Repurposing Web Content? Avoid These Traps

Repurposing Web Content? Avoid These Traps

April 12, 2022

This is the final article in Harmonia Media’s three- part series about repurposing web content. 

In the old days of marketing, we used to say consumers need to see and read or hear something eight or 10 times before they connect with the messaging. Maybe that’s still true or maybe the statistics have changed.

Doesn’t matter. What matters is that you have meter seconds to catch someone’s eye before they’re off to the next thing.

This means companies looking to connect with prospective customers must be savvy. You’ve got one shot on goal and you have to make it count.

Except…. When you have more than one shot on goal. This is the definition of repurposing content: taking text you’ve used for one purpose and tweaking it to use it many times in different ways.

In the first and second articles in this three-part series on repurposing content, we discussed “How to Repurpose Content to Reinforce Targeted Messaging & Save Time” and “4 Great Ways to Repurpose Web Content.” This last part of the series focuses on what not to do when you are repurposing web content.

Don’t Forget to Review Data and Statistics 

Some statistics related to the content we create can change so quickly that it’s critical to check your work. Don’t forget to take the time to check any statistics you are repurposing to make sure the info is still accurate.

Updating constantly is unnecessary, but keeping your information current will help your audience view you as a reliable source for the most up-to date information.

Don’t Rehash Out of Date Keywords

Just because something was trending on social media two months ago doesn’t mean it’s still a thing.  You don’t want to appear behind the times by posting hashtags that “date” your content.

When you are repurposing content, it’s a good time to evaluate the key words associated with a particular article and update them. Also, change the hashtags on a repurposed social post.

You may need to consider eliminating any hashtags that are no longer performing the same as they were at the time of the original post.

Watch Out for Duplicate Copy Problems!

Repeating social content is fine and absolutely advised. It’s a great way to save time and extend your reach.

However, if you plan to repurpose an article or information from your website (or any other website) don’t risk getting dinged by Google for duplicate copy.

You can avoid this by:

  • rewriting the article using different words that retain the meaning (big instead of large, as an example)
  • changing the order of bullets
  • summarizing some information in the article into bullet points
  • rewriting the headline, opening paragraph and conclusion, etc.

Think about it like this, if you even momentarily think you are plagiarizing content that has already been published on the Internet (even if you wrote it to begin with), you need to do some heavy editing before reposting.

Harmonia Media can help you connect with customers and prospects with high quality content. We are happy to repurpose your old content so you can use it again. Contact us for a free phone or Zoom consultation.

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