How do you work with other experts to update and repurpose content?

This is an opportune time to return to your content strategy and content governance plan. If these exist, revisit and edit them with your team and stakeholders; if they don’t exist, now’s a good time to develop them! Remember that updating content can also mean pruning content—and, in fact, you may discover that eliminating content could lead to: 1) users’ reduced cognitive load (because you eliminated irrelevant information); 2) less cannibalization (ex: 2 pages that answer the same questions); 3) increased efficiency (teams focus on high-value content rather than updating unnecessary content). While pruning can be experienced as loss (especially those closely tied to its creation and promotion), pruning is part of the content journey.

When you co-create with other content creators, share resources, and content pieces and ask for the share! Ex: Podcast episode with guest. → Create a graphic, video snippet (if video was recorded), audiogram and social media copy (swipe file) including a call to action and link. Do not forget to add your social media handles so you can be tagged! If you make it easy for others to share and repurpose your content - especially if they were your guest - it is way more likely they will share with their audience!

Setting clear and specific goals is essential when updating or repurposing content. Whether you aim to boost SEO, expand your audience, generate leads, or enhance conversions, defining your objectives guides the entire process. Adjusting your content strategy, format, tone, and distribution channels to align with these goals is crucial. Effective communication with your team of experts, including writers, editors, designers, and marketers, ensures everyone is on the same page. Regular, transparent communication about expectations, deadlines, and feedback promotes a collaborative and efficient workflow, ultimately helping you achieve your content objectives.

Involve your audience(s) to help you make sure your goals align with theirs. Engaging a few audience representatives (or a group if you're willing or if you would like to create a survey) can help ensure success.

Behind every piece of content, there's a purpose. Sometimes it hits the mark, and sometimes it veers off course, failing to deliver as expected. This variability is part of the journey, a reminder not to overlook our strategies. It is in these moments that we discover and learn new things, paving the way for improvement. To produce effective content, we must scrutinize it from all angles, seeking guidance from experts for updates and repurposing. In this field, upskilling is a perpetual process. Repurposing and updating the content will help us in developing new strategic thinking. Learning is a never-ending process. The more you learn, whether it's knowledge or money, the more you can earn.

Once you've set your goals, the next crucial step is to assess your current content inventory. Utilize tools like Google Analytics, SEMrush, or BuzzSumo to analyze its performance metrics, including traffic, engagement, and relevance. Don't forget to seek input from your audience; their feedback can provide valuable insights into their preferences. Based on your findings, prioritize content updates and repurposing efforts according to potential impact, urgency, and resource requirements. Assign roles and responsibilities to your team of experts, and establish a content calendar to monitor your progress and ensure alignment with your objectives.

Ensure your content is modular. Likely, some of it is and some of it isn't. Regardless of the authoring tool, cms, ccms, or lack of these, thinking in terms of "concepts, tasks, and references" will help you audit well. Then, you can update your content before you have it reviewed. If you take the time to do this, you will end up saving a lot of time in your process. (See more in #3: Update your content)

When working with tools like Google Analytics or SEMrush, consider hosting collaborative sessions with your team. Dive deep into the metrics together. For instance, if you're noticing a particular piece of content that's getting high traffic but low engagement, bring it to the table. Discuss with your content creators: Was the title clickbaity but the content underwhelming? Did it promise one thing but deliver another? This can be a gold mine for repurposing. External partners bring fresh eyes, making their input invaluable. Especially influencers; their insights bridge the creator-consumer gap. But don't overlook the basics: even top-performing pieces can falter if they're not user-friendly or mobile-optimized.

Content marketing can never fade out. This is one of the best way to show your target audience that you can be trusted as an expert or thought leader in your industry. I really love working with tools like SEMrush simply because they help you understand how the content you've put out is being received by your target audience. It also helps you identify relevant queries that target audience have regarding the topic so you can create content to answer their questions. Regarding content calendar, two of the best tools I've used are Airtable and Google Sheet. Content calendar is one way to ensure consistency.

