We recently sent draft copy of a blog post to a client on a topic that was near and dear to her heart. She wrote back and said, “We wrote about that last year!”

Which raises an interesting question – how often is too often when writing about specific issues? While there’s no set answer conveniently carved in stone, if there is an issue that’s central to your business, it’s important that you write about it frequently. While you never want to duplicate a post word for word, finding different angles on topics of interest is a smart way to highlight your expertise.

And then there’s the issue of SEO. Search engines love fresh content. That’s something we talk about repeatedly here at the Bright Ideas Blog. Your blog posts or online newsletter articles have a date attached to them (or at least they should). So if Google is searching around for the latest information when someone types in “How can I communicate with my mom who has Alzheimer’s?” and the last blog post or article you wrote about the subject is several years old, you’re likely going to lose out to a more current article. The more you write about a topic, the more likely search engines will view you as an authority on that topic.

Here at the Bright Ideas Blog, we’ve written no fewer than seven articles on websites in the last year. We always look for a new angle of course – how to improve SEO for your website, how to successfully redesign your website, etc. But we keep website information front and center, because it’s at the core of our business. So while you don’t want to repeat a blog post verbatim, it is important to consistently talk about topics that are important to your target audience and establish yourself as an expert in your field.

For example, if you’re an Aging Life Care Professional™ and many of your clients live with the challenges of dementia – or you work for a senior living community specializing in memory care – you should write consistently about dementia. Different ways to address this topic could include using validation to communicate with those living with dementia, how art therapy helps improve cognitive function, and preparing people when they visit a loved one.

If you find yourself struggling to think of a new way to tackle an old topic, give us a call. As senior content specialists, we have more than a quarter century of expertise on writing articles on a wide array of senior and aging issues.