Recycling Content To Make It Relevant
Even with a great business plan in mind and on paper, your web content - and even your business - can take surprising turns that change everything. So, what do you do with all of that old, irrelevant? Recycle - and rework it.
It's definitely a bummer when you take the time to create a large amount of posts on your website, only to realize that your brand is moving in a different direction. Or, perhaps you needed some temporary filler for your site as you created more - and more relevant - content. In fact, Meeting In The Media is undergoing the same transformation, from new content to a new logo design, and personal blog posts copied from my personal website just don't work.
For example, below you can see the original content for a post about an event that was previously on Meeting In The Media, because I had curated and produced that event:
After a proposal to MassArt for use of gallery space, I've landed myself a gallery show! I’ll be producing and curating a group art exhibition in the MassArt Student Life Gallery on Huntington Avenue from April 22-27, reception April 25 @ 7pm. The show will feature my recent works from my ‘Liar Liar’ (2013) series.
“TransFIREmation group gallery show features MassArt Undergraduate 2D work, sculpture and video installation with a focus on fire, masks and the moon – all with a theme of transformation…”
I even created postcards to advertise the show! The front of the postcard features an image from my ‘Liar Liar’ series:
To create a post that both has value and utilizes the idea of this event, I decided to think back on the experience; it's all about the 'how' as opposed to the 'what.'
Focusing on the 'what,' such as an event or a date, creates a lifespan for your post - the post becomes outdated once the event has ended. You want to create something timeless that readers and viewers can visit now, and in the future. This idea is called 'Evergreen Content.'
Couple amazing content with timelessness, and you start to see the value of evergreen. Traffic, engagement, and conversions don’t just peak once and then trail off. They grow over time.
As you can see, I had also designed postcards and advertising materials for this event, which I included in the post to show my additional skills. Though the skills are relevant to the content we want to show - the content isn't there; advertising an event isn't an insight into production experience that can benefit others.
When I decided to rework the content and write an article about the experience, instead, it turned into eight new articles! Rather than write a single post about the entire experience, from planning to execution, I divided the experience up into distinct sections, launching new ideas for entire posts:
Basic art show proposal; use 'TransFIREmation' show proposal I created for MassArt galleries
Is a group show for you, or do you want to 'Fly Solo'?
How Applying for a 'Call For Work' is different than proposing your own show
The difference between having a name and having art; are they buying your work because of your name, or buying your art because it’s pretty and who the hell are you?
Posting articles online as yourself, your business - or as 'admin'?
Advice on marketing materials, vinyl lettering, and more - for a gallery show
The Reception: Free Food
Example of an exhibiting artist who won't share the event, won't post it online, and gets their work to you late
This could be a mini e-book, right? It's pretty crazy to think about all the different aspects, and layers, that go into one experience.
Recycling your older content and reworking it into new, relevant content means you need to understand the new direction your brand is taking.
A great way to recycle old content is to first understand the new direction of your site, brand or business. By doing so, the new content you create will be relevant, and better than ever. And it's no secret - check out these tips from other media-savvy writers and websites, including Digiday's article covering (3) publishers that recycle old content on a regular basis.
How To Make My Blog's article focuses on creating timeless, recycled content
This article on Skilled Up gives you (11) tips on recycling old content
Digital Sherpa suggests creating a video, infographics and more to liven old content
The writers at Buffer give you (12) ways to lengthen the life of your posts
TweetFavy provides (8), very clever ways to support and market your older content
Writer Amy Lynn Andrews provides a quick list of post-recycling tips