In the business landscape, content is king. We bet you’ve heard it a million times already, but we’ll never get tired of stressing the value of content just because it’s huge indeed.
When planned and done right, the content doesn’t only define the voice of your brand and educates the audience about you. Apart from this, it also helps companies stand out from the competition, communicate their message, and convince target customers to purchase their products or services. What is more, high-quality content helps you to create interest in your business and attract new customers.
With all that being said, it’s fair to conclude that the overall success and profit of your enterprise depend directly on the volume and quality of the content you deliver. But does this mean that your team has to generate tons of content all the time just to stay afloat?
Not really. Though it’s important to deliver the right amount of content consistently, it’s also worth remembering that the pieces you’ve already posted have a tendency to become outdated and, if you don’t want this fact to literally mean that all the hard work goes to waste, that’s when you need content repurposing.
This article will be your ultimate guide to content repurposing. Read on to learn more.
Content Repurposing: What Does It Stand For?
In a nutshell, repurposing or recycling content is done with a sole purpose – to ensure that your old pieces remain actual, bring value, and continue bringing results over a longer time.
Let us help you get it straight – when you publish an article or blog post for the first time, it brings the most results while it’s still fresh. However, over some time, some of the following issues may arise:
- The information you shared is no longer up-to-date;
- The audience you’ve had in mind when writing is no longer your target;
- The intent has changed;
- The message you wanted to deliver is not of current interest, etc.
So, what happens next? When your content faces any of the above-mentioned issues, it becomes stale and no longer can perform its function, whether it is to educate or attract new clients or any other purpose. That’s when you may want to tweak your old piece to make it perform its purpose again.
Simply put, repurposing or recycling content stands for adjusting it over some time in order to reach a new audience, add value, keep the information up-to-date, adjust or reinforce your message so that it goes in line with your current business objectives and target audience.
Why Should You Care About Content Repurposing?
Content recycling can be beneficial in so many ways. Whether you are running a personal blog, a study blog like the do my assignment writing service does, or a corporate resource, this tactic is what can help you ensure that you get the most benefits of every piece you publish. And there are plenty of benefits you can get from it, first of all, in terms of SEO.
There is a number of benefits your SEO can get from this approach:
Recycling enables you to get even more organic traffic with no (or minimal) investment of money.
If your blog post used to reach a certain kind of audience in the past, by repurposing it, you can change its focus and reach wider audiences.
We all know that search engines rank sites that bring the most value the highest. Thus, by regularly updating your articles to keep them fresh and up-to-date, you will ensure that your content brings high value in the longer perspective.
Reinforce your SEO
Finally, it’s worth remembering that SEO is an ever-changing field. Therefore, even if your posts used to show good results in terms of SEO, the chances are that the trends, as well as target keywords, have changed over time. So, if you don’t repurpose them, your SEO loses its effectiveness.
Apart from this, there are also other, non-SEO-related advantages of content repurposing. Namely, the biggest one is the fact that it saves your team plenty of time since you don’t have to create new posts from scratch every time you need to publish something.
Repurposing Old Content: 3 Winning Tactics to Try
Now that you know about the core benefits of content repurposing, you are probably wondering what you need to do to start using it to your benefit.
In this part of our guide, we’ve collected some of the most effective strategies for you to look out for.
Republish and Syndicate
The most obvious and easiest way to repurpose your old posts is simply to republish them after making some relevant changes.
To do this, all you need is to analyze your existing content, pick one or a few pieces that were performing high, and think about what you can do to them to add more value or target them for other audiences.
To give you a few examples here, you could expand your old posts and add more valuable information, or you could update some facts, stats, and other time-sensitive pieces of information that might’ve become outdated. These are a few things you can do to add value.
When it comes to reaching a wider audience, one tactic you can rely on is content syndication. In a nutshell, syndicating your content means providing it to other websites, therefore, expanding your reach. For example, you can syndicate your old articles as guest posts.
Although visualization is most likely not something that pops up in your mind when you think of repurposing written content, this strategy is proven to be effective. The fact that the content you want to repurpose was initially delivered in the form of a blog post does not mean that it should stay like that. Instead, you can turn your posts into images and get the same great results.
One of the biggest trends in content marketing in recent years is infographics, and this is just the right format for recycling your old posts. According to stats, as much as 90% of all info transmitted to our brain is visual. Besides, studies show that people retain only 10% of the information they hear and 65% of the info they see. These numbers explain the high popularity of infographics in terms of marketing.
But wait, there is more. Infographics can boost your organic traffic by up to 12% and increase sales by up to 80%. Sounds impressive, right? Then why not use it to your benefit – visualize your old content and reuse it in the form of infographics to attract a new audience, boost engagement, and drive more sales.
Put It in Video
Since we are already talking about the benefits of visual content for the overall marketing strategy, it’s also worth noting that one thing that is even better than images is the video!
Studies show that people on average watch 16 hours of online video a week and, what’s even more, according to studies, 84% of people say that they decided to purchase a product or service of a specific brand after watching a video. This fact alone is a pretty solid reason to consider this content repurposing strategy and put your old articles into the video format.
Now, how can you do this? There are several options. For example, you can record YouTube videos based on the content from your articles. Also, you can record a whole online course based on the materials you have. And, finally, you can also consider arranging a webinar – it will help you attract new audiences, set yourself aside from the competition, and, at the same time, boost engagement.
Although content repurposing can save you quite a lot of time on writing new posts from scratch, it’s still a lot of work to do. To recycle a single piece, you will first need to analyze what you’ve got and identify high-performing articles. You will also need to audit the chosen post to define any gaps, inconsistencies, or outdated info, and, finally, you will need to spend time adjusting it.
But what if we tell you that there is another way to get the most benefit from your posts in the long-term perspective? If that sounds too good to be true, think again. It is possible if you focus your efforts on creating evergreen content – the content that remains fresh and relevant for the longest and, thus, keeps performing its function for years ahead.
The Bottom Line
After reading this guide, you should have a better idea of what content repurposing is, what role it plays in business, and how you can get the most of it.
We hope that each of you will find here the answers to the core questions to form a solid basis to start using content repurposing to the benefit. Keep in mind the tips from this guide and put them to practice to start repurposing your content like a pro and ensure that no work goes to waste.