SEO

Recycling Gives Your Content Marketing Efforts Legs

It’s no secret that content is the reigning king of SEO. Well-written, informative and useful content is going to bring a lot of more value to the reader, as well as the company who wrote it. Good content has legs and a life of its own. Articles can rank in the search engines, Facebook posts get shared across the social networking community, blog posts get referenced by other writers and more. In short, good content keeps providing value long after it has been published.

One of the biggest challenges companies face when creating content is simply finding the time to sit down and write. Really well-researched and well-written articles don’t get pulled together in a few minutes. Since a content marketing campaign requires consistent creation of quality content, many writers begin to feel overwhelmed. As time goes on they run out of ideas, get writer’s block or just don’t have the time to produce good content. Yet the deadline remains the same, so they slap something together and call it a day.

The Google Panda update showed us that low-quality and mediocre content isn’t going to cut it anymore. So writers have to be producing quality, engaging and relevant content at all times. This may seem intimidating, but it doesn’t have to be. Companies should invest the time in creating a few really solid pieces of content and then recycling them across several platforms to get the most out of that piece of content. It has to be said that content recycling is the not the same as content spinning. Content recycling still involves creating unique content, but it’s more like a wheel spoke process. The original piece of content provides the center of reference for everything else created. It is not submitting the exact same thing over and over.

For instance, let’s say a software development company launches a new product. Obviously that new product is going to need its own page on the company website. That page is full of well-written content that describes the product and its benefits to the end user. Using some of that information, the company drafts an online press release announcing the release of their new software. They use the same keywords and a few key phrases from the webpage as anchor text to provide one-way links back to the product page.

Next, the company writes a short post for their company blog announcing the new product, discussing the development process and why they decided to create it. Again, they pull from the product page for important highlights. It’s possible that blog post gets read by a consumer blogger who focuses on the software industry, so he writes a post for his blog about the new product. That promotional blog post links back to the company blog and the product page.

The day after the press release goes live, the company sends out a solo e-mail blast to their customers. Not only do they announce the release of the new product, they also offer a 10% discount for customers should they want to upgrade to the new software. The email focuses on how the new software fixes issues that the competitor’s software doesn’t. That solo email includes share buttons so recipients can post it to social networking sites like Facebook, Twitter and LinkedIn. Meanwhile, the company has written up appropriately targeted posts for all of their social networking profiles to announce the new software. While these descriptions might vary in length and detail, the message stays consistent.

To help potential customers better understand how the new software works, the company decided to produce a short demonstration video. That video is posted to the company website, as well as video sharing sites like YouTube. At the end of the video, viewers are encouraged to visit the site to download a trial version of the software. After the product has been released, the company develops a whitepaper on a specific issue of their industry and how their company worked to remedy those issues with this product.

With all the pieces of content that were created; product page, press releases, blog post, video, social media content, white papers, etc, the information was all pulled from that original piece of content. While the surrounding information and delivery method may have changed, all the content kept the same core pieces of information. This software product provides X benefits for X users, that message never wavered regardless of how the content was presented. That is the key to recycling your content and transitioning it to other platforms. Taking the same message and tailoring it with each new content format allows the information to be presented in a slightly different way and targets a different audience. It helps cast a wider net for potential customers because the message is being spread across several platforms.

 Recycling Gives Your Content Marketing Efforts Legs
Nick Stamoulis is the President of Brick Marketing, a full service Boston SEO firm. With nearly 13 years of experience in the Internet Marketing industry, Nick Stamoulis shares his B2B SEO knowledge by contributing to the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by over 160,000 opt-in subscribers.
 Recycling Gives Your Content Marketing Efforts Legs
 Recycling Gives Your Content Marketing Efforts Legs
 Recycling Gives Your Content Marketing Efforts Legs

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8 thoughts on “Recycling Gives Your Content Marketing Efforts Legs

  1. Well, I am seriously sad as I am right now at the middle of
    writing on the same topic, mine was how to get the most out of your one original
    piece of content… recycling is very important not only because writer or
    content creator can run out of ideas but because there are different nature of
    people accurse the web some like to read news, others might go for blog post
    and some like to see the new content on youtube or slide share… so in order to
    get more links and target the greater no. of audience one should consider recycling
    the content… it never means to dumb the same content as it is on different platforms
    but at least not every time you have to come up with new idea!

    Although, you made me stop writing but it was surly a great
    and informative piece of content.

    1. Indeed, this post does a good job! But Moosa Hemani, that does not mean you should stop writing! Maybe write an article *related* in the same way this talks about? And point folks to this, too. That way you contribute as well as share this existing content. At least, I am guessing you’ve got other information inside of you, from your perspective, with examples from your life, or even just why you agree.

      blessings,
      Cynthia

  2. I don’t even think that you have to look at recycling as something that is considered negative.  If you weren’t looking for SEO or links, and you were only trying to build great content that actually produced targeted traffic and educated the prospects…. you need to write it differently anyway.  A blog environment is way different than a press release.  A product page needs a different feel than social media comments and messages.  Write each piece within the context and it’s a natural recycling process.

  3. Hi Nick — I like the idea of recycling content, not only does it help in times of tortuous writer’s block, it is also a great of integrating many different marketing methods – blog posting, email marketing, viral video, etc.

    Thanks for sharing!

  4. Content is king and Google loves the truth – but what if your product is very focused and specialised? If your website is for truck tyre manufacturers or contact lens solution transporting companies or space shuttle spare parts – how do you get Search Engines to ‘show some love’ without classifying you as boring and irrelevant?

  5. I’d like to know your views on Dave Gerecht’s question. Some products can so highly niche that it’s difficult enough to have a detailed main content. Recycling it will almost be like spinning it.