I created a brand new republishing program that required collaboration across multiple teams, and a whole new way to think about content. The status quo had been to create new blog content. I was evangelizing a republishing strategy of existing content that would save resources and optimize for organic search to help elevate the authority of the blog as a whole. Through editing, the posts that participated in this program were better optimized, more accurate, and far more reader-friendly. The result was more impressions, more page views, and better brand engagement.