by Emanuele Villa - July 26, 2023
To create successful content, you don't have to start from a blank sheet of paper;
The two pillars of content recycling are content strategy and content modularity;
Today, also thanks to technology, it is possible to create multi-format content.
The success of a content is determined by several factors. First of all, by the level of depth, which is essential to attract the attention of the target audience; furthermore, the content must be updated and distributed on the appropriate channels, i.e. those that most easily reach the buyer persona .
Typically, creating quality content means starting from scratch: an initial idea, in-depth research, possible interviews, drafting, editing, and finally publishing. However, there are situations where it is not necessary to start from a blank page , but it may be appropriate to reuse, with appropriate precautions, existing content. This is where the relationship between content marketing and recycling comes into play.
Content Marketing and Recycling: Updating and Republishing
The simplest and most common case, which we deal with frequently, is the brazil telegram Users mobile Phone Number listupdating of already published content. Whatever the topic, new research, market data, new perspectives or different ways to solve the pains that the content refers to always emerge. In this case, updating is a mandatory step to ensure that the content overcomes the challenges of time.
The questions that arise are essentially two: speaking of textual content, which articles should be updated? And how should we do it so as not to lose organic positioning, but at most to improve it?
Given that the exact science lies elsewhere, an SEO survey could be done to understand which of the articles positioned best on specific keywords (and therefore likely to be read more) actually need a content restyling, and then carry it out without influencing the results already obtained. I believe it is very dangerous, for example, to modify an H1 title if it is not strictly necessary, or to eliminate or reduce information corresponding to the search intent only because it is "outdated" . If anything, once the intent has been discovered, the piece needs to be strengthened and updated.
In this way, it is possible to adopt a preventive approach and avoid that competitors ' contents , perhaps more recent, can somehow overtake us in the rankings. Another modus operandi, this time reactive, consists in verifying which contents have actually been penalized by the search engine in the last period, so as to enrich them (not simply "lengthen" them) with valuable information and likely increase their visibility.
True recycling is creative
Content marketing and recycling are not limited to updating obsolete content. The concept of content recycling is much broader and also requires a certain expertise to be managed at its best.
I believe that the core element is the ability, which inevitably comes from experience, to adopt a broad and strategic vision to reshape existing content and ensure that it is more in line with the needs of your target .
Remaining in the textual field, the typical example is the breakdown of pillars and, in general, long-form articles . The B2B world lives on long-form , belonging to this category – for example – are white papers and e-books. These contents, which are not published on the web and therefore do not pose SEO problems, can be reworked into several different contents based on a strategy defined upstream. Starting from an e-book, it could be possible to build a pillar to frame the underlying theme and then many in-depth articles whose contents derive from the individual chapters of the e-book itself .
