Digg reported a few days ago they are running small-scale tests to recycle content via “Digg Content Ads” – advertising widgets that contain old Digg stories that are relevant to a current advertiser on Digg. This is in my view a smart way of not only making the advertising feel more relevant for the visitors, but also to monetize already published content one more time.
How many extra drops can you squeeze out?
Content recycling is overall a very interesting area for financially pressured online publishers to look more into and I think we will see a lot more experimentation in this area. Being a CRM and relationship marketing advocate, I am myself a huge fan of Mequoda and their strategies for reusing, recycling and repurposing content. In a nutshell, it is all about digitalizing all content and selling the same thing as many times as possible and making sure to squeeze every possible revenue drop out of the content lemon.
To quote David Foster:
“How many of you have content that is sitting on a shelf, or on a hard drive, and that generated zero income for you during the past 12 months?“
Indeed a relevant question for most online publishers worth reflecting upon.
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Totally agree. Touched the subject myself (here: http://danielkjellsson.com/2009/06/06/tre-problem-och-en-losning/) a while ago and it’s just one of thoose things that won’t leave me alone. There is so much to be done, that must be done. Mequoda is definitely something to be inspired of but even more inspiring is the fact that most media companies daily life today – is a road to hell (that’s the direction I’ll be heading in the end, anyway).