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The Importance of Repurposing Your Content

Have you ever had a blog post, or a certain webpage receive more traffic than others? 

Maybe the post contains  common search terms, such as topics and keywords that many use in everyday language, which led them to you, your business, or site. When you revisit your top-notch content, reworking it to make it seem like a refurbished car will drive traffic to your site. 

What exactly, though, is repurposing content? Well it is the practice of reworking the parts of present content so you can boost that content’s reach. For instance, this repurposed content could take on a new format such as a blog post or infographic. So why should you care about repurposing your content and not just completely scraping it all to start anew? Well, let’s get into why and how you should go about repurposing content, so it benefits you in the long run.

Why You Should Care about Repurposing Content 

Simply, why should you, yes the person reading this care about repurposing content

First off, you should care about repurposing content because it can help your content reach a wide audience. Let’s say that the piece you want to rework brought in a good amount of traffic to your site--  well what about if you created an infographic, video or short form piece from it? 

In doing this, you can boost your organic traffic with very little investment of time and money. Furthermore, repurposing content allows you to give content a more fresh, updated look and appeal to your audience. 

And when you repurpose your old content, you have a chance to put your SEO knowledge to good use, such as using certain keywords that may have not been relevant when you originally wrote it to boost your search rankings. The overall benefit you get from repurposing your content is it makes your content much easier to scale, as well as putting your content in front of a completely new audience. 


Know Your Purpose 

When repurposing your content, you will want to know your purpose as to why you want to and how you would like to go about giving that content a new life. 

For instance, do you want your repurpose content to either reach a new audience, or put content front and center that they may have forgotten, or to make the most of your content or marketing efforts? 

You should also take this time to look into your Google Analytics to see what content has performed well over time. Furthermore, do you have content that is evergreen or largely relevant? If so, look at how you may want to make a game plan to rework those pieces of content. 

Keeping this all in mind, what purpose do you want your content to serve-- do you feel it would best be represented by a video tutorial, guide or newsletter? Ultimately, you should think about the purpose behind and go forward with what will best serve your audience. 


Audit Existing Content 

In the process of repurposing your content, you will want to audit existing content

A content audit is a step by step process where you look at and see how all the content on your site is performing. By the end of this audit, you will see where the strong and weak points of your content strategy are, and how you can adapt your repurposing content to plan to meet your current goals. 

The first step you will want to take in auditing your existing content is defining your goals and metrics, which is how you want to go about boosting your SEO, audience engagement, and conversation rates. 

The second step is to take inventory of your content and  find the content you want to take a deeper dive into, such as internal content like blog posts or landing pages. From there, you should catalog your content, noting where your content is excelling or stagnating when it comes to the buyer’s journey. 

The third step of your content audit is collecting and analyzing data, which can be done through either your Google Analytics or Google Search Console accounts. Do not forget to ensure your accounts are linked, or have a tag on your site so data can be collected. 

Next, in the fourth step in your content audit process, you will draw up an action plan that puts first your actions relating to your content marketing strategy goals. In this step, you should focus on how you can best reuse, rewrite, expand, and update your call-to-actions (CTAs) in your content.  

In the fifth and final step, you should fine tune your content marketing strategy so you can make the most out of repurposing content. 


Find Evergreen Content 

Finding evergreen, timeless content plays a crucial role in repurposing your content. 

Evergreen content should offer the reader an expert point of view on a topic and reflect the latest developments. When we talk about evergreen content, we do not mean just previous content you wrote, but content of yours that maintains its relevance, keeps bringing in traffic, and bringing in engagement. 

When you look for evergreen content, make sure it is unique and authentic, uses different formats and visuals, puts yourself in the reader’s shoes, and is timely

Once you have found the evergreen content you want to repurpose, you should update statistics, keywords and examples; along with sharing your journey from then to now and using video to quickly and effectively share your content

It may not take much time to find evergreen content, but you will want to take your time when it comes to repurposing your content. Evergreen content should be rooted in your content marketing strategy, and should evolve with your audience. 


Repurpose High Performing Content 

There are many reasons as to why you should repurpose your high performing content. A couple of those reasons being it reinforces your message and improves your organic visibility. 

Another reason it allows the opportunity to change your original content from one medium, such as a blog post, to a podcast

Furthermore, you can use infographics, put together a newsletter, create a presentation or a social media post to breathe new life into your content. In order though to do this successfully, you should know why you are doing it and what you are hoping to achieve. 

Have a plan to make this process easily repeatable, such as knowing the criteria for content to be repurposed and which repurposing options exist. This will also ensure consistency across your content, whether original or repurposed. 

Repurposing your high performing content can breathe new life into your content strategy, but do it methodically and organically to draw in your intended audience. 


Research Your Competitors 

In repurposing your content, you should research your competitors to see what they are up to when it comes to their content strategy. Reference your content audit list when you are looking for content that can be repurposed as well. 

Next, take a look at your competitors locally, nationally, or even internationally to see what their content and search engine optimization (SEO) strategies look like. Then take a deeper dive and devy out your competitors into a few groups, such as direct, indirect and replacement competitors

Direct competitors are the most straightforward, obvious competitors, which offer the same products and services as you do. Indirect competitors are those companies that sell similar services as you, but specialize in other areas of expertise. Replacement competitors may be hard to recognize at first, they offer the same services as you but do not compete for the same customer base as you. 

Taking this all into account, you will want to see which categories your competitors fall into when you are repurposing your content. Furthermore, you will want to look at the blog topics and typical length of your competitors' content. Last but not least you will want to harness the power of using your inbound links to other blog posts that include similar topics of interest to your audience when it comes to this content piece. 


Develop & Implement Repurposing Content Plan 

Developing and implementing a repurposed content plan is key to having a successful content strategy. 

First you need to provide your audience with fresh, new content that offers something they do not already have. Second, you will want to post your content across various platforms and revisit topics that were addressed in earlier content, and drew in an audience. Third, you will want to keep things consistent and minimize the amount of work you have to do while developing and implementing your repurposing content plan. 

Your content should provide a foundation and build an ongoing conversation around your brand with your intended audience. The content you end up choosing to develop and implement in repurposing your content, should fall into either one or a combination these three categories: 

  1. Expandable: you should be able to expand on the content, it should not be a “closed” topic; but invites a continual conversation 
  2. Evergreen: content that’s always relevant and doesn’t depend on a news cycle -- this is the content you want to repurpose and republish. 
  3. Engaging: emulate the content of your most trafficked, engaged with content. Look at the format used and try to emulate this when repurposing your content

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