Kim's Blog

2009 Predictions #4

In my previous post (see “2009 Predictions #3,” below), I followed up on my “Crystal Ball” series with a third prediction—that third quarter will see businesses loosening up.

My newest prediction for 2009?

Repurposing content will be the key—but it’s not as cheap as most think. New content will be developed less.

To make it through the today’s turbulent market, publishers are constantly looking for ways to lower their costs and make the most of existing resources. This allows for companies to extend profitability. The question is, how can we make the most of our existing resources while branching into new areas?

The answer is effectively repurposing existing content.

I have a prime example. Last week, a potential client approached our S2EO division looking for content relating to ADHD. I knew that after six years of creating quality content, something we’d previously created could be repurposed. After approaching my managers, we located a recently-written article created for a different client on herbal supplements and their effect on common conditions, including ADHD. All the research was already there, so we were able to utilize that research and effectively create a unique piece of content, and in turn, the article was appropriate for this potential client.

However, in purchasing this content, one might assume the pricing to be significantly less. In this particular case, we already had quality content in place, and so it was able to be priced without the time for research. But, without a solid foundation of information, the rebuild will crumble. In order to have good repurposed content, you must have quality content and/or research to begin with.

At the end of the day, repurposing content may make sense for your company’s bottom line but only if the process is built off of a strong foundation.

Check back next week for my last prediction!