When it comes to optimisation, one of the things that is stressed the most is content.
Unique, valuable, trusted content.
But with each post, it sometimes gets harder to think of something that’s unique. Especially when industry competitors are putting out similar content to you.
There’s nothing wrong with repurposing content – but only if it’s done the right way. For example, you could repurpose your most popular written blog into an infographic. It may even reach newer audiences by using a different creation method.
Here’s some information on what repurposing is. Along with some general do’s and don’ts of repurposing content.
What Is Content Repurposing?
Content repurposing is a marketing strategy of re-working already published content into different formats for consummation. It doesn’t have to be the whole piece either, it could just be a specific part.
Re-imagining content, content recycling, reusing, and remixing are all synonymous. They all refer to the same thing: repurposing content.
The Internet has expanded content use and purpose, both marketing and entertainment wise. Through many different demographics, too. We have blogs, podcasts, articles and journals, infographics, and many other digital content creations.
When we repurpose our content, we’re making efficient use of our time. It’s not cheating or laziness. Life happens and sometimes we have to prioritise things other than work. So repurposing is good for cutting down the workload whilst still keeping great, optimised content.
4 Do’s of Repurposing Content
If you’re going to reuse content, here’s what you should do.
1. Start with Evergreen Content
Evergreen content is continually relevant to an audience. Search traffic grows over time, even long past the publication date.
This content has generally been optimised for search engines – that includes keyword optimisation and related links. Maybe polish it a little if it’s a few years old.
2. Platform Appropriate
At this stage, you’ve taken that old blog post and repurposed it into a few new assets. A tweet, a relevant podcast, an infographic. All great options.
But they won’t all be published on the same platform. An infographic would be good for Instagram or LinkedIn, a podcast good for YouTube or Spotify.
A long written piece isn’t going to be suitable for Twitter – it needs to be limited to 280 characters. But it can’t lose it’s purpose through that limitation so it needs to be thought of in advance. Something great for a tweet may be quick tips or statistics.
3. Rework Older Content
The older the content, the more likely it is to need refreshing. Old statistics and outdated technology are the first things that would need to be updated.
Things that were relevant at the time of writing may not be anymore. They’ll need to be reworked so that they are accurate and time-appropriate.
Maybe that old blog post was well optimised at the time but not now. If you publish old, unedited data that is no longer time relevant, it’s not very reliable of you. Your readers/consumers should be able to trust the information you’re providing. That’s how you build your audience.
4. Tone Appropriate
Not all content is the same. Even if it’s the same information, different creations may require different approaches.
That incredibly tech-y and formal article is not always the best approach for a blog. Unless that’s your specific audience. If we were to use the same content from the article for a blog, the best approach is a casual style with simple language. A style that everyone could understand – not just those specialising in that industry.
But to drive more traffic and reach newer audiences, you have to be all-encompassing.
Not just for similar content, either. Different content definitely requires diverse approaches. Shifts in writing style and tone may be necessary so some rewriting may need to be done.
4 Don’ts of Repurposing Content
Just as most things do, repurposing content also has things that shouldn’t be done. At least not if you’re looking for the best outcome.
1. The Purpose in Repurposing
Why would you rework content that suits no one? It would be a waste of time and efforts.
Every piece of content you create should serve a purpose. It should answer to at least one of your consumers.
Even if it’s repurposed, you could rewrite the description, the title, or the call to action (if it’s a written piece). If it doesn’t satisfy audience needs, it won’t gain traction. Therefore it would be a pretty useless piece.
2. Underestimating Time for Repurposing
Just because you have all the content already does not mean that it won’t take time.
Things will need to be rewritten – new titles, updated statistics, updated contact details. And that’s not all. On top of re-editing work, you’ll need new promotional emails and other materials that you had before need a refresh.
We recommend autoresponder emails. That way, you only have to create them once and it’s done. Don’t know how to set one up? Don’t worry, we just recently covered it in a blog post.
3. Ignoring Original Context
It’s not beneficial to ignore the context of the content posted. Recognising context helps to avoid any ineffective posts. (And those silly ones, too!)
That post you made last year about a new client? Repurpose it by positing it as a throwback and include a link to their newest work.
4. Control C + V
No copying and pasting! But isn’t that essentially what you’re doing when repurposing content?
No. We are recycling old content but we are not straight up copying and pasting it. The work is being re-edited and updated.
It’s bad online etiquette to copy and paste others’ work. It works the same for your own, too. It comes across as lazy and unbothered. It’s also not great for optimisation.
Always, and we mean always, make sure the content you’re remixing has got a new do. An update to keep it relevant.
For over 10 years, GrowTraffic has been delivering SEO services. I think it’s safe to say that we know what we’re talking about.
Plus, we’re an award-winning agency.
Contact us if you’re interested in starting or improving your SEO?
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