Spectacular Content Creation Tips – Helping You Decide How to Optimize
Making the decision to optimize your business content involves other decisions as well. The one major decision to make involves how specifically to make that change. How that is done partially depends on what form your content currently takes.
We have simplified content optimization into four distinct types. Here are what we call the four R’s of Content Optimization:
Re-use – using the same content in different places
Just because content is already in one context doesn’t mean it can’t move to another. Let’s suppose for this illustration that we’re dealing with a person who’s written an article on weight loss, and wants to optimize their content. The easiest change to make might be to simply take the same information and put it in different places. The information from the article could be updated slightly and moved over (or re-purposed) into a blog, or an ezine article. If the article was posted online, the same article could be posted to different directories, which would then get referenced on different blog posts.
Re-purpose – moving the same content to a different context
Suppose that this same author wanted to expand on the weight loss article that had been written, and transfer this information to a completely different context. A teleseminar on weight loss might be considered, which would incorporate more audio, bringing in a completely different audience. An interactive video could incorporate the written word and audio recordings, and perhaps also a fill-in-the-blank worksheet, which would incorporate visual, audio and kinesthetic stimulation for a more well-rounded learning experience for the market.
Re-package – revising the same content for a different market
The same weight loss article could appeal to a wider audience if the content were refashioned towards a different angle or demographic group. Perhaps the article on weight loss could be pointed towards beginners or those who had already lost weight and were trying to keep it off. Maybe the article could be slanted towards weight loss professionals, on how to be more effective with their clients.
Remember that content is only as valuable as the relationship it has to the market. In the final analysis of your content’s effectiveness, the market is the key. The most important thing is that the market “gets it”. Coming to the market is your responsibility, not the other way around.
Re-cycle – using the same content on a regular cycle
This same weight loss article might be set on some sort of cycle. It could be repurposed into a series of emails, setting a year’s worth of weight loss tips on a 52-week autoresponder system. The material could be conceived into a course (online or offline) that repeats itself every few months. Making regular blog posts on weight loss at regular periods of time would also be a way of recycling your content at regular intervals.
Bonus way to use content – Re-peat all of the above
Everything old is new again. Content can be repurposed and repeated for maximum impact. Make it better, and bring it out again. Lather, rinse and repeat. Continue to expose your content to the market again and again, finding new customers on each exposure. The only limit to repurposing your content for maximum optimization is your own imagination.
About the Authors
Filed under Content Optimization, Information Marketing, Tips by 
Leave a Comment