As a business that wants to develop its online presence, you have to consistently publish content to keep your readers and target customers engaged with your brand. You need to come up with fresh ideas and turn them into content that will keep the reader’s’ attention on your page.
Quality content can help you get more traffic but to create the content takes hard work and time. While you struggle to come up with new article ideas, you sit on a goldmine of old content that is waiting to be revamped and presented again. We are talking about one of the most effective and evergreen content marketing strategy – repurposing. It is a content strategy that can put your most successful content to work again and again.
Why Is Content Repurposing so Important?
To repurpose your content means to extend its value and transform your message into a different form. It is an excellent opportunity to fortify your search engine ranking about a given topic and it allows you to reach a brand new audience that you couldn’t get to when you first published the content.
With repurposing, you’ll form an idea/concept that sticks into the audience’s minds longer. By viewing your message more the consumers will be more convinced of what you offer them as a benefit. So, how can you dust the old content off and make it shine again in a different light for your newest and loyal audiences?
If you’re into sitcoms, you’ve probably heard of the 80s hit comedy series called Cheers. In the episodes at the bar, an eccentric psychiatrist called Frasier Crane stopped by and was one of the most noticeable and certainly funnier characters in the series.
After Cheers stopped airing in May 1993, the producers already come up with a spin-off show called Frasier that started airing in September that year. The show had the recognizable character, now amplified and with the entire arsenal of his personality. Frasier was an instant hit sitcom that lasted 11 years!
Talk about repurposing! You can do exactly the same with your older content. Just take a single idea from your previous successful posts and turn it into an article. For example, let’s look at our article “Smart Ways to Effectively Conduct SEO Campaigns: 12 Tactics (Part 2)”
In the article, we wrote about guest blogging as a tactic for improving your SEO. In one of our recent posts “How to Implement Guest Blogging into Your Inbound Marketing Strategy” we expanded that topic further and now both articles bring us a big amount of traffic.
2. Create Infographics
Infographics are a concise version of a longer article. In essence, it’s like trimming the fat from your long-form content. For example, last year we wrote a post called “10 Actionable Tips to Make Social Media Work for Your Brand.”
A couple of months later, we successfully turned those tips into an infographic.
As a result, our readers can choose whether they like to read the entire version or just get the trimmed visual version. Again with this, we get targeted traffic from both links.
If you publish articles on regular basis, you probably have a lot of blog posts to work with. See where you can extract more data and tips to convert them into a visual. By repurposing content into an infographic, you also increase your chances of conversion rate because of the nature of the visual content.
3. Republish Your Content
If you have a quality piece of content, you can republish it on different platforms besides your own website. When you republish your content on another website/platform, make sure that you consider the following:
- Canonical Tags – This tag tells Google that the content is republished – a replication from the original content. By providing canonical tags, the bots that crawl the page will connect with the original version of the article and in turn provide the “link juice” to the original page.
- Include Links – Make sure that you include links that lead back to your page at the beginning or at the end of the article. Your new readers need to know where to go if they want to read more of your content.
There are hundreds of websites where you can submit your content for republishing, but you just like in guest blogging, you need to aim for authority. The most respectable pages that receive content submissions are:
- Social Media Today
- Business Insider
- The Next Web
- Huffington Post
As a rule of thumb, try not to republish every content piece that you wrote. Instead, submit your top-quality and best-performing content. If that content performed well on your blog, chances are it will fare well on another page too.
Another good tactic when you submit content for republishing is to alter the title. This will not only help your posts to stand out but you can also attack different keyword search phrases with just one piece of content.
If you’re allowed, you should also include CTAs and internal links in your republished content piece. This will provide the readers with a chance to learn more about your business, products, services and other content that you have on your page.
4. Create Guides
Do you have numerous blog posts that chronologically educate readers about a given topic? If you do, you can combine them and create a guide or an ebook about it.
Let’s take a look at some of our articles on WordPress:
- 7 Reasons Why WordPress Perfectly Complements Enterprises
- 7 Reasons Why WordPress Is The Perfect Platform For SEO
- 21 Tips For Building an Accessible WordPress Website
- How to Use WordPress to Make Your Startup Look Professional on a Budget?
