Content marketing plays a critical role in pretty much every business in every industry even more so today. If you’ve been in business for a while, you probably have a stockpile of content that you’ve created over the years.As content ages, it starts to collect dust — it’s out of date, tactics change, it’s buried deep in the archives, and it’s not doing anything for your business. Not only can repurposed content increase your traffic 300%, but it’s an easy way to get more ROI out of what you already have.If you want to save time on content creation and draw new traffic to your site, do these 7 things.
1. Add New Information to Evergreen ContentSome content never goes out of style. Many businesses have created foundational content that provides readers in-depth information on their industry, and this content can continue to be useful for years. But just like anything that’s getting up there in years, it sometimes needs a refresh to regain some of its old sparkle.Refreshing content and republishing anew, with an acknowledgement that it’s been updated to reflect the latest on the given topic, is one of the quickest and easiest ways to repurpose your old content. This allows you to hang onto any goodwill that particular link has garnered in terms of ranking over the years, while introducing it to a whole new audience and allowing it to generate even better standing in search results.
2. Incorporate Media into Existing PostsBlog posts can get boring after a while. Reading through one after the other demands a lot of focus from your audience, and today’s consumers are looking for new ways to engage with content.Video has become hugely popular of late and can add a lot of visual interest to existing pages. Plus, if someone’s unable to read through an entire blog post, they may have the time to watch a quick video that provides a summary of the information in the post.You can incorporate other forms of media, too. Infographics are a fun, eye-catching way to repurpose your content.
3. Turn Video Content into a Blog PostCreating content takes a lot of time. You need to put together a thoughtful strategy and build your content calendar around that. Then there’s the process of actually making the content itself. Blogging involves research and revision; video and podcasting means you need to adopt production skills and be able to edit video and audio.If you go through all the trouble of creating content in the first place, why not get as much mileage out of it as possible?You can even take it a step further by using the audio from that video and transform it into a podcast episode. Suddenly, your one piece of content has multiplied into three. And that provides more opportunities for you to reach your audience through the medium that works best for them.
4. Create Social Media Friendly ContentSocial media is a vital channel for businesses of all sizes. You can take content you already have, and repurpose it in different ways for social as long as it aligns with your overall social media strategy.Your existing blog posts are packed with social media gold. Pulling snippets from your blog posts are a great way to quickly develop social media friendly content AND drive traffic back to your website. You can do things like:
- Make a twitter thread pulling important points from a blog post
- Create micro-blogs on Instagram by sharing snippets from in-depth blog posts