How many times do I have to tell you?
How often, growing up, did you hear that phrase uttered from a frustrated parent? And often not merely uttered, but shouted?
Not one of us, I’m guessing, got through childhood without hearing some variation of this display of parental frustration.
Don’t make me tell you again. Another parental favorite.
And if you’re a parent yourself, no doubt these words have passed your lips more than few hundred times.
No matter how old we are, how sophisticated we believe ourselves to be, sometimes we had to be pounded over the head, multiple times, before a message sunk in. Hopefully not literally pounded, but you get the idea.
And when it comes to your content marketing, it’s no different. You will — in fact, you must — repeat yourself on many topics.
You must revisit old issues and repeat past content subjects, for a variety of reasons.
Only So Many Topics Out There
One big reason you repeat yourself is that, let’s face it, there are only so many topics out there on any given subject. Even when you have lots of ideas to share and items to discuss in your particular area of expertise, you will find yourself revisiting an already covered topic. It’s inevitable.
So why fight it? Go with it, for good reason.
The fact is, some things do bear repeating, and it’s okay if you cover the same topic more than once.
You might revisit a past content marketing topic, for example, when your knowledge and opinions change.
You’re always evolving in every area of your life. Why should your basic knowledge and understanding surrounding your business niche be any different? As you continue to learn more about your subject, you’ll acquire new information to share.
When you have a new idea, a different slant, an updated opinion, or even a change of views on a given point, you have a brand new reason to create new content to share those new ideas and thoughts.
New content creation might involve expanding on your knowledge or discussing a change in direction or attitude from what you’ve talked about previously.
Or you might just approach the same topic from a different angle.
All of these examples are reasons to revisit an issue more than once.
When you’re consistently creating new content for your website or business, new readers will discover your posts and articles. To these new readers, your topic is fresh and new. In this case, even if you’ve written about a given subject before, to this new audience member, it’s new information.
It pays to remember that you’ll always have new readers, and you want to share your expertise and value with those readers.
True, new audience members might search through your previous content and find articles on the same subject, but there’s no guarantee they will. They’re much more likely to read an article or watch a new video than they are to search for an old one.
And if your existing readers see the new post, they’ll probably appreciate the refresher or the chance to gain a new perspective. It may be a topic they’ve seen before on your site, but it will still be new in some respect.
Creating Your Content Library
Another reason to have more than one piece of content on a given topic is if you’re building a content library on your site. In this case, you’ll likely approach a given subject — SEO optimization, for example — in a variety of different ways. One post might focus on keywords while another will emphasize SEO tools.
Same topic. Different angle.
Covering a topic from different perspectives and with varying areas of emphasis guarantees your reader a more comprehensive learning experience.
It Bears Repeating
Sometimes a subject is so important within a given niche that it just cannot be covered once and forgotten. For example, writing effective headlines is most likely going to show up repeatedly on a site dedicated to creating content marketing and blog writing.
I see topics repeated all the time on websites, and I’ve never felt like I was reading regurgitated content. It’s so easy to forget the basics in our busy lives. Reminders and refreshers are always welcome.
And sometimes those refreshers have more meaning for you the second or third time than they did the first time.
Say It Again
Whatever the reason, you will find yourself addressing the same topic, covering the use of the same business tool, sharing the same opinions and ideas, more than once.
At first blush, it might seem as though you should toss the proposed post idea out the proverbial window and find something else about which to write.
But don’t be too quick to trash a content marketing idea just because you’ve already covered it in the past.
It’s less a case of the parental admonition than just refreshing a stale topic.
Instead of thinking don’t make me tell you again, think let me tell you more.
As a business owner, you have lots of ideas to share, opinions to express, tools to provide, and value to impart to your readers. Just because you’ve already discussed a given topic doesn’t mean you must never again revisit that issue.
It just means you have a bit more to say. Or a new opinion to express.
So go ahead. Revisit a subject area. Write a new post. Record a new video.
Share your fresh ideas.
Empower your readers.
Spread your knowledge.
Inspire your audience.
Your readers will love it.
And your mother will be proud.