Dan Goldstein is the president of Page 1 Solutions, a website marketing company that handles digital marketing for attorneys, cosmetic surgeons, dentists and ophthalmologists. Page 1’s services include website design and development, content marketing, SEO, social media management, paid search and display advertising, video marketing and more.
Ongoing content creation is arguably one of the most important aspects of a successful online marketing strategy. It is also key to promoting corporate events. Original and informative content helps build your website’s authority in the eyes of Google, provides value to your visitors and drives leads and product purchases. But it does take time.
What happens when you’ve exhausted everything you can say about a specific topic or product? What do you do when you want to promote the same event this year that you have promoted for the last three years?
Reposting the same blog you posted last year is redundant. Your customers won’t find it as interesting as they did before and Google doesn’t like duplicate content anyway.
You are busy and time is your most precious resource. So how do you take advantage of content that performed well last year without duplication or creating website bloat?
The good news is, you don’t have to reinvent the wheel.
The first thing you should do is study your Google Analytics data. Look for your top performing content. What blog posts or articles performed the best over the last few years? Look at time on page and bounce rates for starters. Also, the number of page views is a key indicator.
If last year’s blog post promoting a specific event performed well, obviously, your customers found value in it. The question to ask is: What are some creative ways to capitalize on the content that you know your customers liked?
When you find a creative way to repurpose content you previously published, it will save you time and give your audience something fun and fresh to consume. This is especially helpful if you are struggling to come up with yet another new way to talk about the same event you promoted last year and the year before.
If a specific blog post worked well last year, you might consider rewriting that post and inserting some new graphics – perhaps photos from last year’s event. But don’t stop there.
If you shot video of last year’s event, consider editing it to turn it into a promotional piece and posting it on YouTube. Testimonials from organizers and attendees can be extremely powerful as well. From there, you can embed the video into an updated blog post along with the photos from last year’s event. You can also simply promote the video to your target audience on Facebook or YouTube.
There are many ways to repurpose and recycle content. In addition to video, a few ideas include:
The ways to repurpose high value content are limited only by your creativity and imagination. The more you do this, the better you will get at it. Most important, if you start with content that you already know your target audience appreciates, your efforts will translate into maximum value with minimum effort. You will save time by reusing what you know is already working.
Don’t consider this a one-time tactic. Whether it is to promote an event or just part of your ongoing content marketing strategy, save time and enhance the value to your audience by repurposing content that you know will work. This strategy allows you to keep important topics in front of your audience and reduces your need to research and develop new ideas from the ground up.
November is sustainability month for us at CEN, but we'll continue to bring you news and information on sustainable event practices throughout the year. As you'll see from this post, sustainability can be applied in more ways than you might think!
