Giving Longevity to Your Online Content


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Content marketing (and content itself) is a basic, fundamental, critical contributing factor to the success of your business. It is at the heart of communications with your business connections and without it, you couldn’t relate with anyone on any level.

With online business interactions, an unbelievable volume of content is necessary if you want to make any kind of a dent at all. Starting with the basics, the first thing that you need is top-quality writing on topics that challenge, compel, and fascinate other people. You need to produce scads of excellent content. Of course, the more great content you share with other people, the more they are going to crave. Next, you need to post and syndicate it properly and appropriately. Fresh content is necessary at all times. You need to be on top of your game at all times. Now that you have those critical elements in place, you need to figure out a formula that works for making the content live longer.

  • Distribute your content carefully: Because of the fact that social media is constantly doing something, it is critical that you always share what you feel is important and valuable with your online business connections. It is acceptable to give a synopsis if the context is appropriate. Shortened versions of your content can really pique the interest of your readers and entice them to want to read more. Of course, eventually you will want to share much more; however, you should strategize cleverly so that you get maximum interest from the people on the receiving end. After a short while has gone by, by all means give them more.
  • Existing ideas, new packaging: You should constantly be looking for new ways to express time-honored ideas. The ideas will stand the test of time. However, the presentation of those ideas are what you should try to freshen up. There are several different types of content for which you can use the same approach, such as blog content, newsletter articles, etc. A fresh presentation of already-existing blog articles might be to combine them in an eBook on a topic that they share. The chances are very good that the content that you have already written can be synthesized in a way that brings new value.
  • Blow your own horn: It is perfectly appropriate for you to share your victories with other people. The purpose of doing that is not to show how wonderful and talented you are but rather to give other people the benefit of your experience so that they can learn from it and will hopefully be celebrating victories of their own. Another thing that you should consider is taking the action that resulted in a positive outcome and repeating the process with the same results. If something works, there is no reason for you not to repeat it. That is another way to build success. This will make your job as content creator easier over time.
  • Repurpose: You should look at content that has done well and update and refresh it so that you can share it with other people. You may want to commit to doing this at somewhat regular intervals, such as every 6 months or every year. Because you are evolving, the spin that you give your content is bound to be somewhat different after the initial writing. People will be very interested to read what you have to say.
  • One man’s treasure: You don’t exist in a vacuum. You don’t pull ideas exclusively out of your own head. You get ideas from all around you, including many ideas from other people. Nuggets of treasure exist in some of the most unlikely places. You just need to know how to recognize them and be able to use them effectively.


It is a lot easier than you think to breathe new life into your content and to give it a healthy and long lifespan. You have a great deal to offer other people and if you present your content in fresh and innovative ways over time, people will continue to want to read what you are sharing and will return to you over and over again for sage advice and guidance. If you constantly offer people valuable content, they will continue to support your efforts. Remember that your content’s value should benefit other people and if they can walk away from what you share a little bit wiser, they will remember it for a very long time.

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Carolyn Cohn

Co-Founder and Chief Editor at CompuKol Communications LLC

Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.

Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.

Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.

Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

Mrs. Cohn is a member of the American Medical Writers Association (AMWA).

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