Are you looking for ways to introduce some fresher content to your digital marketing strategy? It might be tempting to jump into it and invent something outstanding and out-of-the-box. But it might not be necessary since you most likely have everything you need at hand already.
We’re talking about the content that you’ve had for a while, and that has probably become outdated. You can give your content the new life and repurpose it to get more traffic and engagement from your audience. Let’s take a look at how you can do it.
Can Repurposed Content Really Boost Engagement?
Here, it would make sense to add some statistics on repurposed content. However, it’s quite hard to calculate any average numbers considering that each brand has a different content type that brings them the majority of traffic.
Besides, there’s no point in covering the general statistics because the reason for repurposing content is explained by its SEO benefits. Yes, content repurposing is a very SEO-friendly strategy and can help you deliver amazing optimization results.
First of all, if you repurpose content that has already been bringing you a lot of visitors, it can potentially bring you twice as much traffic since it’s already been doing quite well.
Another reason for repurposing your content is that it allows you to diversify your overall content strategy. Google warns against creating duplicate content and advises using different content types for better SEO results.
Lastly, employing such a strategy gives you an opportunity to update your old content. For instance, some information in your older blog posts might become outdated, or some keywords might become irrelevant. Repurposing content is a chance to give new life to your content and boosts its potential to bring you more organic traffic.
Now, let’s take a look at a few ideas, how you can repurpose different content types, and consider some examples you might use for inspiration.
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1. Turn Blog Posts into a Guide
Reusing your older blog posts and creating a guide out of them is probably the most common technique in this strategy. If you have articles that are related to the same topic, you can rework them into comprehensive guides.
Think about it: if your blog post has several articles on how to improve English pronunciation, it makes a lot of sense turning them into a guide. This way, your readers can learn all the information on this topic in one place and won’t have to leave your site for a search further.
If you’re looking for a good real-life example of turning blog posts into a guide, take a look at how Digital Olympus, a link building agency, created an email outreach guide from the articles on the same topic:
There is a separate page for this guide with internal links leading to different chapters. This is a great example of how such a guide can be organized and made easy for the readers to follow.
Another way how you can create a guide out of older blog posts is simply by putting together the most relevant information from them in one content piece. But whichever way you choose, keep in mind the following rules of repurposing blog posts into guides.
Rules of repurposing blog posts into guides:
- Check the validity of the information in your blog posts. This is especially relevant for the topics that are quite popular in your industry. Check whether there has been new research done on the topic of your future guide to avoiding stuffing it with outdated information.
- Study your niche to avoid creating duplicate content. There’s always a chance that your competitors have already created a guide similar to the one you want to create. That’s why check if there’s a demand for such content in your niche before investing in it.
- See if you can involve more experts in helping you co-create your guide. This is a great idea if your competitors have already uploaded the guides on a similar topic. By asking industry experts to contribute to your content, you bring fresher insights to the topic and provide information that has not been mentioned anywhere else.
Keep in mind that if you create such a guide, you also need to update it on a regular basis. Some topics, especially in digital marketing and SEO, get outdated very quickly, so keep your hand on the pulse for updates in your industry.
2. Repurpose a Blog Article into a Video
One more way you can repurpose your blog posts is by turning them into videos.
Video marketing has a lot of potentials, and this content type can bring you a lot of traffic. In fact, videos can get 300% more traffic than any other content and are also quite effective for nurturing leads.
A good example of repurposing a blog post into a video is Neil Patel’s post on how to make a website load faster, which he turned into a YouTube video:
How to Speed Up Your Website and Increase Your Website’s Revenue? Video Credit: Neil Patel.
It’s worth saying that this video has brought Neil Patel over 100K views. This is a very good result for repurposed content. Apart from this video, Neil has also created a set of similar ones on the same topic. They collectively have more than 100K as well.
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But just as with repurposing blog posts into guides, there are a few rules you will need to follow with videos as well.
Rules to follow with videos:
- Select only the key points to highlight in the video. While it might be tempting to cover as much information in your video as possible, you don’t need to create a dupe of your blog post. Instead, include just a few main parts that represent the topic.
- Write a detailed script. The main characteristic feature of a good video is consistency. So, if you’re planning on making one out of a blog post, you need a step-by-step script that will help you follow all the essential points.
- Keep your videos short. One more essential point in turning a blog post into a video is making it short. The optimal length of an engaging video is 2 to 5 minutes, so try to stay within these time limits.
Once you repurpose your blog posts into videos, try to drive as much traffic to them as possible. Make a social media post that you’ve repurposed your older content, post videos on your website, like Neil Patel, or advertise them through guest posts. The goal is to get people talking and spread the word about your video content.
3. Make a Podcast out of the Most Popular Blog Articles
Repurposing content is a powerful strategy to help you build authority in your niche. If you create diverse content and keep it up to date, you will soon be recognized as a knowledgeable industry leader who’s actively engaged in educating others.
One of the ways to repurpose content for educational purposes is to turn it into a podcast. It’s not the most obvious way to give new life to the content you already have. But, it works quite well to not just bring you more traffic but also to boost brand awareness.
If you’re afraid that no one is going to listen to your podcast, there’s nothing to worry about. According to the statistics by Podcast Insights, 51% of the US population has listened to a podcast. Moreover, 35% of that amount always listen to an entire episode and 45% – to most of an episode of their favorite podcast.
A good example of a podcast in which blog post topics are often covered is SEMrush’s Marketing Scoop podcast. In it, Laura Morelli, a marketing specialist at SEMrush, discusses different digital marketing topics that you can also find on the brand’s blog. The podcast also features guests from other successful brands like Google, Nestle, and Roku, whose leaders share their marketing successes:
Image credit: Spotify.
The characteristic feature of this podcast is that it covers real-life examples and provides real-life data, which the digital marketing community can find very valuable.
If you also would like to repurpose your content into a podcast, for instance, your most popular blog posts, you might find the following tips handy.
Tips to repurpose your content into a podcast:
- Check the traffic of your most popular blog post. Find the ones that constantly get the most visits and which haven’t lost their popularity over a long period of time.
- Ask your audience if they are interested in more content on this topic. If you plan on doing a podcast, it won’t hurt to ask your main audience if they are interested in it. The traffic you receive to your most popular blog post is good evidence. But you need to make sure that you have your future listeners on board.
- Find out if there’s ongoing research on the topic of your future podcast. You need to know that you will always have something worthy to cover and share with your audience.
Repurposing content into a podcast is a powerful way to bring diversity to your content strategy. Moreover, it is a great way to showcase your knowledge and share knowledge with your peers in an engaging and original way.
You may also like: 10 Excellent SEO Friendly Blog Post Content Ideas.
Make Content Repurposing Your Strategy in 2021
Reusing content you already have in different ways is a great solution to bring a fresh look to your brand. But, you’ll be surprised to find out that 56% of brands only repurpose content occasionally; they don’t consider it a serious and necessary strategy.
Meanwhile, content repurpose can be a great way to boost your SEO and bring you more organic traffic. Besides, it opens the door to creativity. You can turn your content into videos, guides and even create a podcast. All these efforts will significantly contribute to your brand’s visibility. It will also help build up authority in your industry.
This article is written by Ryan Pell. Ryan is a passionate writer who likes sharing his thoughts and experience with the readers. Currently, he works as a digital marketing specialist at Preply. He likes everything related to traveling and new countries.
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