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If you haven't done a content audit of your publicly facing website content in the last 12 months, you are due. It's the number one way to discover lots of ways to repurpose content, and repurposing is the number one way to cut back on content creation costs while optimizing your site for visitors and search engines (SEO).
Here's how to get started repurposing content:
When you start with a content inventory of full-on content audit, not only will you find ways to repurpose what you have in valuable ways, you will discover weak or no-longer-on-target content.
Imagine a 1000 page site that is 50% not-so-valuable, such as old events, inactive programs, PDFs with old branding, and advice that is no longer useful. If you can take those 500 pages and archive them, combine them, delete them and redirect the URLs, you might end up with 500 useful pages and 250 new and refreshed pages. 750 pages at 100% value is much better than 50% blech.
Now Google will see and serve up only content-rich pages and your audience will only see valuable content. A much better user experience overall.
A content audit helps you repurpose content and empower your audience to find what they need and help themselves. Schedule one at the beginning of every new year. A content strategist can help.
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Photo of windmills in California on the way to Arizona by Shelly Bowen, founder of Pybop.
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.