Content evolution begins with a meticulous audit: Content Analysis: Leverage tools like Google Analytics, SEMrush, or BuzzSumo to dissect performance, traffic, engagement, and relevance. Audience Engagement: Engage your audience; gather feedback and suggestions. Their insights are invaluable. Strategic Prioritization: Sort content based on potential impact, urgency, and required effort. Team Synergy: Collaborate with experts, assigning roles and responsibilities for efficient execution. Calendar Control: A content calendar becomes your compass, tracking progress and ensuring alignment with your strategy. Analyze, engage, prioritize, collaborate, and calendarize for content excellence.

Don't underestimate the power of research. Dig into your old posts, look at the data, and find out what's working and what's not. Create a spreadsheet that tracks your content audit, with instructions on how you want to refresh it. Some content may be combined, while other content may need a complete rewrite. You may find content that is performing well, but needs refreshed stats, case studies, and quotes. Next, bring in your subject matter experts. They're not just smart—they're your secret weapon. Their insights can help you revamp your content with fresh, authoritative perspectives. It's all about staying relevant and boosting your brand authority.

To maintain content excellence, updating is key: Quality Enhancement: Improve accuracy, relevance, and readability through additions, corrections, and optimizations. Expert Collaboration: Engage writers, designers, and marketers to ensure consistency and engagement. Tools Assistance: Leverage Grammarly, Canva, or Hootsuite for efficient updates. In the quest for up-to-date, compelling content, embrace enhancements, collaboration, and handy tools. Let's keep our content fresh and resonant! 🚀📝 #ContentUpdate #QualityMatters

Updating your online content and collaborating with experts can transform your content from stale to stellar. Start by regularly reviewing and revising your existing content to keep it relevant. Seek out industry influencers and professionals to contribute their insights or co-author pieces with you. For instance, if you're writing about the latest skincare trends, invite a renowned dermatologist for an interview or guest post. By doing so, you not only ensure your content remains up-to-date but also tap into the expertise of others, making your content more credible and engaging. Remember, in the ever-evolving digital landscape, collaboration and continuous updates are your keys to content success.

When refreshing or revising content, the focus should exceed what’s normally expected (i.e., updating links, keywords, and statistics). It should primarily center around the target audience and their understanding of the content to date. The original target audience may have shifted their interests about the subject matter. Consequently, it becomes imperative to recalibrate the “voice” of the original content to align with these changes. Preserve the foundational information and refresh the overall narrative. This is an intricate process, so everyone involved should have a good understanding of these objectives. If not, the “aim” of the content will fall flat and be perceived as disconnected or tone-deaf by the audience.

Updating old content to match new ways of working, with a quote from a colleague is a nice way to collaborate and share their voice. When we quote others they quote us quoting them. It is a win-win.

To maintain the quality of your content. Repurposed content should be just as high-quality as your original content. If it is not, it will reflect poorly on your brand and may alienate your audience. To meet the needs of your new audience. When you repurpose content, you need to consider the needs of your new audience. Make sure that the content is relevant to their interests and needs, and that it is presented in a format that they are likely to enjoy and consume.

Content's true power lies in its adaptability. 🔄✨ Repurposing transforms the ordinary into the extraordinary—blogs into engaging videos, podcasts, or eye-catching infographics. It's about breathing new life into your message, reaching fresh audiences, and extending your content's longevity. Collaborate with experts, employ tools like Lumen5, Anchor, or Piktochart, and remember, relevance and value are your guiding stars. Ensure your repurposed content shines in its new form, resonating with a broader audience. 🚀🎙️ #ContentRepurposing #ContentStrategy

I agree with the lot of the advice above on HOW and WHY, my perspective to add is WHAT this achieves. Repurposing content is key to maintaining consistent storytelling through your campaigns and messaging. Building audiences with genuine interest in your brand’s message. This is two fold: - By providing the content in user or audience adapted formats, you are ensuring that the message is digestible to a wider network, meeting them where they are; whether that’s in their preferred media format, or on their go-to channel - Reinforcement: repeating your message dynamically to drive home the message that you want your audiences to absorb, this will enable greater volume of contact points to further impact greater engagement/conversion

We have used repurposing to reach potential clients on various platforms. Especially by making posts into podcast episodes. One of our next goals is to take our content and repurpose it into a book.

