Utilize Your Content for Better Exposure
Content marketing is a vital component of any digital marketing strategy. Logically speaking, the more quality content you create, the higher the chances of boosting traffic and increasing conversions. However, this is a real challenge as it is no easy task coming up with quality content---it takes a significant amount of time and effort to do this. As a result, marketers repurpose content to maximize results with less effort, so that companies can use the same content again and again, but present it differently.
Repurposing content involves taking your existing content and repackaging it to make the most out of what you have and maximize your optimization impact. Essentially, it refers to recycling your content and turning it into something new. That said, it is important to understand the concept of evergreen content--- that is, content that will stay relevant and valuable even through time.
Ideally, you should only repurpose evergreen content, as this is what will generate consistent organic traffic and several backlinks. in other words, content that is and will still be relevant for years to come.
Through this strategy, you can get the most out of your SEO efforts. Now, the big question remains - How can you repurpose your content?
Here are a few steps that you can take to get started on the process.
How to Select Content to Repurpose
Select Your Best Content
To start, look through your current content and see which ones have performed the best. Use tools like Google Analytics to determine this and then list your most popular content, whether it be blog articles or social media posts or others. After filtering out your best-performing content pieces, you can start thinking about how you may want to repurpose them. Typically, informative and data-heavy articles tend to be easier to repurpose as you can flexibly convert them into many other formats.
Update or Reformat Content
Two of the most common ways you can repurpose content are updating or reformatting existing pieces. For example, you can search for an evergreen blog post and add some new content or modify some sections to refresh it. After, you can re-promote the post to bump it up and attract new users. Alternatively, you can turn the blog post into a different format, such as a slideshow, presentation, or guide, and republish it on the same channel or a new one.
Create 10X Content
This technique involves creating 10X content, or content that is 10 times better than anything that currently shows up on Google searches. Do your research to see what is ranking and shoot for an improvement with your own content. In this day and age, the business landscape is more competitive than ever, so it is no longer enough to create “good” content. To deliver the best results, you have to come up with something that stands out.
Once you come up with your 10X content, you can then think of ways to repurpose it. You can segment the content into bits and pieces, and assign them to different platforms, so you maximize your optimization efforts without spending too much time creating content. For example, statistics can easily be used for short and captivating tweets that communicate big numbers, while blog post introductions or topics can be used for video content. Blog posts can also be used to create "teaser" social media posts with just enough information to intrigue your follower to click through to the blog.
Separate Lists to Create Individual Pieces
Listicles are common in journalism and blogging as they are effective in fleshing out information centering around a specific theme. Since they are usually short content pieces written in a thematic structure, they can easily be reformatted into individual pieces. You can easily pick out specific points and discuss them with more depth through a different format and channel. Lists do not always leave you with room to explain things with great detail, so you can separate your content into individual pieces. This way, you can come up with fresh content without the same amount of effort needed to make a completely new piece.
In summary, repurposing your content results in a variety of wins - less time required to develop, demonstrate deeper authority in your field, and touch a lot more followers optimizing the various platforms.
