What content do you have lying around?Repurpose, Repurpose, Repurpose.
There’s a long-standing phrase in the real estate industry:
The three most important words? Location, Location, Location.
Upshot: bad house, great block better than great house, bad block. Or, near the good schools better than far away. Or…
In advertising, back in the day we’d hear that the three most important words were:
Repetition, Repetition, Repetition.
The Three Most Important Words in New Media Marketing?
Repurpose, Repurpose, Repurpose.
Content is King. Content you already have on the shelf? The King’s Court. Or a whole bunch of Princes.
Where’s that paper you wrote two years ago? You know, the one you thought would be a good white paper but you weren’t able to do anything with? Should you look it over, see what’s there, share it with your world?
Repurpose, Repurpose, Repurpose.
That video you did six months ago? The one that was clever, showed your ability to position yourself as a thought leader, led to a few more page views, maybe a couple new contacts?
Repurpose, Repurpose, Repurpose.
An important thing to realize: it might be new to your audience. It could be old and stale to you, but that’s just because you have seen it a dozen times.
We used to do this as fledgling sportscasters, back in the day. You have to give the same score update every hour for three straight hours in what, for a college student, is a crazy early time of the day. (6 a.m.?) But the people who wake up at 7 and 8 have no clue what happened, and they want you to tell them – and have energy when you do so.
The challenge was to breathe new life into the old story – which can’t be done if you just have a “blow the dust off the old stuff” mentality. So you learned to do that pretty quickly, or you found yourself lower down in the pecking order of fledgling sportscasters.
We are NOT talking about lame “article spinning” programs. Quite the contrary.
Google changes their algorithm all the time, so it’s highly possible that the article spinning program you bought last month will be rendered useless this month.
What we are talking about is either doing more writing yourself to refresh your content, or finding folks you like working with who can write and re-write for you.
In any event, find stuff you have that’s good, and share it again. We’d LOVE to read it.
