Small Business Marketing: How Can you Recycle your Content?
One of the biggest challenges stopping small business owners from creating fresh content is time. Many feel that, were there more hours in the day, they would develop a more thorough content strategy that would include more regularly updated material. While there are things that small business owners can do to find some time to work on their content, they don’t always need to post something new in order to stay active. Recycling content in a positive way is actually a good thing, and these tips can help you to direct your resources towards this end in a constructive way.
Only recycle quality content. If you are going to give a piece of content a repeat performance, make sure that it is something that stands a chance of getting more recognition and attention the second time around as opposed to a piece you put out that flopped. Sending out poor quality content as a placeholder is not a better strategy that simply waiting to post something that is of a higher standard, as in order to build up a following, you need to ensure that your content has the potential to attract real positive attention. In fact, the hindsight benefit of posting content a second time around allows you to cherry pick the pieces you’ve created with the highest amount of response. Posting something a second time can allow you to experiment with variables including the time you post and how it relates to engagement, so play around with this and gather as many insights as you can.
Say something new about it. When you re-post an older piece of content, you have the opportunity to say something new about it, potentially relating it to something timely in the news or a trend within your industry that has become bigger since your original post. Readers are generally alright with revisiting older content provided that it is in some way still relevant to them and their interests. For this reason, try to say something that sheds a deeper level of insight on your re-post.
Wait till the moment is right. Don’t post an article and then send it out the very next day for round two. Wait for your feeds to be flushed out by fresh content before you attempt to revisit an older post, and when you do recycle, try and separate it with buffers of new content. This will reduce the amount of attention that you draw to the fact that you are recycling. If it is the case the you are intentionally re-posting, then by all means, clarify the reason you are and then re-post, but this is best used somewhat sparingly.
Create a reserve. As a page ages, it tends to become more favorably weighted in the eyes of search engines. The same is true for pages that has a lot of social activity around them. When you create a piece that you get a lot of positive response to, you should consider taking that piece and adding it to a “content bank” that you can keep handy. This content bank will be there for you to dip into when you don’t have the time to create a new post, and can help you out in a pinch by saving you the time it would take to review all that you have done. By recycling these winning pieces of content, you will be doing yourself a favor as well, since each new round of sharing and positive attention associated with a piece contributes to its SEO weight.
Photo Credit to Timothy Takemoto on Flickr