Content Marketing

Think back to a time when you explored the dark, dusty corners of an attic, a basement or wherever you store your long-forgotten keepsakes and household items. You may have stumbled upon a veritable treasure trove of sentimental and useful artifacts just waiting to be discovered, repurposed and used again.

Content marketing is similar (but, thankfully, without the cobwebs and creepy crawlies). When you invest so much time and resources into creating content, the last thing you want is for that content to sit in a neglected corner of the internet. Why not take those forgotten stories off the shelf, dust them off and breathe new life into them just as you would an old picture frame or a cracked plate?
pouring sand into an hour glassRepurposing content allows you to reach a larger audience and gives your content a second chance in the spotlight. And, if you’re struggling to come up with new content ideas, it’s an effective way to keep driving traffic and consistently offer value to your audience. You spend less time worrying about churning out new content and exhausting your creative reserves.

We’re sharing tips for repurposing your content to help you work smarter, boost productivity, and get the most out of your content marketing efforts.

1) Revamp evergreen content

The best place to start when repurposing content is with your evergreen content. These old favorites continually see high engagement (e.g. shares, comments, views, and clicks) and speak to topics that are still relevant to your audience.

Dig into your analytics (we use HubSpot’s platform to monitor the performance of our blogs) and look for the most popular posts over the last 2-5 years. Pick one of these old favorites to repurpose and update the blog for relevancy and accuracy.

Replace outdated statistics with new findings and include an editor’s note letting your readers know the original publication date and that it’s been updated.

Make sure you’re changing the post date and republishing the post rather than posting the same blog twice. Duplicating copy word for word puts you at risk for search engine penalties.

2) Breathe new life into old content

There’s nothing more frustrating than writing an epic blog post you think will make a big splash, only to watch it sink into oblivion. But, like Gandalf, Mario and other heroic contenders who are resurrected and live to fight another day, your overlooked content has a chance for a second life.

Sometimes, all an unsuccessful blog needs to realize its full potential is a little refreshing and repurposing. Choose an old post that hasn’t aged as well and update the blog with new information.

Take a long hard look at this post. Is there room for improvement? Could the headline be more compelling? Is your intro too long? Cut the fat and clean up your blog post for the best results. Or consider turning the blog post into another piece entirely like a SlideShare, video or checklist.

3) Transform one piece of content into an entire campaign

Get more mileage out of your content marketing by transforming one post into multiple formats. Turn a popular blog post into a SlideShare, podcast, infographic, video or guide. Update your old PowerPoint presentations and use them to create SlideShares. Recycle old webinars and create video tutorials. Use internal data to develop case studies.

The options are virtually endless. Think about what formats your audience typically gravitates to, and go from there.

Repurposing content offers incredible benefits your business can’t afford to ignore. It allows you to reach more potential customers, drive more traffic to your website, and focus more time on other critical areas of running your business. Use the above tips to get started and stop stressing so much over your content marketing efforts.

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Topics:   Content Marketing

Courtney Feairheller

Courtney is the content writer at Stratus Interactive, where she is responsible for writing original, thought-provoking blog posts on a variety of topics. Courtney has been writing stories since she was a wee little one and has experience in B2B and B2C content marketing in addition to SEO. See all Courtney Feairheller's posts.

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