or additional examples. That way, you can attract audiences who may have watched it again. That's really what we did with this post and what we do with a lot of C&C stuff, because references and links can get outdated pretty quickly, depending on the topic.
Just like Doc Martens, vinyl records and acid-wash jeans, what's old can always be new again and that includes our content.
Want an idea of the different ways you can reuse your content? View list of Jay Baer ways and places to perfect your content . Or maybe you need some content inspiration altogether? Then you need our blog on 16 Techniques to Power Your Content Creation .
Post a Comment
Post a Comment