Repurposing Content Tip: A Lesson in Clip Shows from Family Ties
Remember when Michael J. Fox became a huge movie star, but Family Ties was only a few episodes short of syndication, so they made like 6 clip shows in one season? Sometimes it can be fun to revisit things we've already seen before! Often times, it can also be extremely valuable to make sure your content stays in rotation for years to come.
Most people view Labor Day as the unofficial end of summer, where everything starts new again: new school year, new sports seasons, new marketing initiatives, new TV series, etc. But there is still a tremendous amount of value in our old content, which is why I've pulled a few of my favorite blog and video pieces from over the summer that you may have missed.
Before we get to those posts, I wanted to share a few thoughts on why recirculating content is a great content marketing strategy:
Increases value with minimal increase in time or cost
Content creation is a time intensive process. If your content follows typical patterns, it spikes in audience interaction during the first few hours of promotion, and eventually settles to a slow, steady amount of organic traffic over time. By giving a piece of content some additional attention, you further its shelf life and temporarily revive its popularity, making that pieces analytics look more like a living pulse and less like the final flat line.
Extra social media promotion creates more value to search engines
This past month has seen a huge debate about whether or not interactions on Google+ are a cause of better search rankings, or merely a correlation, but nobody disputes that search engines reward social media links to a piece of content. By recirculating a particularly strong piece of content, you will inevitably build more social media links and a strong search engine presence.
Allows you to highlight different values
When promoting content for the first time, much of the attention is often spent simply announcing that something new is available. By giving high quality pieces a second lap around the track, spectators can view it in a different light. Adding additional comments or updates to the ideas are good ways of helping to guide your site visitors through this process.
As any Family Ties fan can tell you, the show wasn't just good at reusing content as clip shows, but also at reusing jokes within the show. No matter how many times we might hear Nick say, "Yo", it never grew old because he says it from the heart.
Without further ado, here are a few of my favorite pieces of Volacci content that you may have missed saying "Yo" over the summer:
- Data Driven Marketing is the Future of B2C and B2B Digital Marketing by Chris Gaffney
- Social Media and Lead Generation: Know Your Measurements by Leigh Carver
- Drip Marketing Campaigns vs Lead Nurturing Campaigns by Erik Wagner
- The How and Why of Content Marketing Metrics by Katie Thomas
- [Video] User Intent in Organic Search: Where Content Meets User Experience by Mitch Holt
- Reduce, Reuse, Repurpose Content by Lucy Weinmeister, and finally,
Content Marketing Then & Now: A Southwest Airlines Case Study by Chris Gaffney