How do you ensure quality and consistency across reused and repurposed content?

Key points that Rockley makes about the need for a content reuse strategy: Efficiency: Content reuse helps us create and update content more efficiently by reducing redundancy and minimizing the time and resources needed to build content. This efficiency can lead to cost savings and faster time-to-market. Consistency: Reusing content helps maintain consistency across an organization's content collections, helping us to provide the same message and information to the audience, regardless of the format or channel.

Personalization/Localization: A reuse strategy can support personalization and localization, making it easier to adapt content for different audiences, markets, or languages without creating new content. Adaptability: Reuse makes it easier for organizations to adapt content to different formats, channels, and devices. Adaptability is crucial in today's fast-paced information-dependent world, where consumers anticipate you'll deliver your content on multiple devices and platforms they use. Reduced Maintenance Effort: Reusing content can simplify content maintenance by reducing the number of content pieces (components) that need to be updated or revised. This can lead to more streamlined and efficient content management processes.

To expand on this, I is also important to understand the audience’s role and needs. This can include asking questions like: Are you nurturing existing followers or customers? Expanding to new audiences? What platforms do they use to consume the information you’re providing? What will they have already seen? How much time and how in depth do they want to go? What do they respond well to on those platforms? Armed with those answers, you are able to ensure the efforts you put into repurposing are rewarded. Map the audience’s needs and requirements along with yours to keep them in alignment.

Ann Rockley emphasizes that a content reuse strategy is a crucial component of an effective content strategy. By implementing a content reuse strategy, organizations can create, manage, and deliver content more efficiently and consistently, while also being more responsive to the changing needs of their audience and the digital landscape. Rockley, the co-author of "Managing Enterprise Content: A Unified Content Strategy," emphasizes the importance of a content reuse strategy as a part of an effective content strategy. She advocates for the need to create and manage content in a modular, structured, and reusable manner.

How to get this done: 1. Identify older articles 2. Review with subject matter expert 3. Identify SEO keywords & best practices- New head w/ keywords 4. Assign and Review 5. Publish

While I agree, I think this misses some important steps. I’d add that it’s important to also make note of the context: Who visited, read, or downloaded the content? Make note of where you promoted the content and where it appeared. Who linked to it? These things can give you important clues about who finds value in the content and where you can benefit most from repurposing. If you’re repurposing a cat book, for example, but find that most people who shared it on social or linked to it were from mixed-pet households, you would repurpose it in a very different way than if it was busy professionals looking for a first pet. (Bad example, but you get the idea.) It also helps to consider repurposing from the start when creating content.

Also consider timing. Flooding an audience will often result in lower results. Instead, attempt to drip content over an extended period to help encourage return visits or repeated consumption. Readers will often follow and be more loyal if they find themselves returning to your site/profiles over and over again. It is exceptionally helpful to build trust, loyalty, and authority.

The easiest way is to use an XLS sheet or a planner that helps you repurpose your content in a way that you are creating a perfect gap between original content and repurposed one. Also the type of content chosen must be congruent to the repurposed goals.