Tips and Tricks to Repurposing Content

Is coming up with new content ideas a hassle? Tired of the constant brainstorming? We’re here to make your job a whole lot easier. This blog goes into the value of repurposing your content and how to do it effectively.

First, why is repurposing content important?

Content is the base of your content marketing plan. It attracts new visitors, strengthens your online reputation, and builds trust for your brand. As every content marketer knows, creating quality content can be difficult and time-consuming. That’s where repurposing can come in. So, what are some other benefits of repurposing content besides freeing up some of your time?

1. It gives you another opportunity to rank within a search engine’s results.

2. Allows you to reach a new audience—people consume content on different platforms.

3. Supports the consistency of your message—A prospect needs to see or hear your marketing message at least 7 times before they take action and buy from you! (HubSpot.com)

4. Helps you create content more consistently—50% of B2B marketers have trouble creating content consistently. (HubSpot.com)

Extending the value of your content

There are two ways in which you can reuse your content: republishing and recycling.

Republishing

This allows you to post your content on other websites besides your own. Some things to think about when republishing include:

1. Using a canonical tag, which is an HTML element that tells search engines the article is republished content, to prevent duplicated content.

2. Using a link at the beginning or end of the post that connects to your website.

3. Having the source “NoIndex” their copy of the article which avoids duplicate content issues.

Best practices for republishing:

1. Make sure you are reposting on reputable sites. Websites with higher domain authority will give you a leg up in search engine rankings.

2. Only republish your best performing content.

3. Update the headline of each republished piece of content.

4. Wait at least two weeks before republishing.

5. Include internal links throughout your posts so consumers can learn more about your company.

6. Make sure your content fits the platform you are posting it to.

7. Include a CTA when possible.

Recycling

Use the ACE method

• Adjust your content to the specific site/platform it is being posted to. Don’t be afraid to add, remove, or re-word things.

• Combine related or unrelated content to provide new value and meaning.

• Expand on something you’ve already done to dig deeper, if possible.

Think of your content strategy like a tree. The roots are the supporting short-form content, like blogs, and social messages. The trunk is the initial long-form content offer, like an e-book. The crown is the repurposed long-form content. A good thing to remember is, don’t create content just to create content! You want it to be valuable to your consumer and help them through any stage of their buyer’s journey.

How to recycle content into a long-term offer

1. Identify your content format and topic. (ex: video tips for iPhone users)

2. Make a list of supporting subtopics. (ex: how to clean your charging port, tips to salvage your phone from water damage, and how to take better pictures)

3. Choose the strongest supporting subtopics.

4. Download or create a template for a guide.

5. Recycle blog content and arrange them into chapters.

6. Create the rest of the content that is needed to complete your “new” content.

7. Update your CTA’s.

And, that’s all there is to it. Repurposing your content will free up some of those brainstorming sessions, while reaching new audiences and engaging potential customers.