Category Archives: Content Marketing

Repurposing content isn’t fast or easy

Ever heard this one? “We’ve got all this unused material from Project X. Let’s repurpose it into articles. It’ll be easy!”

This is the equivalent of a movie studio saying “We’ve got all this footage we cut from the movie. Let’s put it together into a totally different movie. It’ll be easy!”

That second example is absurd and we all know it. So why is the first example any different?

The goal of this piece is to provide you—the diligent content marketer / editor you are—with ways to push back against repurposing requests. My hope is that you’ll be able to minimize the impact of these projects and avoid the unnecessary work and frustration they carry.

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Sometimes there’s a gap between the keyword you think you’re ranking for and the keyword you’re actually ranking for. And that’s okay.

I’ve been working on a keyword project. The idea is to identify high-volume keywords in areas where my company is invested. Specifically, we put on a bunch of events and each of these events aligns with a technical area. These areas revolve around unique technologies and techniques, and technologies and techniques just happen to map beautifully with keywords.

So, we’re building original content that’s constructed to rank well for target keywords. And we’re doing this in a non-sleazy way that’s editorially sound and won’t make my journalism degree burst into flames.

I’ve been using Google’s Search Console with this project. While poking around in this tool, I’ve discovered there’s sometimes a significant gap between the keyword I think I’m ranking for and the keyword I’m actually ranking for. Continue reading