Repurposing Content for Authority Pages

Developing remarkable content is no easy task. But, what if we could take existing content and present in a a new way that completely changes the value proposition for the customer? This would be a great thing, right?

The Copyblogger, Brian Clark, writes one of the most powerful blogs in the world. His content has always been value-packed with strategies and tips that simply work. Here’s an example where Brian took his collection of articles about Writing Headlines, wrote an introductory statement and linked to his existing content. In doing so, he created an exhaustive guide on a topic – with content that already existed! Instead of sifting through the website for all his articles, Brian did the work for me and in turn created additional value.

Being a runner, I’m always looking for information. Here’s another example from the Jacksonville Jaguar’s Head Athletic Trainer, Mike Ryan. His website, MikeRyanFitness.com, offers sports medicine information for recognizing and treating injuries when something goes wrong. He took his collection of expert articles, evaluated them in the context of running and created a Complete Guide to Running Injuries. He has furthered the information by providing a context and said, “Hey, this is important to runners – pay attention!” By adding this evaluation and framing it in a new way, he took existing content and created new value: something specific to runners that speaks directly to me.

Now, the value of this content serves three main purposes:

  • Authority Page that establishes you as an expert
  • Page that is ready for Inbound links – and with such a great resource it will get inbound links
  • Drive Email signups

Do you have existing remarkable content that you can repurpose around silos of information or themes that would intrigue your readers? Presented in a new and informative way can really pay dividends for your work.

Random Quote

“The best preparation for tomorrow is doing your best today.”

— H Jackson Brown

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