Content Ideas – Reruns Of Content Success


GOAL

The goal of this tutorial is to develop easy, successful and cost-effective methods for producing
online content and obtaining new links to your sites.

You’ll learn how to find popular content that others (including competitors) created in the
recent or distant past and how to gauge the content’s popularity using Open Site Explorer
(OSE). You’ll then discover how improve that content by recreating it in fresh new formats
including videos, webpages, animations, industry hubs and wiki sites.

Finally, we’ll show you how to reach out to anyone who linked to the past content to invite
them to link to this new version of the content that you’ve created.

IMPORTANT NOTE

This tutorial offers examples of how to re-purpose and recreate old content to updated formats
that will attract lots of attention. There are five steps to this process:

  • Find Old Content
  • Determine If It Was Popular
  • Find Current Data on the Topic
  • Update/Re-Write/Make Old Content Better
  • Reach Out to People Who Linked to the Old Content

The first example walks through these steps one by one to give you an idea of the process. The
rest of the examples are not as specific, but you should follow these five steps each time you
re-work old content into new formats to follow each time you’re recreating old content into
new formats.

STEP 1. IMAGE SEARCHES

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It doesn’t matter where you find the content, and there are lots of sources including Google,
Bing, Yahoo Images, Google Images, YouTube, Google News, blog sites, etc.

find old content

For our example, we’ll use the search term “Cheap Real Estate 2011 Infrographic” in Google.
You could also search by a custom date range. Click on the top results or the images you feel
look to have good information.

old infographics

2. Determine If It Was Popular

Popular content will have lots of Tweets, shares, comments, and links.

determine if it was popular

Now copy the URL of the infographic you chose into Open Site Explorer (OSE). There are 35
websites linking to this infographic which means it was very popular, and you want those sites
linking to you. In fact, you might get twice that number of links once you publish the content in
a new format.

3. Find Current Data On The Topic

You searched originally for 2011, now search for this information in 2012. Add specific keyword
phrases or search operators like “price per square foot” so you’ll get very specific, real data.
Then you can drill down to get information on the price per square foot of real estate in various
cities and other relevant content.

find current data on the topic

One option is to turn written content into images. For our example, you could put the cities you
found on a map and enlarge the ones that are cheaper per square foot. Create a video to go
along with the text.

re-create current data into a better format

Recreating old content makes it easier on yourself because the information is already out there,
and you don’t have to do all that research. You’re not copying or stealing it, you’re repurposing
it and recreating it in a better format.
4. Update/Re-Write/Make Old Content Better
5. Reach Out To People Who Linked To The Old Content

While it’s great to have fresh content for ranking in Google, you also want people who talked
about the information in the past to talk about your republished content. You want those
people linking to your site.

Type the URL of the old (2011) infographic into Open Site Explorer (OSE) and click on the
“Linking Domains” tab to see the 15 domains that linked to that site. You want to reach out to
those 15 sites to find the people that had talked about this infographic. Tell them that it’s been
updated for 2012 and show them how to find it on your website.

contact people

What follows are other ways to repurpose old content by changing text, images and other
information into totally new formats.

STEP 2. TURN TEXT INTO TEXT

During the 2012 Olympics, we saw images of athletes wearing strips of colored tape, and we’ve
found a website article about this on Business Insider. The article had 696 people link to it, 83
people share it, 160 Tweet it and 32 recommend it. The author also allowed links to the website
of the person who developed the tape, which makes for great public relations.

turn text into text

Perhaps you also sell that tape. Or maybe you write a sports blog. In either case,
recreating/rewriting/repurposing this content in some way would help increase your followers.
If the information was that popular in the past, it will be popular for you as well.

Find information on current events and recreate it into blogs, webpages or other formats that
will draw attention to your site.

STEP 3. TURN TEXT INTO IMAGES

For this example, we’ll search to see who’s writing about data centers. If it’s successful content,
we’ll see how we can recreate it.

Our search found us an article/special report on the world’s largest data centers, which is great
content since it has fantastic links to the top ten data centers in the world. Now we want to get
information on each one.

find great information

Following our five step process, we’ll use Open Site Explorer to see the popularity of the
content. OSE shows that 41 people linked to this specific page and many others shared it, liked
it and plused it. Now, how can we reproduce it and make it better?

