Working the Angles for Content Creation
Writing your own content for your website? Don't drive yourself nuts. Repurpose and reuse old stories and create a new one.
Cynics say that the best ideas have been plucked to death. To me, an incurable optimist, originality is constant and ongoing because human society is always in a state of constant regeneration. As for creating angles for content creation, it's a matter of survival.
Philosophers have written (and rewritten) hundreds of essays on how history seems to repeat itself. Most take the harsh view that humanity cannot or will not take measures (usually something simple) to alter a predictable outcome (usually something gloomy). Carlos Castaneda suggested that if you open your mind and learn from history, you can change what may seem like a predictable outcome.
Yet, when generating angles for content creation, that's how to write content for your website and make the task manageable. Remember that it is vital for search engine ranking to keep changing your website and grow your content. Google spiders visit your website when they notice new content. Google is also more likely to give your website better ranking if the word count increases. There's a lot of reasons why that is - but that's one of the big reasons that we put so much emphasis on content creation.
The bottom line, if you want to keep your website fresh - keep writing, keep posting. If originality seems wanting, don't sweat it. Just take time and look at your old content, and look for ways to reuse it! Literally. By rewriting and reposting, you can take a different perspective, add another idea, feature other benefits. You may say this is “spinning” a story, and I'd say, "Yes, absolutely." You may then say, "Isn't that spam? Won't google ban you for it." And I would reply, "Not at all." With the caveat - as long as you do the job correctly!
PR Concept of "Angles for content creation"
Maybe I call it "Angles for content creation," but the old PR guys - the ones I trained under - had a name for reworking stories: they called it “working the angles” or simply “angling.” The task wasn't just to repeat the story. You're doing more by creating new content. Need a visual? One way to look at the process of "angling" is found in the art of cutting lumber.
A master plank cutter studies a log of prime lumber carefully before he cuts it into planks. He studies the grain and other features to predict how it will produce certain characteristics in the final product. He may cut into knots or grain to make interesting patterns. He may include rot or burns for a splash of color. He may cut straight along the grain to produce strong and rigid planks.
For instance, there’s nothing interesting about “dog bites man,” but the world wants to know about "man bites dog." Still puzzled? It could be that you have a list of "things you must do in Italy." Why not create a new list of "things you MUST NEVER DO in Italy." Angling is more than just spinning opposites. In fact, MOST of what I do is spinning up nuances with every rewrite. Now I'm writing about "Low cost things to do in Italy" or "How to travel Italy without going broke."
In my master content creation toolkit, "angling" is a discovery process that is deployed to extend content development. You can deepen certain types of messaging and reach further into social media. Angling is also a good "siloing" strategy that can help you increase keyword utilization and grow your domain and page authority.
Change the angle of attack by adding a feature, a benefit, a concept, a human interest. With a new angle, you can set a new theme or reset opinions. New angles may help expand the artistic or emotional effect of the story. Seemingly negative points are often transformed because a new angle emphasizes a positive result. Normal and average situations evaporate because a new angle produces a previously ignored or overlooked value.
Here's an anecdote about literal angles from a retired PR practitioner who was once an account manager for Ruder Finn:
At the close of World War II, RCA Records announced that it was releasing an “unbreakable” phonograph record. Until that time, records had been made of clay and were very fragile. The new RCA record was made of vinyl, which was far more durable. To prove the invulnerability of the new product, a publicity executive conjured up a stunt to drop both types of platters from the top of the RCA building in downtown New York. The date was set and the press and public showed up in droves to see the platter splatter.
At the designated time, the president of RCA dropped the old clay record by its edge and it zipped straight down to the street and disintegrated on contact. Then came the new vinyl platter. He dropped it in the same way as its predecessor and, to everybody's surprise, it too shattered like an old dinner plate. Facing public impalement or worse, the panicked publicity executive asked the stunned president to drop another vinyl record, “…but as you would if you were going to set it on a record player.” The change in aerodynamics caused the record to drift down to the waiting crowd, where it bounced off the pavement intact.
Okay, so maybe that's more about someone being clever, but the basic idea is there.
Reuse, Reword, Repost.
Effective angles for content creation requires some planning. Plan carefully enough, you can reuse a single story at least six times. Even more. In the case of my RCA publicity executive, a 90-degree change in his angle was enough to change the outcome of his story. He saved his own neck and ended up with a great public demonstration. Things may not be so easy for you, but his last-minute realization is worth remembering.
Let's say you have a new widget. You can write about how it works from a personal experience (thats one), how it worked in a specific situation or a range of possible situations (that's two), and you can write just to explain the particulars of how it works (that's three story angles, not including testimonials you may generate about the same idea). You can easily turn one company event into SIX "stories" suitable for blog, video, or user-generated content. As a professional ghost blogger, I can (and have, many times) written DOZENS of articles about one "thing" - I mean, of course I can. And so can you.
Here's another way to look at angling. A good marcom pro never forgets the essential facts related to a product, service or event. So what do you do? Put them in bullet points in the middle of the paragraph? No. You fold the key points into stories that are personal, situational, and demonstrative. Narratives like these are gold for content strategy because one aspect of a product (for instance) can instantly produce as many angles as you need.
You can also simply re-post old articles and write about the same thing - over and over. Of course YOU can - all you have to do is to remember to reword enough of the text for Google to pass it as "fresh content." As a rule of thumb, if you have to plagiarize yourself, make sure that your new text is about 75% new. There are several tools out there that can help with getting a good measure on content originality. It'll take more work than just flipping some adjectives and verbs. But what you end up with will be gold. I promise.
That’s all for now.