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.
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