How to repurpose your content
Recycling. We all know its importance in playing our part in sustainability. But recycling is also a positive principle to apply to your content. We’ll cover how you can recycle your content to generate new ideas and get more mileage out of your time and effort.
Why recycle your content?
Content recycling is a great content marketing strategy. Repurposing your existing content can save you time and resources, increase your website traffic, and improve your SEO ranking. By reusing your content, you can reach a wider audience and reinforce your brand message.
That doesn’t mean duplicating your content across your site, though – this could have an adverse effect on your authority and ranking. Aim to repurpose, not repeat.
How do you recycle your content?
There are a few ways you can repurpose your content to create a cohesive brand message without either duplicating content or spending more time and resources than you need to.
Below are a some examples.
Update your old blog posts
Auditing is a great form of repurposing. You may have some old blog posts that bring in a lot of traffic, but are either poor quality or have outdated information.
These can easily be spruced up. Run them through Readable to ensure they are the correct tone of voice for your brand, that the writing is direct and that the readability score is high. Then audit the information provided in the post. Is there enough internal linking? Are you using terminology you don’t use anymore? Is all the information correct?
Editing old blog posts can sometimes be a better practice than writing a fresh one. So check to see if you’ve covered the topic previously before hitting ‘compose’.
Convert your blog posts into different formats
Your existing blog posts are a goldmine of shareable content. Perhaps you have some information in a blog post that would resonate more as an infographic. Why not create one using the already existing information and share it on social media? (And follow the previous tip to update the blog post?)
You could also easily adapt a blog post into a script for an informative video, since video consistently gets more engagement. Or you could pick out the key points and flesh them out into a longer-form eBook or whitepaper on the topic.
Adapting your content into different formats helps you reach different audiences that want different things. Don’t let your valuable content go to waste – repurpose it.
Content Ideation
With the above in mind, it’s easy to see how you could get more mileage out of that blog post. But the next time you’re ideating content, you could also avoid blank page syndrome.
Pick a topic you have already covered and look for angles you didn’t explore – rather than starting with nothing, you have a jumping off point. There are always new ways to look at things – by exploring another avenue, you can show your audience your creativity and deliver them value.
