In the realm of digital marketing, content is gold.
It is the primary building block of any brand that aims to make a dent in their niche.
However, producing content on a night-in and night-out basis can be difficult to sustain. For one, your team can eventually run out of new and interesting content topics to talk about.
This often forces them to rehash content ideas from other sites, diminishing the marketing value your brand can get.
The good news is, you don’t have to squeeze content ideas from external sources.
Sometimes, all you need to do is look at your own archives and resort to content repurposing.
Allow me to show you how to do this the right way.
1. Perform a Content Audit
A complete content overhaul isn’t always necessary to make the most out of your existing assets.
Even minor improvements that can impact the experience of your audience could lead to amazing results. You simply need to have a strategic approach that identifies opportunities that get the most results with less effort.
That’s when you should do a content audit.
You can start with a tool like Google Analytics to immediately spot your most successful content thus far. Under the “Behavior” section of your main dashboard, just click on “Overview” for the top-ten list of your most popular posts.
Chances are this list includes a handful of old posts that you can improve.
Below are a few ideas you can consider:
- Include More Images
If you publish tutorials about things like email marketing, blogging, and so on without adding screenshots to help readers comprehend instructions, you’re doing it wrong. Use a tool like Evernote Skitch or Jing to simplify the process and insert annotations into your screenshots.
- Make it Longer
Although it’s stated time and time again that word count isn’t exactly a ranking factor, longer posts tend to rank better because they offer more value to users. They also directly affect the “average time on page” metric, which is known to be a crucial SEO ranking factor.
- Insert a CTA
You could be missing out on a ton of conversion opportunities if you don’t have a CTA or call-to-action in your top posts. If you don’t have a particular offering that makes sense for the content’s topic, the least you can do is direct them to another post via an internal link at the end.
- Update Old Information
If you’re looking at a post you published months or years ago, it probably contains outdated information or statistics. Make it relevant again by refreshing your data sources and making the necessary corrections.
2. Translate Data-Rich Information Into Infographics
When done right, one of the benefits of content repurposing is a boost in backlinks.
A good example of this is when you repurpose data-driven content into an infographic.
By incorporating visual imagery into posts, you also increase their shareability on social media. This increases their chances of being seen by a potential influencer, who can then use your infographic and mention your brand on their future posts.
An infographic utilizes data visualizations, such as diagrams, charts, and tables, to make data more digestible to your audience. It’s commonly used when presenting statistics, research findings, and other types of information that include numbers.
The best part is, even free image editing tools like Canva will help allow you to whip up professional-looking graphics in no time. You just need to pick the right theme, modify or replace the design elements, and download your free infographic — a process that can be over in minutes.
Apart from infographics, Canva will also help you concoct other types of visual assets — from Instagram posts to blog banners. These, of course, can be used to spice up other posts and increase user engagement on social media or your website.
3. Create a Roundup of Old Posts
Not a lot of website owners realize this, but you can also repurpose multiple posts into one roundup.
If you’re unfamiliar with the concept, roundup posts often involve interviewing a number of influencers and consolidating their contributions into one post — no different than any other listicle that fills the blogosphere.
However, instead of creating a roundup of other influencers’ content, you can also put together a compilation of old posts that are contextually related. Don’t worry — as long as you top off your roundup with actionable insights and make the experience valuable to users, they’ll surely appreciate it.
Most website platforms like WordPress make this easy by allowing you to create tags and categories. These let you quickly comb through your content repository and find similar posts.
4. Turn Step-By-Step Tutorials Into Slideshows
A slideshow is yet another content type that many marketers overlook.
At this point, it’s already common knowledge that visual content has numerous benefits from a marketing standpoint, such as better user engagement, increased conversions, and more traffic. Statistics also show that images can improve a reader’s ability to follow directions by up to 323 percent.
That’s why converting your long-form, step-by-step guides into a platform like SlideShare can help draw the attention of your target audience. Not only that, but it will also elevate your status as a go-to source for information in your niche.
If you’re wondering how to turn text-based content into slideshows, you already have the answer — a drag-and-drop tool like Canva should do the trick regardless of whether you’re a graphic designer or not.
Repeatable content repurposing strategies are hard to come by, so you must be lucky to have found this post.
Just remember that content repurposing can also be done even if you have fresh content ideas for weeks. After all, no marketer needs an excuse to improve the user experience on your site.
To wrap up, here’s a brief summary of the strategies above:
- Use Google Analytics to look for popular posts you can update.
- Make data-driven posts more readable and engaging by repurposing them into infographics.
- Have a “throwback” of old posts by creating simple roundups.
- Convert step-by-step guides into highly informative slideshows.