Tune in as content creation experts, and co-hosts, Lauren Maranda and Grace Clark spill industry “pro tips” and provide insight on how control system integrators can get the most mileage out of content they already have. Check out a summary of their conversation or listen to the full podcast episode below!
How to Reduce, Reuse, and Recycle to Create Content
As explained in several previous blogs, producing consistent and relevant digital content is imperative to helping a company grow and succeed. Content creation is intimidating for many businesses, not just system integrators! It can be time-consuming and might seem like it requires resources that are out of reach. If you are searching for a simple strategy to help tackle content creation, look no further than your own archives, as we show you how you can reduce, reuse, and recycle your existing resources to create “new” keyword-rich digital content.
In this case, we’re not talking about recycling plastic and paper. We’re discussing a proven strategy that will not only help integrators stop spinning their wheels to think of campaign ideas but will actually provide a road map for creating future content, while simultaneously refreshing content that already exists. You don’t have to be a media genius with a recording studio and videography team to create great content!
Reduce Your Efforts
Half the battle is getting organized. Lay out what you currently have on hand. Most integrators will have case studies of previous projects, whether old or new. This is a great place to start. Create a list of pieces that would benefit from a brief update in terms of technology or application. Knowing what you have will help you identify what you need, and where to focus your efforts when planning content for the months ahead.
Another way to reduce efforts through organization is to utilize a content calendar. The ability to see each week will provide a visual reference that will help cultivate a consistent variety of content on a predictable schedule.
Reuse Existing Content
Reusing content sounds like it’s cheating the system, but it’s actually a great way to keep your content top of mind. Reusing content can be done in multiple ways. From posting key facts from a case study on social media to breaking an older video up into shorter excerpts, or even discussing a blog post topic with a colleague on a podcast, we want to extend the lifespan of each piece by offering it up to our audiences in different formats and on different platforms.
“Keep your content working for you,” explained Lauren Maranda, creative manager. “It doesn’t have to expire. Periodically go back and look at what you have already written and see what you can update. With technology advancing at light speed, there are almost always new insights that can be added. As your content library grows, linking newer articles with some of those older items can help your SEO efforts. That’s really the bottom line.”
The key to reusing content is to make minor changes that breathe new life into aging articles. If you’re reusing an old case study for example, make sure the branding is consistent with your current style, and the document appears professional and easy to read. Simply adding a logo and a proper footer with your contact information can revive older content, while also strengthening your overall brand image and recognition. Grab your reader’s attention from the first glance, and let the integrity of your content keep them engaged!
Recycling Content Into Something New
Recycling content is all about transformation: taking one thing and turning it into something brand new.
Take an old case study and summarize it to turn it into a blog article or interview the lead engineer from the project and publish the transcript as an expert interview. Pro tip: once your “new” content goes live on your blog, be sure to link back to the original piece. Interlinking keyword-rich content is fantastic for SEO.
“A great example of recycling content that our clients have seen positive results from is the conversion of something like a webinar into an eBook, whitepaper, or even a YouTube mini-series. Planning and executing a webinar takes a ton of research, time, and energy,” stated Grace. “Presenting that same information in a new format offers a much higher rate of longevity for the content as well as additional opportunities for the audience to engage. It’s a win-win situation.”
Still Not Convinced?
Regardless of the strategy you take, the most important aspects of content creation are establishing thought leadership through providing educational resources and publishing keyword-rich information on a consistent schedule. In other words, lose the sales pitch! If the prospect of creating content still feels overwhelming, please reach out! We’d love to chat about how we can help get you started.
For more on this strategy, listen to the full conversation on Spotify at The Rivergate Marketing Podcast, episode four, co-hosted by Creative Manager, Lauren Maranda and Digital Marketing Manager, Grace Clark.
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