“Content is King” is a phrase you may have heard countless times, but what does that mean to content developers?
Do you always need to publish new content every day?
Not every business requires that level of content at scale.
In addition, not all content is evergreen and some of your blog posts will age poorly. That, however, does not imply that your work has gone in vain or that you should scrap them.
In this post we will discuss:
Revitalizing earlier posts can help them perform better for SEO, while repurposing existing pieces can help you further promote where your customers are spending time, without having to create new content.
A word of caution: do not immediately reuse your work. Replicated content can result in an instant SEO penalty and damage your image in the users’ eyes.
Hence, instead of merely repeating the stuff you have previously written, you may change it in various new ways.
This article will tell you how you can reuse and repurpose your previous content for better SEO.
But first, let’s discuss what repurposing your content is and why it is beneficial for search engine optimization?
When you publish a blog post, you have a particular objective and audience in mind, but these might alter over time.
This is where repurposing can help. Repurposing material entails adding to or extensively altering existing content to offer additional value
Its term may appear ambiguous, but that is because reusing content may take numerous forms.
Moreover, your repurposing effort may increase the value of your content by getting to a new audience, offering fresh ways to reinforce and alter your message to fit the current atmosphere, and so on.
By reusing your content in this manner, you may reach those that you may have missed the first time. Meanwhile, repurposing saves time as you do not have to write new content from the beginning.
With that said, most marketers aren’t entirely armed to benefit from reusing content. As per this report, one-third of marketing leaders have not systemized or automated their content repurposing efforts. Additionally, almost 3% of them did not even believe in reusing old content.
SEO is a difficult task since search engines consider several factors when determining the results of a search. Repurposing content, luckily, benefits your SEO in a variety of ways.
For starters, it enables you to use your money correctly and attract a larger audience. For example, assume your previous blog article was generating a lot of traffic, and you made an infographic and a movie based on it.
As a result, you have increased your real traffic with a small expenditure of money and time.
Second, reusing your content enables you to provide the quite latest update record for the content.
Third, whenever you recycle your previous posts, you can apply your SEO expertise to good use. Some keywords may have been effective when you created the blog, but they are no longer.
You can redesign the blog to attract more recent keyword data. All of these benefits added together can make your repurposing efforts worthwhile.
Following are the ten ways to repurpose your previous content:
As much as possible, our content must be “alive.” It implies that you upgrade prior content with the new information when you gain a sharper or more full picture of reality.
However, it is not so much about repurposing as it is about putting things back into relevancy by taking a fresh, more in-depth look at them.
Others may have felt the same thing you did when you first thought a given SEO approach was excellent and effective. So returning now, after further research, and providing a more sophisticated system may benefit others too.
On the other hand, it may also assist those new to the topic and did not get the opportunity to view the original comments and the post that surrounded it.
Many people love when others are speaking. However, they do not have enough time to tune in to any channel to do it. So, using your old content in podcasts is an excellent way to share the information with your targeted audience.
Podcasts are basically the TiVo version of a radio show, but they can be enlightening and informative. Secondly, people do not have to listen to them at a specific time; they can tune in at their feasible time.
In terms of ease and accessibility, that final element indeed strikes a sweet spot: how many videos/articles can you watch/read while doing house chores, exercising, or driving?
As long as you maintain a certain degree of technical quality, the serial form can also allow you to explore new pathways and experiment with form and content.
Even unexpectedly, if several tries fail, listeners frequently return to a Podcast they enjoy once the first draw is created (much like a TV program, not every episode will be excellent, but you will always prefer watching the show).
If you enjoy churning out massive volumes of data in the hopes of discovering beneficial trends that will guide your decisions, there is repurpose value in studying that data. Indeed, you may be more fascinated by the quantitative element, but a more qualitative approach may teach you a lot (particularly for others).
Attempting to explain why certain things happened concerning effect and cause can be pretty satisfying and an exciting mental exercise.
Of course, an exceptional case study is less conscientious than a formal one, but it is also more creatively tricky. If done correctly, it may bring you an equivalent amount of popularity.
Let’s suppose you have written an article at the end of 2021 forecasting what changes you will see in 2022.
You will have all the facts and figures for 2022. You can now highlight the old information and post an update.
Moreover, in your new article, you can explain whether the predictions you made were right or wrong, why they are proven wrong or right, etc.
It is pertinent to mention here that you cannot only use these updates for predictive articles; you can add an update to any content whose situations have changed.
This is a suitable method for any content with a series of facts or a sequence of practical tasks. The infographic will be more effective if the source material is denser.
You can take the help of a professional designer to develop the infographic from the start utilizing material you have previously gathered and then publish the infographic as a separate article.
Then, duplicate it on social media, drawing more attention to both the original content and the new one, and realize the rewards of improved exposure and additional backlinks.
This is incredibly useful for items that are short and quotable. First, take a peek and see if you can locate content with a lot of segmentation potential.
Then, please take a few crucial lines from your content and utilize them for social media activity. You may even refer back to the old article to rekindle attention in the entire piece and elevate the item to the front of your site to do the same thing.
You are not restricted to merely producing a new article that summarizes or builds on your prior one. Alternatively, you might repurpose your original piece as an anchor chapter in a more extended ebook or whitepaper.
You will also need to adjust your article to suit based on its length and intricacy. It will require more effort than merely utilizing the content to write another piece.
Still, the additional advantages of getting an ebook in distribution will compensate for that extra effort.
Some other idea stems from the impacts of the original material rather than the original content itself.
Look through your content vaults for a particularly engaging item and see what kinds of responses it elicited.
Were there a lot of folks asking the same sort of questions?
Were they able to provide intriguing counterpoints?
Use those remarks to spark an innovative idea piece, which you may then create as an individual study or as a sub-part to the previous article, whatever you find appropriate.
Interesting data, relevant quotes, and practical advice may all be used to create excellent slides, and the finished presentation can provide a brief review of your quality content.
Moreover, posting these slides on a social platform like SlideShare can open up new avenues for participation.
Another alternative is to construct a new artwork that combines some of your previous efforts.
For instance, a dentist SEO client might create a list of “Our Top Ten Pieces on Healthy Teeth,” which includes titles, URLs, and a summary of your most popular content from each genre.
As soon as the descriptions contain new textual content, Google and its users will recognize the post as unique, yet you will not have to do much work to bring everything together.
In addition, you will quickly increase traffic to some of those long-forgotten hidden treasures.
The content creators can save their time by repurposing the old content. It is a fantastic hack with advantages for reach, SEO, and more.
You could even find it helpful to consider your repurposing possibilities before starting a new article or blog post. For example, a single narrative might inspire hundreds of pieces of new content and ideas.
Moreover, your repurposing efforts should be effective as long as you focus on adding to the value of the content.