If your old content isn’t getting the views you’d hope or isn’t driving as much traffic to your website as you’d like it to, it may be time to repurpose some of your old content. This is a method of expanding your content marketing strategy by repurposing existing content pieces. It also keeps your content updated and relevant, which improves web page ranking.
What is Repurposing Content?
Whenever you write a blog post, you’re writing it with a certain audience and purpose in mind. Because the internet is ever-changing, these concepts may change over time as well. In order to keep your content fresh and new, you should repurpose it when necessary.
Repurposing is like refurbishment. You get rid of the parts that aren’t serving you well and replace them with better, more current parts (or content, in this case).
Content repurposing allows you to add more information to your past blog posts by editing, expanding, splitting, merging, and integrating new visuals to old pieces.
Tips for Repurposing Content
If you’re new to the world of SEO, you may have more repurposing to do, as your older content might be severely lacking. Even if you’re a seasoned SEO pro, there’s always repurposing to be done. Use the following tips to kick up your old content.
Focus on Evergreen Content
When beginning to repurpose your content, you should look for evergreen content. Evergreen content is your content that doesn’t grow old and can be read year-round. It’s a waste of time to improve the content that isn’t evergreen. For example, if you write about something that happens in the news, it would take too much time and energy to make the content relatable months or even just weeks later.
Splitting Existing Content, Merging Content Pieces, and Expanding on Blog Posts
Depending on the type of content you have, it will be easy to tell how it should be repurposed. There may be clear themes that need to be split or expanded upon, or you may have multiple articles that could easily be merged to create one more cohesive blog post.
The three strategies that you should follow for repurposing content are:
If you have a blog post about the seven different reasons you should drink tea, you could consider splitting that article up into seven different articles. Make sure that the content you’re recreating is evergreen and well-optimized. You shouldn’t bother splitting apart old content if you aren’t going to improve upon it.
If you have multiple articles about the same content that don’t seem to be complete, consider merging them into one blog post that can stand alone. This should only be done with similar topics. Otherwise, it may confuse readers.
If you have content that isn’t well developed, expanding upon it could help it perform better. Provide more information about the topic, incorporating updated information and statistics when possible.
Integrate New Visuals
When repurposing content, you should also update your visuals, especially if they’re reliant on old statistics. Make sure to add new graphics with more up-to-date statistics, as well as new images that more directly reflect the content you’ve created. If you delete and re-write a good portion of your blog article, chances are the visuals you originally chose won’t make sense anymore. Update both to avoid confusion amongst readers.
Make sure to share the content you’ve repurposed once you’re done. Sharing on social media is one of the best ways to increase traffic to your content, as 4.15 billion people in the world have at least one active social media site. That’s more than half the world’s population, so get to posting! Interacting with your social media audience is also a great way to receive more traffic.
People love to see the brands they buy from talking with their clients and customers! It makes them seem more real and approachable, which often makes people want to purchase from them!
Work Repurposed Content into Your Content Calendar
Having a content calendar is a great way to ensure that you’re staying on track each month when it comes to posting. To encourage constant repurposing of old content, work it into your content strategy. Instead of writing four new blog posts each month, try writing three new posts and repurposing one old one.
Making sure that repurposing content is included in your calendar is a good way to ensure that you don’t forget this vital step in the process. And since the content is always decaying, there will always be something to repurpose.
Hiring a Content Marketing Firm For Your Business
Content creation and content marketing strategy are huge tasks, especially while creating products/working with clients. Hire a content marketing firm to do the work for you. That way, you can focus on working with clients or making products for customers. We’ll plan, write, and repurpose your content, so you can focus your attention on your clients. For more information, please contact us online or by calling us at 407-712-0494.
Also check out: An Introduction to SEO for Businesses