Author Derek Slater has just released a quick read for content marketers — the Content Marketing Recycling & Reuse miniguide. Based on two of the most well-received chapters in Online Content Marketing In 30 Minutes, the miniguide expands the topic into a strategic approach to content reuse, and a solid package of practical tips for leveraging recycled and repurposed content.
Content Marketing: Recycling & Reuse is also filled with examples that will inspire you. One of my favorites is the downloadable PDF from the Harvard Business Review that consists of old chapters from the journal, one of which was originally published on paper in the mid-1970s!
As Slater points out in the miniguide, these old articles are still evergreen and are not only delivering value for readers, but also for the Harvard Business Review, which charges $24 for the collection.
Introduction: Why Recycling & Reuse Is So Important
Context: The Secret to Reusable Marketing Content
Context And Content Shelf-Life
Content Recycling Vs. Google Penalties
8 Ways To Recycle Content
Bonus: 9 Killer Headlines
Content Marketing: Recycling & Reuse is aimed at anyone who is responsible for website content, e-commerce, social engagement, or lead-generation — that is, bloggers, journalists, editors, e-commerce managers, inbound marketers, social media managers, and SEO specialists.
If you use Google’s Blogger service and want to keep track of the visitors to your site, StatCounter is a great option. This short video shows how install the StatCounter script on Blogger. It can also be used for other blogging platforms or Web pages for which you have access to add HTML to the site.
Once StatCounter is installed, it lets you see the following data:
Daily visits to your site
Pages seen by each visitor
Duration of visits
Most popular pages
How visitors found your site: Keywords/other websites
The ISPs used by your visitors, even those located in foreign countries
Browser versions and screen resolutions
Exit pages and exit links
This data can be used to audit the performance of website content, as described in Chapter 2 of Derek Slater’s Online Content Marketing In 30 Minutes (for more information, see what’s inside the book and purchase options).
The following post is an excerpt from Chapter 6 of Online Content Marketing In 30 Minutes by Derek Slater.
A great idea should never die.
One of the big criticisms of blog-based sites is that today’s post, however good it is, sinks lower and lower on the page under the gravitational force of each subsequent post. Once it’s off the front page, it’s hard for readers to discover it again.
For some types of content, that’s appropriate. Nobody wants to re-read old news, for example.
But if you do a good job of capturing context, as mentioned in the preceding section, there’s a good chance that your content will deserve a longer shelf life.
Articles about products age quickly, because products change. However, there are aspects of your audience’s life and/or work that don’t change very quickly at all. Businesspeople have to go to a lot of meetings. They have to cost-justify purchases in order to purchase them. They have to persuade co-workers to do things they don’t like to do. They have to deal with bosses and subordinates. Articles that address these contextual issues are of high value and tend to be relatively evergreen, meaning they remain current and useful for a long time.
So the ideas in those articles will continue to provide your audience with value, if you can find ways to resurface, reuse and recycle the ideas.