In our panel discussion last week, we had a great conversation with some of the best content creators in the aviation industry. As you can see, the answer to the question, “Do you reuse content?” is not a black-and-white issue, so we thought we’d share the whole conversation with you. Video here, transcript below.






Paula Williams: Todd if you’d like to carry on with the next question: Do you reuse content?

Todd Lohenry: Oh, absolutely! As often as possible. And, you know, there’s an order of things you know on the internet. If you’re trying to send people to your website, think you need to be intentional about how you do that. So my favorite work flow right now is to post things to a WordPress, a self hosted WordPress website. Where I have full control over the search engine optimization.

And from there, I automatically post to my Google, page. And then, I’ll turn around and comment on that from my Google profile. And the reason why I’m doing it in that way is that it sends people back to the website where I can control the whole experience.

But I’m using the authority, the power of the Google page combined with the authority of my personal profile. To show up in search. After that,  I still continue to see it on my Facebook page, and my LinkedIn page, and my Twitter profile.

But you know, if I only could use three tools, those would be the tools and the order in which I use them. And it, okay to go back into your website and to grab things that haven’t been exposed. Just search via Google, and, and dig those up every once in awhile.

Paula Williams: Right. Excellent. Ludo?

Ludo Van Vooren:  I tend to, to reuse it in, in two forms. Most likely I will re-use it in a, in the current blog post. I will, post link to previous posts in terms of giving background or giving more emphasis to this story.

If people are interested in some of the background they can follow these links. And these links can be re-use of my own content or content from somebody else. I think that is also relevant. And then, I tend to write the articles that fall into two categories.

One the post falls into something that is current, maybe like a trade show or my review of a trade show or something. Which doesn’t have necessarily a long term value. But, other articles I write purposefully so that I know I could reuse them later on. And then, I would use them on my Twitter to maybe with someone.

Or, I might re-use them in comments I use on LinkedIn, or on another platform. I’m going to put a link to an older post.  I don’t automatically use the content. I tend to try to make it something that is relevant to the current situation. So for example even if I have an old review, like when I did the review of the Farnborough event of this year, of 2014.

It was interesting because I was able to reference the post that I did in 2010. In terms of comparing some of the numbers that were in there.

Paula Williams: Excellent, and Jason?

Jason Wolf: We pretty much do the same thing, at NBAA we for every article that we post, we go through kinda packaging process.

Where we create the associated tweet,  Facebook post, LinkedIn post, and Google post. So when we post the article on the website we get it out on social media. We have a, a small blurb that appears in our weekly email newsletter. And we also, like Ludo does try to reference previous articles on the same topic.

And often this will show NBAA’s focus on a particular issue so that we reinforce that, yes, we’re on, we’re on this issue. But also sometimes to just give updates on, changes and airspace procedures, or whatever it is. We don’t tend to retweet things again and again and I’ve seen some people do that a lot. And I think there’s value in hitting the, the East Coast, West Coast people at different times. We haven’t tended to do that yet we, we were thinking about it I guess so I’d caution people from over doing that.

For those that follow you closely, can kind of  punish them.

Ludo Van Vooren: Jason, that’s a very interesting thing that you just mentioned because, that’s one of my pet peeves, there are people that treat Twitter like live TV.

When it’s gone it’s gone they think in sports, like if you missed a broadcast and I had to broadcast again for the West Coast because they would not see it. When I look at the tracking number on my blog for example, I’m always surprised when somebody’s reading an article.

And so, I might have written a post last week, and Tweeted about it, and so on. And then maybe four, five weeks later, suddenly there’s hits on that post because the somehow through the search engine, they’ve searched for that term and it came up. And so, it taught me  that Twitter is not like live TV.

It actually lives on forever, and you could see hits on some of the posts that you’ve done in the past.  So I try to resist the temptation to retweet multiple time in case somebody missed it.  I see a lot of people Googling and searching for things and they’re finding it and then the people that are really interested in what I’m saying are following me anyway or are following the hashtags in which I post.

Jason Wolf: And I think that the counter to that though is you have to know your audience.  Becasue there’s some Twitter users who are very casual. And for those people, if they’re only following a handful of companies they may focus every time they go in on the five, twelve companies that they actually follow. So those repeats will be more obvious. But for other people who have  larger interests who follow more people. They dip in and out of their Twitter stream all the time. They may not notice the duplication as much if they’re not really tuned into what you’re saying.

So  have to know who who your audience is, how tech savvy they are. And just listen.

Paula Williams: Right, watch the data!


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