How to Give Old Content a New Lease of Life
If you have dedicated time to generate interesting, helpful and popular content, it's a shame to just let it sit there in your archives going unnoticed. That's why repurposing content is such an exciting idea. You can breathe new life into old content and continue to gain value from your most popular posts. With repurposing, you already have a head start on the creation process – and the best parts of your content can be recycled to keep the momentum going on your marketing efforts.
Benefits of Repurposing Content
Time is a precious internet resource, which is why one huge benefit of repurposing content is the time it can save you in the content creation process. Put succinctly it allows you to create less and promote more. According to Derek Halpern of social media specialists Social Triggers, "you don't have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people".
There are several advantages of repurposing your content:
Get an SEO Boost: Multiple pieces of content around the same topic can generate additional opportunities to target a desired keyword. Plus, if you take your repurposed content outside your site, you can receive quality links back to your site with the added bonus of controlling the clickable text in a hyperlink, known as the anchor text.
Reach a New Audience: In many cases, your original piece of content may have only made a splash with one demographic group of prospects. Repurposing the content for different mediums allows you to meet an audience where they are. Multi-channel marketing in this way provides the content your audience is searching for, in all the places they search and so if they are likely to use Twitter or Facebook you know how to reach them.
Reinforce your Message: Repetition can be an essential part of making your message sinks in. Property buyers, sellers and investors are likely to need to hear your message many times before they consider closing a deal using you as their estate agent. Repurposing your content goes a long way towards keeping you at the forefront of your prospects' minds.
Gain Extra Authority: Publishing quality content in a variety of places on a single topic can help raise your profile in the real estate sector and teach others to regard you as an expert.
What Kind of Content Deserves Repurposing?
The first place to start to find content worth repurposing is your blog archives where you can review your history of posts with an eye toward the following:
Find your evergreen content.
You may be surprised by how much of your archived content qualifies as evergreen. The most important elements for evergreen content are timelessness and quality. This content is always relevant and usually ensures traffic to your site. Buyer guides, market analysis, articles about trends in interior design– these are the kind of content pieces that you can easily recycle and use again and again.
Review your most popular posts.
Check your site analytics to see what posts have performed best in the past month and the past year. When looking at your monthly report, keep an eye out for top content that was published before the start date of your report, like a January post topping the charts of your March content. You can then clearly see if your older content is outperforming your new content and not only repurpose it but also write new related pieces along similar lines.
See if you have more to say on a topic.
As you're browsing through your archives, be aware of any topics or articles that you might be able to improve on. Perhaps something has changed in the news since a post went live, or maybe you've learned new information since the last time you wrote on the topic.
Tips on How to Repurpose your Content
- Create new blog posts and articles as spinoffs from your most popular posts. For example, if you have a list article or 'listicle' that has been popular, break down each item on the list into a post of its own. Doing so allows you the opportunity to expand at length on different aspects of the original article, to flesh out things in more detail and add background information, tutorials and examples.
- The reverse of the list idea is also true. You can take a group of 5 to 7 related posts and collect them into a single summary post, with backlinks to the original source pieces.
- You can create a presentation including interesting statistics, relevant quotes and actionable advice in a slide format, offering an easy-to-read recap of your original content. Sharing these slides to a social site like SlideShare can provide additional opportunities for engagement. You can create slides easily with free photo-editing programs like Canva which has plenty of pre-made templates for things like social media images, blog graphics and presentation slides.
- Use your content to create infographics which are a great way of relating data or breaking up an article into the major talking points to generate interest. Creating infographics that provide the most relevant and timely information will increase the chances of the content being shared by others in the business. Programs like Piktochart and Visually provide the means for non-designers to create their own infographics.
- Create a Pinterest instructographic, the cousin of the infographic that has a very similar look and feel but with more of a focus on the how-to aspect. Pinterest is a popular place for content like this because it is visual and actionable. Any buyer guides or investor advice articles in your archives would provide a good source of content for an instructographic.
- Small content – either a single, in-depth article or a series of posts on the same topic – lends itself well to bite-sized chunks, which can be ideal for a daily email series. For example, this article makes several points that can be expanded on by adding a few more examples and images. The foundation is already in place for a 12-day email series on extending the life of your content.
- Write a guest post or two….or three or four! One interesting perspective on repurposing content through writing guest posts on other sites is the Hub and Spoke Method, which is best explained this way: View the original piece of content as the hub and your guest posts are the spokes. Just as on a wheel, these parts are connected, which means that your content on other sites will ultimately drive readers and traffic back to you.
Repurposing content can be a big time saver for content creators. It's a super hack with benefits for SEO, reach and much more. You may even find value in thinking ahead to your repurposing options before you start a new blog post or article. One story can lead to dozens of pieces of contents. So long as you focus on adding value to the original content, your repurposing efforts should be successful.