Content creation can be a demanding chore. One way to cope with the challenge is to repackage your best content.
We recently combed through our blogs, which are dutifully freshened at least weekly, and were startled at the gems we discovered. We offered advice, shared case studies and provided insights as valuable today as when the blogs were originally written.
Instead of letting them gather digital dust, we've decided to resurrect, repackage and repurpose our best blogs into one or more e-books.
Think of it as curating your own content.
The resurrecting, repackaging and repurposing of our blogs also allows an opportunity to refresh their content — adding new examples, refining insights or expanding our advice.
While our content talks about managing issues, selling things or getting to the bottom of important questions, you probably have content that can be salvaged from the bottom of your archives that is just as useful. It may be in the form of white papers, demonstration videos or old advertising. You could turn these into an interesting retrospective, a starting point for new and improved advice or a timely reminder.
In the rush to produce content, many of us forget content can have a significant shelf life and, therefore, enduring value.
Jay Baer has a new post featuring a series of 6-second videos produced by Lowes, the home improvement company. The videos were designed specifically to have a long shelf life. They center on practical tips, such as how to extract that pesky stripped screw or creating a watering can out of an old milk jug.
This kind of long-term thinking may seem at odds with the quick pace of digital media. But in reality long-term thinking should thrive on the Internet, which can make content written a minute ago or a century ago equally accessible.
The key is to keep your eye on the reason you are creating content in the first place — to provide useful information to your customers and prospects. Just because you published valuable original content once doesn't mean you can't republish it in a fresh format.
So as you rush to meet your next content creation deadline, give some thought to what you have already created. It may be your next best great idea, already packaged, just waiting for you to rediscover and re-share it.