- The Complete Action Plan for Building and Growing a Professional WordPress Website
- WordPress for Ecommerce: 10 Things You Need to Know
- Custom-Tailored WordPress Themes vs. Premium Themes
- The Smart Way to Choose Your WordPress Plugins
- Interactive Guide: the Definitive Guide to Securing Your WordPress Website
- 6 Reasons Why Your WordPress Website Loads Slow
- Fixing WordPress Errors? It’s Easy If You Do It Smartly
- Remarkable Websites: WordPress Maintenance Can Take You There
If we take all of these posts and merge them into one “Complete WordPress Guide” it would turn out to be a massively valuable e-book with guidelines and best practices right? We can promote the guide as a content upgrade, on our landing pages and give it away for signing up for our newsletter.
Merging articles into a guide is one of the best ways to recycle older content and create an evergreen piece that will last longer.
5. Develop Case Studies
One of the goldmines of content is your internal work data and results combined with a topic from your articles. For example, we wrote numerous articles about e-commerce businesses and marketing on our blog:
- 8 Cost-Effective Lead Generation Tactics For E-commerce Business
- Social Media Strategies For E-commerce to Boost Your Lead Conversion
- 4 WooCommerce Design Tips You Should Know
- [Infographic] Why Should Your E-commerce Site be Optimized
But, we don’t only educate E-commerce businesses, we actively work on improving their marketing and conversion rate, as well as on their websites and online presence. The insights of our work are an excellent source to provide more insights about our clients’ successes and on our scope of work in the form of case studies.
This is an example of a case study that we developed after working with our client Tyche Softwares.
6. Create SlideShare Presentations
SlideShare is a platform that can host documents, images and other files for your presentation. A presentation is an assembly of elements/slides. Each of those elements should be a complete thought about a given topic. This is an excellent way to create interactive content from your successful articles/case studies.
To repurpose your content into a good SlideShare presentation, you’ll need the following steps:
Find an evergreen piece of content that you’ve created.
- Just like you use an outline to write a content piece, you need to outline the main points of your evergreen piece.
- After you define the main point of your content, you need to look for images and graphics that will support them.
- Create your slides by using PowerPoint in 16:9 format/resolution.
- Add your own logo/brand personality to your presentation.
- Save the presentation as a PDF file, which is perfect for SlideShare.
7. Utilize Quora
Quora is a question and answer platform that is rising in popularity and users since its start back in 2009. With hundreds of thousands of topics, questions, and answers, the platform essentially is a content marketing goldmine. There are a few excellent ways to repurpose your content using Quora as a platform and as an inspiration.
To begin with, you search for questions that your articles can answer. Once you find them, you can repurpose your articles in the form of answers and link back to your website for reading more about the topic.
Quora can also host your own blog on the platform where you can republish your articles. Your Quora blog posts will reach to the relevant audience if your post is relevant and perfectly answers the question whose answer is searched for.
In fact, Quora is such a content marketing paradise that our CEO and Chief WordPress Architect, Mario Peshev who is a Top writer on the platform with over 1.8 million answer views that he uses it for his Most Effective Content Marketing and Repurposing Strategy. Learn more about how he executes this successfully from his video below:
8. Turn Content into Videos
The consumption of video content is on a constant rise. It is a memorable and more digestible content than a long article or a case study. Today, creating video content is not that expensive as it used to be. You can use your smartphone and record yourself anytime, anyplace. Yes, having the best camera and microphone have their perks, but they won’t be effective if you don’t know what your video is about.
Just like in the other repurposing strategies above, to turn content into video, you have to look for an excellent topic from your older articles. You can start with some of the best performing content from your blog. This is because you already know that your audience loved the article, and now, you give them an opportunity to rediscover the content and reach a new audience by creating a video about it.
There are three important rules that you must abide if you want your video to stand out from the article:
- Have a Personality – In other words, be a human. People love to see humans, it’s been that way since we are born. So, if you can’t record them yourself, you need to have a person that can explain the topic in a fun and engaging matter.
- Quick and Digestible – Instead of rambling about every topic of the article/case study that you’re repurposing into a video, you can explain it concisely and educate the viewers at the same time. This makes the content digestible and shareable at the same time.
- Have a Key Point – Examine your content’s key points. If these are the ones that bring the most insights and value, then you need to expand about them in your video. If they’re broad and it takes a longer time to explain them, you can do a separate video just for one key point.
The benefits of content repurposing are clear – you develop content formats that are an amplified version of your previous content and get more viewers and conversions for your brand as a result.
By repurposing and creating valuable content that can be repurposed, you can develop quality content pieces for every platform and for every occasion of your target audience. So give your content a new life by starting with one of the ways above. Leverage the platforms for more exposure and reap the results.