For anyone who knows anything about Google and how it works, the golden rule has always been ‘Never post duplicate content’. After all, since its most recent algorithm update, Google places immense emphasis on posting content that is high quality, relevant and interesting to read and, in the process, penalising websites that are not doing this. However, there is a massive difference between posting duplicate content and repurposing / re-using your already-existing content. For example, simply re-posting an old blog post onto the same platform is pretty pointless and will definitely not do anything positive in terms of your standing with Google. However, transforming a formal press release into a few casual, engaging blogs will do wonders in terms of reaching a broader audience and leaving a bigger impression.
Why re-use content?
Ever heard the saying ‘less is more’? Well, this saying definitely applies to the world of content marketing. Re-purposing content means that you are able to create less and yet still extend your online reach and presence further. It is a practice that allows you to diversify your target audience and connect with different groups of people and personality types in general.
By re-purposing your content, you will also enjoy a level of consistency in terms of the information provided and the distinct message that is put across. While the structure of each content piece will be altered and the target market changed, the inherent message will remain the same and the effects of your content marketing strategy will, therefore, be amplified.
How to re-purpose content
When re-using or re-purposing your content, you need to consider three very important factors:
- Where you are you going to post or distribute this content?
- How are you going to format the content linguistically in terms of the tone and language used?
- Who are you hoping to target and engage with when posting this content?
The key to successfully re-purposing content, and avoiding posting duplicate content, lies in th ability to change the innate purpose or function of the piece in question. For example, a press release is written with its function being to inform the reader. A blog or a social media post, on the other hand, is written with the intention of engaging an audience. By simply changing the overall function of the piece of content, you will also intrinsically change its structure, linguistic elements and, obviously, where and how it will be published.
It is important for every content marketer to view each piece of content as an integral part of a much bigger system in which every aspect is inter-linked in some way and is also mutually supportive. A blog post or article should never be seen as a separate entity or as something that stands alone. The ideas that stem from each piece of content within the system should merge with, complement and give birth to new ideas that will be found in future pieces of content, eventually forming a rich, informative content ‘web’ that supports, moulds and communicates the core aim and message of your business. In doing this, not only will you save time and money, but you will also be able to communicate more effectively with your audience, dramatically increasing the potential of your online marketing efforts and the results they will ultimately yield.
Find a balance between creating fresh, new and exciting content and re-purposing your already-existing content in a fresh, new and exciting way and you will be sure to go above and beyond any previous expectations that you might have had regarding your online marketing strategy and goals.