Digital upcycling: Working with content we already have

Abstract

This paper introduces the concept of ‘digital upcycling’, a cost-effective digital marketing process that analyses and improves historic web content. It explains how the ubiquity of digital content has led to wastage in digital marketing, and created an environment where brands are sitting on underperforming content. The paper includes case studies where simple and actionable upcycling techniques were used to grow search engine optimisation visibility and meet project goals.