Repurposing content is something marketers need to utilise to take full advantage of all of the work produced. Your audience will digest content across numerous platforms, which are naturally presented in different ways.
It’s tough trying to create fresh content regularly and if you’re not repurposing the content you have already produced it can feel like a never-ending cycle of trying to get into a new creative flow.
What is content repurposing?
Repurposing is taking pieces of content and recycling them into other types of content suited to each platform. This is so you can post the same content numerous times to reap its full benefits without being too repetitive and also reach new audiences who absorb content in different ways, without the content losing its original value.
Why repurpose content?
There are many benefits to repurposing content. Targeting new audiences calls for considering how a new audience might consume your content and in which ways work best for them. Some might prefer digesting ebooks while others enjoy listening to an audiobook or podcast. Formatting your content in numerous ways can appeal to a wider group of people.
Old content doesn’t have to pass its sell-by date. If the information is still relevant, finding content from years ago and repurposing it for the present day is a great way to create fresh content without the additional effort. Both time and cost-effective.
That being said, when you put a lot of time and effort into creating content that you are proud of it feels a shame to let it go so soon. A huge benefit of repurposed content is that it ensures that readers who may have missed the content the first time around will have a second chance to see it.
The benefits for SEO
Repurposing content is beneficial to SEO for numerous reasons. Older blog articles that are optimised to keywords that were once popular but have now decreased in value may need reworking with a newer and better keyword. Blog posts that naturally bring in a lot of traffic can be further adapted into other pieces of content such as infographics, boosting organic traffic further without additional time or money.
Types of content to repurpose
Evergreen content is content that will always be relevant regardless of the time frame. It is content that will always attract a certain level of attention and traffic no matter how long ago it was written. Focusing on evergreen content is essential because it is so valuable to your business.
Analysing data will give you a clear understanding of what your most popular posts have been over the years. If still relevant, these are great articles to repurpose either into other types of content, update the post blog itself or both.
Outdated posts are something that you can either repurpose or remove entirely. There is no use reformatting content that talks about old products or services you no longer sell. That would be the type of article that you are better off deleting from your website. On the other hand, If your outdated content is mostly evergreen, except for a few outdated mentions, it is worth taking a second look at.
How to repurpose content
Email newsletters can be adapted into articles, just like articles can be shortened into email newsletters. All of which can also be cut down into numerous social media posts for every platform. It’s a simple process that can gain incredible results when done correctly. Keeping the types of repurposed content in mind will help you decide which content is best to repurpose and which is best to leave behind.
Creating content doesn’t always come with a guaranteed audience of readers, no matter how appealing it may be. Content that provides enjoyment and fulfils a business goal is essential. Repurposing that content is a whole other world to unlock.
Get in touch with us today to discuss how repurposing your content can help with SEO and marketing in general.