Good quality, original content gets traffic. It also converts readers.
There’s a big problem though.
Content marketers are under so much pressure to deliver high-quality content to their audiences, and it needs to be distributed across multiple channels. Coming up with new material as defined by your posting schedule can be a challenge, particularly in a small team situation where resources are limited.
However, there is something that you can do: repurpose content.
You can bring in more traffic and convert more readers simply by taking existing content from your site and repurposing it. You can turn one piece of content into five or more pieces.
Why should you repurpose content?With a bit of tweaking, existing content can be refreshed and turned into something valuable and compelling once more. Click To Tweet
There is a misconception that for content to be useful, it has to be fresh and new. However, with a little bit of tweaking, existing content can be refreshed and turned into something valuable and compelling once more, giving it a whole new lease of life.
I’ve already mentioned how repurposing content can save you time, but it can also save you money if you hire a content creator to do it on your behalf. Research shows that, on average, it takes between one and six hours to create a high-quality piece of content. Imagine how much other work can be done in that time? Instead of worrying about creating new content, spend time on looking at how to repurpose content making your existing stuff visible to more people.
As well as that, when you repurpose content that it gives your SEO a boost. We know that trends change regularly, and old content floating around can be nothing more than a virtual dust-gatherer, bringing little value to your site. However, when you have multiple pieces of content focused around a particular keyword, Google sits up and goes ‘ah, this site know what they are talking about when it comes to XXX. Let’s push them higher up’. Also, the more content you have, the more likely you are to rank for a targeted keyword.
Finally, it gives you the opportunity to reach new audiences. Content will only ever be shown to a limited number of people, so by giving it a new lease of life and resharing it across your various platforms, you will reach people that the original piece missed.
So, how can you repurpose content?
Turn it into different formats
One of the most straightforward ways to repurpose content is to turn it into a different format. Videos and podcasts work particularly well for this, as it taps into a whole different type of media. You can also produce offline content such as handouts and brochures.
It also avoids the problem with content duplication, which, of course, is frowned upon by Google and can negatively affect your SEO.
You can, of course, flip this and take any offline content you have created – perhaps speeches or presentations that you have given in the past and create digital content around that.
The same goes for dull, impersonal statistics and raw data that you may have collated; content creators are experts at taking something uninspiring and telling a fabulous story with it.
Refresh old content
Your blog archive has plenty of useful content. You have access to analytics which show you what was well received and successful, and what bombed. Use this information to figure out what can be repurposed to give your audience the same valuable content but updated. Look at creating an infographic to add more visual and shareable content to your post.
However, it is important that any of the content that you do this for is evergreen – stay away from current affair type posts. Focus on tutorials and ‘how-to’ type posts for this.
Expand on points
Numbered lists – such as this one – are great for SEO purposes and as part of your content marketing strategy. People love to read bite-sized information and tactical tips.
You can use those listicles and numbered posts and create whole posts around each point, going into them into much more detail. This is ideal for creating internal links and helping you to look like an authority figure on the topics that you write about – as well as giving you plenty of content fodder.
Again, you can do it in reverse – take multiple blog posts on the same topic and condense them into a ‘top ten’ type post.
Hub and spoke method
The hub and spoke method involves writing one in-depth piece and then publishing follow-ups, summarizations, additions and related posts on other sites and then linking back to the original piece on your site. This helps you to extend the life of your piece by continuing to refer back to it, no matter how old it is. It’s also easy content to produce – especially if you hire a content writer to do it for you – and improves your SEO with relevant, high-quality backlinks to your site.
You can create a whole bank of resources around a piece of content. Build an online course, ebooks, templates and so on. You can offer these for a small fee or as a free download for signing up to your email mailing list.
If you need help with repurposing old content or creating brand new content, get in touch with me today to see how I can help you.