Creating new content is an exhaustive and time-consuming process. And when you’re a content marketer, the pressure to produce streams of interesting material is relentless. Luckily, reusing old content is not the taboo it was in our school days. While a direct copy-paste from your archives is unlikely to get you more than a few raised eyebrows, there are several creative solutions for repurposing content that will save you from having to produce brand-spanking-new stuff every day of the year.
Not everyone in your audience is going to see everything you post on your social media accounts. Between Facebook’s affinity score and Twitter’s continuing efforts to show the “best” stuff first, it sometimes seems a miracle when content is viewed on social media at all.
So if you’ve posted what you feel is a quality piece of content only for it to get buried on social by the latest viral hit, don’t be afraid to push it out again. Change up the language and imagery of the post to keep it from looking too repetitive for the smattering of followers who don’t have much going on in their feeds. Likewise, if a particular piece of content has done very well in the past, feel free to share it again. Keep in mind, re-posted content needs to be evergreen – just because your Christmas-themed blog post did really well in late December doesn’t mean you can repost in come the end of January. Your followers will not be amused.
Quality content takes a lot of work – researching, drafting, editing, styling, etc. Don’t let all of that hard work go to waste on just a single piece. If you have a chucky, information-rich content item, there are several ways you can repurpose it into brand new formats.
Consider the following options for transforming one beautiful piece of content into another:
- Turn lengthy, graph-laden reports into easily digestible and sharable slidedecks
- Take a data heavy blog-post and create one or more infographics
- Turn a blog-series into a downloadable e-book
- Record your e-books and create podcasts
- Take a how-to guide and turn it into a YouTube video
There are plenty more – get creative!
Depending on the style of content you’re creating and your target audience, there are countless options for repurposing old content. Just consider your buyer persona – what kind of content formats are they going to like the most and how can you use your current content bank to deliver that to them?
Content gets out of date easily, especially if you’re writing for anything in the digital sector. Update your old posts, e-books, slidedecks, etc, to keep up with the times and push it out again once it’s nice and current. You should also consider rewriting older blog posts whose quality may not be quite up to scratch. If most of the research legwork is already done, your job will mostly be to ensure the format, tone, and language are all spot-on. This is especially important for topics and keywords where you’re achieving particularly good search engine results. The last thing you want is to be ranked #1 for a term but link to a page that’s only half as good as it could be.
I’m often slightly surprised when I dig through blog analytics to find which posts are the most popular over time. Sometimes, the results are simply not what you would expect! If you have a post that really hit the nail on the head in terms of both content and SEO, not only can you re-share it and repurpose it, you can also make the post work even harder for you. Add strong calls-to-action both within and at the bottom of the post to take advantage of all that lovely traffic it consistently brings you.
Don’t have any content to repurpose? For an exhaustive manual on how to get started on your own content marketing campaign including how to strategize and brainstorm ideas, download our Ultimate Guide to Content Marketing.