How to Repurpose Your Content for Website, Email, & Social Media
Repurpose Your Content for New Marketing
Have you ever wondered how to repurpose your content? If you haven’t and you have a large archive of content built up, you are missing out on a lot of opportunities.
At the beginning of building your website, blog, or newsletter, you probably felt a constant drive to create new content. Whether you wrote the content yourself or hired writers to do it for you, making fresh content with the right appeal for the audiences that you were trying to reach was a key part of your marketing strategy.
Even if you’ve built up a stockpile of content, you probably still feel that drive to make fresh content, but you may not realize that you now have a great resource to help you keep your site fresh, relevant, and reaching new audiences without having to come up with as much new content.
Advantages of Repurposing Content
- Pull old content out of the archives. You’ve worked hard on your content or paid good money for it to be written, so why should you let it linger in the archives? By repurposing content, you get to use it again to appeal to a fresh audience.
- Save time and money. Using old content means that you save money making new content. Making the most out of every piece of content that you have will make the most of your precious resources.
- Maintain brand. As time goes on, we may find ourselves wandering from our original voice and goals in content. There’s nothing wrong with some evolution in your brand, but it's important to maintain consistency as well. It’s a good idea to take a look at old content and find ways to connect the dots with your new content.
- SEO boost. Repurposing content means that you get to add a lot of important keywords to your content without a lot of effort. If your repurposed content is for offsite use, you’ll get great links back to your site and have control of the anchor text.
- Show yourself to be an authority. Publishing your content in a variety of places can help to solidify your status as an authority on the subject.
- Find new venues. An infographic may excel on a social media platform where a word-heavy post would have flunked. A video or podcast can extend your content beyond readers online.
What You Need to Know to Repurpose Content Effectively
Which Pages and Blogs Are Your Big Hitters
Take an inventory of your individual pages and blogs in search of evergreen content. Evergreen content remains relevant as time goes on and it is very high quality so it keeps getting traffic. Using your site’s analytics, find out which posts or pages have done well, especially those that were doing well months after they were published.
Your Audience and Your Potential Audience
Take an inventory of your individual pages and blogs in search of evergreen content. Evergreen content remains relevant as time goes on and it is very high quality so it keeps getting traffic. Using your site’s analytics, find out which posts or pages have done well, especially those that were doing well months after they were published.
What is Being Published in Your Industry
What are your competitors’ publishing? What do you like and where do you see a need for improvement? Understanding what is being published in your industry will help you see ways to adapt your current content to compete successfully.
How to Repurpose Your Content for Website Pages and Blogs
If you have a blog or page that is doing very well, why not build on that page’s success? Extend or reformat content so as to create new content with the same successful content and keywords.
Extend
Have a short post that is doing great? Extend the major concepts into spinoff posts or make a longer pillar post. Is one of your listicle style articles attracting lots of attention? Make individual posts for each of the list items.
Not only will this be a great way to produce more content that you can expect to do well, but it will give you opportunities to crosslink in between the content.
Reformat
Do you have a popular post that is primarily paragraph-style content? See if you can reformat the content into a list, bullet points, etc. in order to freshen and change it. You can even change a piece of paragraph-style content into an infographic that will pair well with the current article and also serve as a self-standing piece of content that can attract clicks back to your site.
Content can even be repurposed into a hands-on guide. If you already have a blog post explaining in general how to do something, add how-to steps and perhaps some diagrams and turn the content into a practical guide.
Update
Even content that is nearly evergreen can use updating every now and then. Perhaps a new product has come out that should make it into a top ten. Maybe the best advice on a subject has had some changes. You might have some new articles that ought to be linked-to in older material.
Whatever the reasons, updating older content can help it to score better in search engine rankings, make it relevant to today’s readers, and give you a chance to update keywords and internal links.
How to Repurpose Your Content for Email Campaigns
Email campaigns remain one of the most effective ways to connect with your audience. Nearly everyone has email, so even customers without social media can be reached with an email campaign. Newsletters allow you to connect with your audience and offer special deals and incentives that will make them more likely to purchase your products or services.
Email campaigns are a wonderful way to reuse the great material that you have in your archives. You can write a new introduction and tweak the existing content to be relevant to a newly emerging topic or a specific audience. This can be a great way to stay engaged with your email newsletter recipients without having to write a lot of new content.
How to Repurpose Your Content for Social Media
Whatever you write for your blog, website, or newsletter, the content should make an appearance on social media as well. Social media is an excellent way to reach your audience, extend your reach to new potential customers, and increase traffic to your website.
If you are struggling with how to repurpose your content for social media, it's important to remember that you don’t want to put all of the content in the social media post. The goal is usually to encourage readers to click into your website to read all of the content.
The social media post should be an interesting teaser. You want it to encourage readers to click into your website to read the entire article and share the post with others.
Other Ways to Get Your Content Out There without Writing Fresh Content
Once you start to think about it, you may be amazed by just how many ways your writing can be recycled into brand new content that can improve SEO, increase views and follows, and drive sales. These are just a few of many ideas for using old content to drive new traffic.
Guest posts
You can’t recycle your exact content into guest posts, but by rewriting content in a fresh way, you can direct traffic to your site from another site and increase your SEO at the same time with guest posts.
This is an easy way to get a presence on other sites since you won’t have to do any brand new research. Guest posts have a range of benefits for you, from developing a positive relationship with other sites to establishing yourself as an authority figure and giving SEO a boost.
Podcasts
People can’t spend as much time reading things online as they’d like to. Podcasts are a great way to bring your content into time that people can’t spend reading, like when they are driving or cooking. More people listen to podcasts than before, and the numbers seem to be growing.
Simply reading your content is unlikely to make for an engaging podcast, but by having some fun with your content in making it audio-friendly, you can recycle much of your content into a brand new form that will reach people during times when written content never could.
E-Book
If you have a lot of high-quality content at your disposal, you may consider converting it into an Ebook. An EBook can be a great additional form of income, an incentive for newsletter subscriptions, or a marketing tool. You may also find that making an EBook with your existing content will help you to find holes in your content that you hadn’t noticed before.
Perfectly Optimized Can Help You Repurpose Your Content
It has been hard enough for you to build your content, but the thought of repurposing it while continuing to create new content and run your business may be overwhelming. Perfectly Optimized can look at your existing content from a fresh perspective and use it to create new content that can extend your reach, increase your SEO, and reach new audiences. Call us today to discuss your goals with repurposing your content!