Monday, December 14, 2009

Great Web Content is Repurposed

Here's #4 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.

Hallmark of Great Web Content #4:
Great Web content is should be repurposed.

Copyblogger's recent post, "How to Do Less and Get More," applies to web content and marketing in general. Marketers who frequently rework and rewrite their message might believe they are "keeping it fresh," but they are muddying the waters.

Just because you put something “out there” once doesn’t mean that the target audience saw it, so you need to keep pushing out the same messages—with new twists and fresh formats.

The Internet is perfect for repurposing content. Take a white paper, for example. (Take this white paper, specifically.) You can turn it into several shorter articles. Then, perhaps using an interview format, turn each article into a podcast. Make a video of podcast interviews and distribute it on YouTube.

Get ideas for email subject lines from bullet points and subheads in brochures, case histories and webinar presentations. Issue press releases on new white papers and webinars. Include an image of the paper’s cover so that search engines will index it, too.

These are just a few ways of repurposing content. Go through your “inventory” of content, and you’ll think of many more.

For more hallmarks of great web content, read the white paper.

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