Your Guide to Repurposing Content
Search engine giants like Google and Bing love websites with fresh, high-quality content. As a result, many small businesses publish content daily, exhausting internal resources without positive ROI. You devote countless hours to creating and perfecting strategies to amplify your content, but what happens when your content doesn’t resonate with viewers? Before you start writing new SEO landing pages or blogs, look through your existing valuable content. Creating new content is always a great goal, but sometimes, you should consider giving your content a refresh by re-optimizing it.
What is Repurposing Content?
SEO content creation and publishing are among the most crucial aspects of your digital marketing strategy. High-quality content will help you increase website traffic, improve your online presence, and increase the reach of your brand reputation. But recycling content involves so much more than writing blogs and then sharing posts to social media again and again. Repurposing content also involves converting existing content into a new format and then redistributing it in a format altogether. Five simple ways you can repurpose existing content includes:
- Transforming webinars into video tutorials
- Converting Powerpoint presentations into Slideshare files
- Creating case studies from internal data
- Turning old blog posts into eBooks
- Leveraging statistics into social media posts
Why Should You Repurpose Content?
You should consider repurposing your content because doing so increase the likelihood that new visitors will see your articles. Creating new engaging content can become expensive and time-consuming. But recycled content costs less to repurpose since you already have the articles or posts written. Repurposing content also elongates the life and purpose of blogs, lists, and how-to guides you create. This, in turn, will increase the chance of connecting with new audiences at various stages of the sales funnel.
Which Content Should You Repurpose?
To determine what content to repurpose, you have to consider your campaign goals. Dig into your Google Analytics and see what your most popular posts have been over the past year. Why did those posts perform so well? Using this data, you should be able to figure out what will help influence your repurposing game plan. Start with your well-performing content. There’s little risk involved when you create another asset inspired by an already popular piece of content.
You may also want to repurpose content that underperformed because the original format wasn’t ideal to convey your message. For example, a low-performing long-format blog post might be better received as an infographic. Social listening can also provide insight into what content formats your audience prefers. Test new formats with your audience and tune-in to how your audience responds.
How Do You Repurpose Content?
If you start with a solid piece of authoritative content, repurposing an existing blog article won’t need massive amounts of revisions. Using a content calendar will further empower your content repurposing efforts. With this holistic view of your assets, you will avoid bias towards a single network by ensuring a fair distribution of content, properly tailored to your different audiences.
Next, start compiling a list of all the content in your corner. This list will offer a better view of your content, thereby making it easier to track the content you may recycle. Experiment with the following tips to give your content a much-needed makeover.
- Focus on Evergreen Content: this type of content contains information that stands the test of time and remains relevant
- Reuse Snippets of Content: you don’t have to reinvent the wheel; save time by referencing old content in your new post
- Add new Examples & Trends to Older Posts: update outdated statistics to reflect current research
- Insert a Quote or Snippet from a Post: turn small snippets of your content into tweets, and then link back to the original post
- Posts to Different Digital Platforms: introduce your content to untapped audiences. Reddit, Quora, and Medium have countless forums where you will likely find a discussion of your industry or even your product
- Add Hyperlinks to other Content: a great way to drive traffic to older, but still relevant, articles.
- Review Keyword Lists: use relevant keywords in all your posts to boost your SEO rankings to drive more traffic to your content
- Track Your Competition: when you see your competitors posting well-received videos or infographics, try making a better version
Extend Your Content’s Lifecycle Through Repurposing
Repurposing content allows you to breathe new life into old content and present it to your target audience in a captivating new format. Premiere Creative has a demonstrated ability to do both. We translate our clients’ products, services, and objectives into compelling content that works on various digital platforms. Do you need help harnessing your existing content for greater ROI outcomes? Dial (973) 346-8100 to connect with the content management team at Premiere Creative.