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
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” purpose – similarly to “upcycling” in the recycling world.
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!