Repurposing content needs to be at the forefront of your strategy for reaching as many audiences as possible. If the audience is new then content from elsewhere will not have reached them anyway. If they've seen it before then it cements your authority in your niche. Statistically it takes between 7 and 12 connection points between you and your (cold) ideal customer before you become part of their online scene. If those connections are in the form of valuable information then you establish your position as an authority in your field and could be seen as a potential business resource when the recipient is ready. Repurposing with AI means you have content that is effectively fresh but grouped around your main point. Why wouldn't you do it?

Pick the content that’s worked in the past and add more current cultural nuances. The story may need to be tweaked and changed. If it’s a video maybe meme it to relevant audios or what’s trending at the moment. While some may argue what worked in the past may not work in the present, that’s why tweaking it a little to the present always helps

Collaborate with experts, dive deep into the data, pinpoint strengths and weaknesses, and fine-tune your strategy. Every victory is a cause for celebration, and every lesson learned is a stepping stone to excellence. In the realm of content evolution, measurement is not just about numbers; it's about growth and impact. Let's make our content journey a testament to continual improvement. 🚀🧐 #ContentMeasurement #DataDrivenInsights #ContentStrategy

Share the updated content with the team members and other relevant stakeholders for feedback. Incorporate their suggestions and make necessary revisions based on their input.

Monitor Performance: Continuously monitor the performance of the updated or repurposed content. Analyze metrics such as engagement, traffic, conversions, and SEO rankings to gauge its effectiveness. Feedback and Iteration: Collect feedback from experts and the audience. Use this feedback to iterate and improve the content further, ensuring it remains up-to-date and valuable.

Measuring your results is absolutely crucial - and it's difficult. I definitely recommend having a resource that takes that burden from you. It saves time and effort and looks totally professional. However, it's important not to passively wait around in the hope that your content is seen and consumed in an age where there's more competition for time and attention than there's ever been historically. Instead you need to 'put it out there' as the Americans say. You need to announce your content, distribute your content, use it to answer questions, ask for people to evaluate it or even collate it into an eBook and use it as a lead magnet. Once you have an audience then measuring results becomes a worthwhile and informative exercise.

Collaboration is actually essential in creative writing, as sharing of ideas and brainstorming brings diverse views and creativity to enrich any piece of writing. Content like every policy needs to be updated overtime to make it more timely. As the world evolves, so must every content creator to add on some new knowledge and maintain your relevance. In doing so, it's important to ask yourself some questions like, do I want to attract new reader's, do I want to increase my visibility in search engines, do I want to communicate something new, do I want to work on my reader's suggestions and feedback?These questions and more will lead you and your partner to brainstorm new ideas and launch your writing, remember to always keep it simple.

While writing SEO blogs for a website One of the best practices is to maintain an Excel sheet with all the blogs uploaded by date. If let's you have written a blog on How I ranked this website in 2023 And is was published in October By the time January 2024 all you have to refer back to the sheet and update that blog with some more tips or maybe changing the year of the blog Slowly you have good bank of content that will updates and repurposing

📆 Don't forget about the dates. If you wrote your article in 2023, then change the date once 2024 jumps in. Of course, it can't be just the date. You need to update all the information. It's better to not use dates in your slug.

Effective collaboration with subject matter experts can lead to more authoritative, informative, and engaging content. It also helps establish your brand as a trusted source of expertise in your industry.