Content “Upcycling”

So you’re aware that your content cannot die and therefore why you need to prepare your content to evolve.

But, whoa! What about all that content you’ve already generated? Online? Offline? How do you “upcycle” it to a more meaningful purpose?

Glad you asked. That’s just the process undertaken by Big “O” Tree and Lawn Service (client).

Inventory and Mapping
Big “O” had a website, but, it was difficult for the search engines to index because much of the information was graphically based. So, an inventory was taken to:

  • determine what content already existed
  • what information was missing
  • how the site was navigated and where content was linked

Enter, “Upcycling”
Big “O” had a backlog of “evergreen” (pardon the pun) information in the form of email and hard-copy newsletters. So, care was taken to add this material to the site so the information could be used again. This gave “old” content “new” purposeĀ  – similarly to “upcycling” in the recycling world.

Examples:

History of Big “O”‘s Unusual Name – This was written years ago for a newsletter; yet, it’s a common question for new customers. Solution? Add it to the site in digital format.

What is Root Collar? – This brief video was sent as part of an email newsletter. It, too, is “evergreen” information so it was inserted into the site’s “News & Tips” blog.

Year-Round Guidelines for Virginia Tree & Lawn Care – this page functions as a cornerstone to tie together links to other, older content that is still relevant.

Look Again at Old Content

Reviving “old” content is a sound strategy if it provides ongoing value. Evaluate it based on helpfulness to the end user. As an added bonus, older content may be helpful to you, too: collecting and categorizing old information occasionally requires less production time than creating anew – talk about a wise use of energy!

Organic Themes