Perhaps start by digging into this data and creating a cool infographic from all the great
information. Done well, this could be just as popular as the original document. Then reach out
to those who linked to the original article and show them your new content so they’ll link to
you as well.

turn text into images

If they liked the original data and talked about it, how much more might they like your new
format and the updated information you’ve shared.

STEP 4. TURN TEXT INTO VIDEO

Another search in Google finds great information on Modular Data Centers, but it’s mostly text.
Recreate this data by taking information from the text and turning it into a video that shows the
data center being built. As you find other information, perhaps on cooling costs, develop a
video that shows how to reduce your cooling costs by 40 percent.
turn text into video Continue through the other steps to recreate the content. Remember that the content doesn’t
need to have a million links or hits for it to be successful, and you don’t always have to have
data that will go viral. Just continually and consistently rework the information into great
content.

STEP 5. TURN TEXT + IMAGES INTO ANIMATION

If you’re a plumber, you might search out information and images about radiator sludge–what
it is, how to remove it, etc. Take the content, advice, facts and tutorials that are all text and
reproduce them into visual media such as videos or animation formats.

turn text + images into animation

STEP 6. TURN TEXT INTO STOP MOTION VIDEOS

Another interesting format for content is stop-motion videos. Search on the keyword
“restaurant remodeling tips.” Turn the ideas you find into a stop-motion video of someone
remodeling a restaurant kitchen. This is such a cool format that people will want to see it and
share it.

turn text into stop motion videos

STEP 7. TURN TEXT INTO WHITEBOARD ANIMATION VIDEOS

Whiteboard animation is similar to stop-motion videos, and it is becoming a very popular type
of online content.

A search of health drinks has led us to a product called coconut water, and many people have
linked to past information about this product–where to find it, how it’s produced, etc. A fun
and informative way to share this information is by illustrating the process on a whiteboard.

turn text into whiteboard animation videos

STEP 8. TURN PRESS RELEASES INTO ANYTHING ELSE

Press releases have great information but they are very, very boring to read as they’re nothing
but text. Your goal is to turn this information into anything other than a press release.

Search for a keyword in your industry and attach the modifier “Associated Press” to find a ton
of great press releases. In our example, we got 162,000 results to our search about a new
circuit court judge. Now imagine how many people you could contact if you recreated this
content in a better format.

turn press releases into anything else

possible repurpose would be to create a timeline about this person using images, videos, etc.
Do some research and then follow the five-step process. Reach out to the same media outlets
that first talked about this and let them know you have additional information. Be creative and
see how far you can run with it.

turn press releases into anything else

STEP 9. TURN NEWS INTO AN INDUSTRY NEWS HUB

“Old” content doesn’t have to be years old. It can be something that’s fairly current. Search in
Google News for the keyword “build data center” and you’ll get results from Apple, Facebook,
EMC and more. There are a lot of big-name companies being talked about, which means you
have access to a great deal of information on data centers.

A very good way to recreate information like this about popular companies is to create an
industry hub. The site Tech Crunch is one example as it reports just on the technical industry.
Our research results could be used to create a new website or sub-domain on the website and
report solely on data centers.

turn news into an industry news hub

Google likes sites that produce regular content such as an industry hub site. Tech Crunch will
always rank high for SEO because they constantly publish content. Your industry hub can be the
same.

To keep costs low, consider becoming the industry expert who hires other people to do your
research and produce your content. The company Small Business Brief is a good illustration.
They’re a resource center that writes a small paragraph or summary that links back to articles
they’ve published or to other content on a different website. They are a content hub, but
they’re not creating the content themselves. You can do the same.

Find an information site, plug it into Open Site Explorer and find other websites that link to that
topic. If you have, say, $1,000 to spend each month, hire a content writer to create a paragraph that links back to the information you found. Hire someone else to plug resources
into Open Site Explorer, reach out to those who linked in the past, and redirect them to your
site. You don’t have to be the person thinking about it all, but you can still be the trusted source
and reputable company for your industry.

