Why Repurposing Your Content is a Smart Strategy and How to Start

One of the fundamental lessons in digital marketing is that content reigns supreme. We gain the benefits of search engine optimization by investing time and money into producing high-quality content (SEO). In this article, you will see why repurposing your content is a smart strategy and how to start doing it.But, once an original piece of content has served its purpose, do you just put it in the back and forget about it? No! Experts advise repurposing current content to get the best outcomes with the least amount of effort.

What is Content Repurposing?

“Repurposing content” and “recycling content” are nearly synonymous words. In essence, you take an old piece of information and use content optimization strategies to improve its value and relevance. However, it’s not only about republishing an older piece of content to give it a newer publication date.

“Repurposing marketing content should focus on taking an existing piece of content and making it better so that it’s better optimized and more targeted for your audience,” said Brandon George, Thrive’s director of content.

When you repurpose blog posts, you acquire the ability to publish additional unique content by putting a new spin on the same subject, changing the format, or updating existing statistics with new data. You have more resources and leverage to improve your digital content marketing strategy by recycling content.

Why Repurposing Your Content is a Smart Strategy?

Simply put, repurposing content is taking something and reusing it in a different way. That sounds simple enough in theory, but putting it into practise can be challenging. It’s best to build content with repurposing in mind so you can rapidly slice and dice it into numerous formats to make it genuinely successful.

There are numerous advantages to repurposing content. You’re more likely to produce a better piece of work if you focus your concentration on one amazing asset (say, an in-depth blog article or video) rather than dividing your attention across all platforms you’re responsible for.

You may reuse portions of content without making your audience feel like you’re cutting corners if you create it with repurposing in mind from the start. This allows you to focus on doing one thing exceptionally well while yet doing a lot more with significantly less effort.

Aside from the fact that the hard work is already done, repurposing content has a few other advantages:

Reaching New Audiences

The performance of your content may be average when you initially publish it. It does, however, develop traction and perform slightly better with time. You can reach new audience segments by repurposing and/or updating that content.

Improved Organic Visibility

The majority of site traffic still comes from organic search. Organic search has a 51 percent share of traffic sources, according to a BrightEdge survey. If that’s the case, reusing optimized content in numerous formats can boost organic visibility and traffic significantly.

Publishing a range of information gives you more opportunities to find real estate for specific searches. If you publish your work on other websites, you will (sometimes) benefit from backlinks.

Reinforcing Your Message

When explaining the benefits of recycling content, Buffer’s Kevan Lee emphasizes the importance of repetition in marketing. The Rule of Seven in marketing argues that purchasers must hear your message seven times before they will close the transaction.

Repurpose your articles to continually send your message to your readers, rather than addressing a topic once and letting it fade away into the archives. If you start with high-value, authoritative content, this strategy works wonders. It’s easy to come up with new strategies to reinforce your point.

How Is Repurposing Your Content Beneficial to SEO?

Because search engines consider so many factors when determining the results of a search, SEO is a difficult task. Recycling content benefits your SEO in a variety of ways, which is fortunate for us all.

First, it enables you to allocate your resources wisely and reach out to a larger audience. Let’s imagine you had a popular blog article and decided to produce an infographic and a movie based on it. As a result, you’ve increased your organic traffic while spending very little time and money.

Second, by reusing your content, you may give it a more recent update history.

Third, repurposing your old content gives you the chance to put your SEO skills to good use. Certain keywords may have been hot when you created the blog, but they are no longer. You can rewrite the blog to appeal to more recent keyword information.

How To Repurpose Content:

Before you start recycling content, keep in mind that not all of it is suitable for repurposing. Repurposing old content that hasn’t gotten any traction with your audience will only hinder your content strategy.

Although there is no one-size-fits-all formula for success, you may fine-tune your content optimization strategy by following these best practices.

• Look for Content Ideas From Your Entire Content Record

What is the impact of content strategy on your company? You’re probably sitting on a tonne of content that’s just waiting to be rediscovered, therefore the greatest place to hunt for repurposed content is in your own content library.

• Analyze Your Competitors

You need to know what you’re up against if you want to be ahead of the competition. In this example, look at what kind of material your competitors are using to see how you may improve your own content strategy.

Backlinko examined the top-ranking blogs for specific keywords using the Skyscraper Technique. You can observe what worked for your competitors or uncover gaps in their material that you can fill by studying content provided by your competitors. Then, see if you have any similar blogs and reuse content based on your findings.

• Consider the Formats To Use for Repurposed Content

Figuring out what format to utilize is a key element of content recycling. A blog you started in the past doesn’t have to stay that way. You may make an infographic or an explanatory video out of blog information.

• Identify Platforms That Give Repurposed Content More Exposure

You must locate outlets that will offer your blog content the exposure it deserves when choosing how to repurpose blog content for more views. This entails deciding which channels to use to publicize and market them.

Consider the following example:

• As a guest post, you can post blog articles on your website or other high-traffic domains, and videos can be shared to your YouTube channel.
• Apple Podcasts and Spotify can both promote podcasts.

Promote your content through various channels once you’ve chosen a place to get the most attention. Use it as a landing page, share it on social media, or send promotional emails to your email list.

Alternatively, you may want to consider partnering with a content writing service to assist you obtain the greatest outcomes. A content writing agency, such as Thrive, may assist you in identifying the most potential content articles.

Bottom Line

Repurposing old content is a great way to boost your digital content marketing efforts. And, as George points out, there aren’t many disadvantages. With a sound content optimization plan in place, you can enhance ROI, increase organic traffic, and drive more conversions through content recycling. 

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