You know content is essential to the success of your business and you have been consistently producing interesting content, but you’re still not seeing any results. Or at least not the long-term results you were hoping for. Sometimes having well-written and consistently published content isn’t enough.
What Is It?
Content creation is an effective marketing tool for companies to engage their audience and improve customer loyalty and business by consistently and clearly conveying their brand. Depending on the company, content can consist of anything from blog posts, location pages, white papers, resource articles, and more. The ultimate question is how to make those content tools most effective and efficient for your business.
The rewriting and repurposing of content comes into play when a company wants to improve its organic search and rankings. In this day and age, with the highly advanced SEO and digital marketing practices that take place on the Internet, good content may be good content, but it won’t matter if it’s not being seen.
There are various methods to improve content and organic rankings. The main way to do this is to ensure all content is topically and locally relevant. Through extensive keyword research and the utilization of search engine optimization tools, content can be repurposed and rewritten to incorporate words, phrases, and ideas that would better serve your company. Having topical and local relevance applies to newly written content as well, since you want all of the content throughout your site to stay consistent.
Additionally, rewriting and repurposing content to ensure topical and local relevance can help prevent duplicate content, which is detrimental to high organic and overall site rankings. Rewriting and repurposing content is also a great way to utilize older content and make it more on brand with where your company is today. By doing so, you acknowledge the effort that went in to create the ‘old’ content, but are also establishing consistency for all your content and copy on your site.
While it may seem counterintuitive, content used in a blog post can also be explored through various other shareable formats to further engage and increase audience and brand awareness in addition to the blog post. A blog post can be repurposed and shared as an infographic or a video. A white paper can be turned into a webinar and a resource article can be repurposed into an ebook and/or an infographic. The content can’t be exactly the same in multiple sources as that would be duplicate content, but the core essence of the content would not have to change. The opportunities with this are endless.
Why Is It Important?
Content is important, as it gives you an opportunity to connect with your audience on a deeper level. The most important thing is that your content be relevant – to your brand, your message, as well as topically and locally. Lack of relevance or value will not increase brand loyalty and awareness.
It’s no longer enough to just have content being published, the content your audience sees needs to be clickable, rank-worthy, and interesting to intended readers. While blog posts, resource articles, and such are valuable, incorporating infographics and videos into your content library is an exciting way to further share your brand and show customers you value their time and interests.
You are running your company in the most advanced and ever-changing age of technology, so you understand how crucial it is to stay aware and current, especially with your content. By repurposing and rewriting your content, you’ll likely be more successful in cutting through the Internet noise and reach your desired audience. Today there is information overload, so you want to make sure you’re not just adding to that noise.
We here at Directive Consulting are experts at content creation and are no strangers to repurposing and rewriting content to boost our clients’ sites and relevancy. In addition to doing extensive keyword research, we have a team of skilled writers and editors that enjoy the challenge of creating unique, current, and well-written content for every single one of our clients. We are dedicated to providing a personalized experience to each customer, and apply that thought process to every new piece of content that we write or repurpose for brands we work with.
With cross-promotional teams, our Content Marketing, SEO, PPC, and Social Advertising teams work closely on a daily basis to make sure your content is interesting, relevant, and on brand. We look at the big picture and approach your business and strategy from a holistic standpoint, empowering your business as a whole, rather than just one element of it.
Rewriting and repurposing is a great way to make sure your content is relevant and shareable. Consistent, interesting, and valuable content is likely to increase customer loyalty and brand awareness. We’re excited to help you take the next step towards growing your business.