STEP 10. TURN MASSIVE DATA INTO A WIKI SITE

If you search on a large keyword category like “data center,” you’ll see that Wikipedia ranks as
the number one site. This is because people want information on that topic. Look at other wiki
sites to see how you could set up this kind of information for data centers.

turn massive data into a wiki site

example is Wikicars.org, a site dedicated just to information about cars. Along with
information, there are search options on the side to learn more about each kind of car. A wiki
site on data centers might list options for the top ten data centers, the top 50 data center
companies, or the cities/states where these data centers reside. You might list all world-wide
data centers on your website and then create separate wiki pages with information on each
one. Once this structure is set up, others can contribute to the page, even competitors. The end
result is that you are the industry hub for data centers no matter who contributes to the page,
and you aren’t doing all the leg work.

STEP 11. TURN SLIDESHOWS INTO ANYTHING

Slideshows, whether old or current, have fantastic information. Again, give this information to a
content writer or graphic designer to have them repurpose the slideshow into articles, videos
or other formats.

turn slideshows into anything

Then reach out to all who linked to the original slideshow by using Open Site Explorer and ask
them to link to your new resource.

STEP 12. TURN VIDEOS INTO ANYTHING

Similar content repurposing can be done with videos. Turn old videos into any of the formats
already discussed and update the information for 2012 on your own or hire someone to do it
for you. Have a graphic designer turn the content into static images or infographics–whatever
makes sense for the data. Again, as the business owner, you’re simply coming up with the
content and ideas on how to use it. Others can do the actual repurposing work.

turn videos into anything

It’s also helpful to have a database to keep all this information organized. It takes time initially
to create this, but we have other tutorials that can help you do this. Once you’ve gathered and
organized the information, you can have someone else run with it for the next week, month or
year.

TIP #1: KEEP ALL PR CONTENT INFORMATION IN ONE PLACE

Download the PR Template from our website to keep all of your information well-organized.
The basic process is the same as described in this tutorial.

Go to Open Site Explorer and find who has previously linked to the resource you want to
rebuild. Copy all of that information into the PR Template along with examples and URLs of the
linking sites.

If you spend two weeks loading this template, you can then give it to someone along with
directions to reach out to the people listed. See our separate tutorial on using the PR Template
for more information.

Another great organizational resource is our Content Inventory Document. Use this to keep
hundreds of content ideas organized–what they are, why you want to produce them, etc. As
with the PR Template, you can give this information to someone to do your research work and
reproduce the content. You would just provide direction as an expert in your industry.

We have a separate tutorial on how to use this document as well.

TIP #2: ORGANIZE INFORMATION INTO A VISUALLY APPEALING FORMAT

visually appealing format

TIP #3: RECREATE DATA SO IT GIVES PEOPLE A REASON TO LINK TO YOU OR USE YOUR DATA IN A NEWS STORY.

re-create data

TIP #4: MAKE IT EASY FOR PEOPLE TO USE

make it easy for people to use

TIP #5: HOW EASY IS IT TO DUPLICATE?

how easy is it to duplicate?

TIP #6: WHAT IS THE SITE’S ESTIMATED VALUE?

estimated value

TIP #7: PLAN TO BUILD IT

Once you decide to build a page, add it to your Convent Inventory Document in the appropriate
category. This will help you stay organized and make sure the pages you’re building are
optimized for the search engines with the appropriate keywords.

Paste the URL of the page in the Example column and link to the PR Template.

plan to build it

TIP #8: REACH OUT TO WEBSITES

Reach out to those websites that linked to the original page to ask if they will now link to you.
Email is the easiest way to do this, and we have a great template to follow.

reach out to websites

SUMMARY

To successfully create new content from the popular past content of others, including
competitors, follow these steps:

  • Find Old Content
  • Determine If It Was Popular
  • Find Current Data on the Topic
  • Update/Re-Write/Make Old Content Better
  • Reach Out to People Who Linked to the Old Content

Some specific and useful ways to repurpose old content include:

  • Turn Content Into Images
  • Turn Content Into Video
  • Turn Content Into Infographics (static, interactive, animated)
  • Turn Content Into Animation (whiteboard, stop motion, real animation)
  • Turn Anything Old Into Anything New
  • Turn Badly Formatted Content Into Better Stuff

Keep in mind that publishing fresh content based on highly-ranked past data is one of the best
ways to improve your SEO by making you the trusted source for information about your
particular industry. It can also save you the time and money required to conduct information
searches from scratch without knowing whether the data you find will be worthwhile.

As this tutorial shows, there’s no need to recreate the wheel when you can simply find an
existing model, make it better, and let the world know where to find it.

For this tutorial, you will need: