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Repurposing Content (And How to Do It Well)

Repurposing Content (And How to Do It Well) post images
Image courtesy of Bram Naus

Written By : Matt Ellis

Posted 12/03/2022

There’s a lot of power in repurposing content, but this content marketing technique is often overlooked by marketers. Just like a sourdough bloomer, content gets stale over time.

But that doesn’t mean your old content should go to waste. Unlike bread, you can actually bring out-of-date blogs and articles back to life. Content recycling boosts SEO and also allows you to turn long-form pieces into several smaller pieces for social media or email marketing.

If you want to reinforce your message, cover the buyer’s journey, and make your efforts go further, repurposing content is the ace up your sleeve. But make sure you do it well. Here’s how to update or diversify existing content effectively…

1. Audit before repurposing content

Always have clear goals for your content. Think about why you want to repurpose something. Tip: it shouldn’t be because you read an article about repurposing and now you feel like you should it. There has to be a valid reason, and your plan has to align with your goals and objectives – not the other way around.

Do you want to reach a new audience with content that’s worked before? Do you want to connect with customers across multiple platforms? Or perhaps you didn’t have great success with an article, but you know it has potential and you want a second chance for content promotion?

Not all content is prime for repurposing, so choose the right pieces carefully. This usually starts with auditing, and partnering with a content agency can help you conduct an independent audit from an objective point of view.

2. Choose the right methods

Once you have decided what content pieces you want to repurpose, think about how you want to do it. Some of the most popular methods marketers use include:

  • Adapting long-form articles into shorter blog posts
  • Re-writing content for publishing on guest sites
  • Tailoring or personalising content for targeted campaigns
  • Combining blog posts to create an eBook (or other gated content formats)
  • Turning articles and blogs into social media posts

You can also recycle written content into a non-written formats, such as beautifully designed infographics or engaging video content.

3. Create SEO keyword clusters

When you repurpose articles and blogs, you’ve got a real opportunity to boost your site’s SEO. To maximise results, review your top-performing posts. Content that gave you a spike in traffic and engagement is the type of content you want to diversify.

The key here is to optimise smaller repurposed pieces with longer-tail keyword variations. This will create a content cluster that ranks for a broader group of related keywords, driving even more traffic to your site.

4. Work with experienced writers

Repurposing content can save businesses time and money. But it’s not always cost-effective to do it in-house. Firstly, you need to have the right skills if you are to do it well. And second, not all companies have the time or resource to manage campaigns and ongoing content projects.

Professional writers can produce effective and engaging copy that is on-brand and relevant much faster than someone without content marketing experience.

This is why many brands will get a better return on investment through working with a specialist content creation agency.

Having an external partner also brings fresh ideas to the table! If your content needs an overhaul, Identify Digital can help. We’re an online marketing, app/web development and content agency with years of experience in digital.

To chat ideas, call 01924 911333 or fill in our online enquiry form!

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