The content creation process takes time, which can be a limiting factor if you are a busy editor, starting a new blog, or are a content marketer.
Old content is a valuable resource for any business, as long as you can find ways to make it relevant once again.
When you repurpose a content piece, you spend less effort and have the potential to achieve even better outcomes.
Practical Ways to Repurpose Content
Re-using old content is not just a matter of republishing your content. You have to add some value to the content and give your audience a reason to view or read and bring organic traffic.
Luckily, there are many ways to produce high-quality content, and here are a few to help you kickstart your content repurposing strategy:
Optimise Old Content With Newer Tools
Depending on how old the original article is, you might have missed out on new tools unveiled after publishing.
So whether you need to edit, polish graphics, or optimise your content for search engines, there are many newer, helpful tools to help you do a great job.
For instance, Surfer SEO has been a game-changer in writing SEO optimised articles.
You can do keyword research, edit content, and view competitor articles through the SERP Analyzer feature. Other leads on the interface help you craft top-notch content before republishing.
Add Improved Product Images
High-quality images improve the SEO value of your blog. If your images are a poor representation of the actual product, you might not make meaningful conversions
. Consumers have a wide selection of products to choose and they will always pick the most appealing items.
Clear images, coupled with in-depth product descriptions and helpful highlights, are an excellent way to repurpose your content pieces.
Adding features like 3D views and a magnifying glass can lower the bounce rate and increase high-value traffic.
Incorporate Recent Testimonials Into Content
One way to achieve better conversions and grow your brand is by incorporating relevant customer reviews. Client recommendations are the new “word of mouth” endorsements.
People are likely to trust your brand when they read recent accounts from satisfied clients.
All you have to do is add testimonials from happy clients to your repurposed blogs or content as social proof. Consumers trust each other and will always be on the lookout for products and services that give the best results.
Turn Blog Content Into Social Media Posts
Social media platforms like Facebook and Instagram bring together millions of prospective clients. A piece of content will continue reaching more people after publishing as long as somebody comments or shares it.
If you have a sizeable following, use it to your advantage and see the difference.
Before turning your content into a blog post, consider its relevance. Evergreen content is your best bet as it never loses value, despite the passage of time.
You can also start with your most popular content and repost it into your favorite platform to reach more people.
Create Infographics out of Articles
Infographics are a timeless resource when you need to simplify content and save your readers from the mental fatigue that comes with chunks of complex information.
The most common features of infographics include:
- Flow charts
- Maps
- Diagrams
- Figures
- Comparisons
Infographics make it easy to read through long articles and reinforce the content more effectively than old-fashioned condensed writing.
In addition, you can add visual stimulation to your content through motion graphics and help your readers focus throughout the entire read.
Use Repurposed Content in Your Email Series
Email marketing is an effective way to reach your target audience with good leads in your email list.
Email subscribers are special, and turning your old content into a newsletter or incorporating it into your email series delivers meaningful information right into their email.
You can greatly simplify your newsletter creation process by using your top-performing social media posts.
A post that brought quality traffic and grabbed attention has a high chance of catching your subscribers’ attention and helping you achieve your marketing goals faster.
Turn Content Into a Guide or E-book
Creating niche-specific content can help you establish authority in the field. For example, bloggers like Jon Morrow and Neil Patel have a massive following in their respective niches. One way to leverage authority is by combining your existing content and posts into an ebook.
Ebooks are convenient and accessible. You can store thousands of books on your device and read them anytime.
Moreover, they are easy to share and you can activate the read-aloud feature when you are too tired to read. Also, they are affordable and can boost your online revenues.
Benefits of Repurposing Old Content
In essence, repurposing is recycling what you already have and finding new value. Past blog posts, video content and email series are some examples of content repurposing with great returns.
There are many perks of repurposing content, and here are a few of the most important:
Get in Tune With Your Target Audience
People have varying preferences when it comes to the type of content they want. Some will go for podcasts, while others are content with good old blog posts. Repurposing old content helps reach a new audience as opposed to just writing a new post.
Most internet users prefer to read the latest news or trends and rarely scroll down to the archives.
However, by re-inventing your past content, you can reach more people and enjoy returns like new subscriptions with little effort.
Save Money
If you write and edit your blogs without a team to help you, you will find it challenging to come up with new information, and guest posting may not always work.
Hiring a reliable freelancer is also costly, especially when you have limited capital.
On the other hand, recycling content is free and a time-saving tactic for the savvy publisher.
What to Avoid When Repurposing Content
To get the best outcome from repurposed content, here are a few things every publisher needs to avoid:
Ignoring engagement
The point of repurposing your content is to make it relevant and help you gain more traffic. When you fail to engage readers’ comments, you lose a chance to win over a few more clients.
Copy pasting
Repurposing old content is all about finding new value. When all you do is copy and paste your articles and treat them as new ones, there is little to expect.
Use any of the above methods to help you add relevance and grab your reader’s attention.
Sticking to single formats
There are so many ways to represent information, and sticking to one format will see you miss out on various market segments. Multiple formats are highly likely to score better when it comes to readership.
If you are having a difficult time crafting content or are experiencing the dreaded “writer’s block,” these guidelines will help you keep posting relevant content until you are ready to write new content.
