In an era when content is king, you should never allow quality content to head to the wasteland. Whether you have an old idea, a slightly out-of-date blog, or a page that needs some new life, repurposing content is an excellent way to take what you’ve already got and put it to work.
While it may seem a little backward to revisit previously existing content, there are plenty of reasons why you should. Repurposing content is an easy and reliable way to boost your brand, revitalize previous ideas, and the best part is, it’s already waiting for you.
But first – what exactly is repurposed content, and why should you use it?
What is Repurposed Content?
Repurposed content to put it simply, existing content that is reworked and redesigned into something more relevant to your readers. Typically, this process is done with popular content that can be reused and updated, so you can reap the long-term benefits. Repurposing content not only saves you time and effort, but it’s an easy process that can really pay off in the long run.
You don’t want good content to go to waste, especially if it’s highly searched or a sought-after subject. Usually, repurposing works very well with evergreen content; any work that’s timeless and relevant to your brand.
These ideas are typically on-going and growing to the point where you can churn out quality articles that will provide an excellent return on your investment.
What is Evergreen Content?
Evergreen content is any content that is not only relevant to your audience now but will be for years to come. This is the stuff that lasts. Evergreen quality content is a great way to get readers to revisit, bring in a new audience, and it’s easily repurposed for the future.
The best part about this type of content is that it usually requires very little maintenance. If you revisit your blog, page, etc., and frequently update, the content should provide for your readers endlessly.
So, Why Do It? Why Repurpose Content?
There are plenty of reasons why to repurpose content for future readers. If the original piece was a smash hit, then it’s worth revisiting. Maybe the original content didn’t get in front of as many eyes as you intended. To keep your audience growing, that’s reason alone to reintroduce an idea.
On top of reaching a broader audience, repurposing content can give your old content a fresh look. This process also can help your article resurface in search engines and potentially reach new customers. Above all else, you want to aim to hit a broader audience. The first round may have hit one group, but a resurgence may spread your content further.
Aside from reaching a bigger audience, repurposing content can really help get your message out there and let it sink in. If it’s on-going news, it may even bring readers back to keep checking out updates or to see what’s new. It can breathe new life into old ideas and make the conversation relevant again, so quality doesn’t get left behind.
Finally, repurposing content can boost your authority and SEO presence. Keeping ideas relevant and up-to-date shows that you are on top of the discussion in your field. Additionally, refreshing keywords, content, and updating the quality will provide much-needed boosts in search. So, now that you know why it’s important, here are five simple ways to repurpose content for your site.
1. Convert Old Blogs into Guides
So, you have some old blogs that just aren’t performing as well as they did. It could be time to repurpose them into a guide. Take the good parts and things that worked from older articles, compile the information, and make them into a guide. If you plan on updating the original blogs, which can double your evergreen efforts, interlink to the originals!
The best way to use this method is to have one main article and link out to several smaller articles. That way, your content is neat, organized, and it will build brand authority.
2. Update Old Posts and Make Them Relevant
Why throw away a good post because it’s old? If you have posts that were performing well in the past, the easiest way to repurpose the content is just to update them! Make them match your current standards, bring the information up-to-date, and make sure all the links are relevant. This reissues the content to a new audience and boosts its search power.
3. Create New Posts Based on the Original
You don’t want articles to get too winded. Sometimes it works better to break content up into more digestible forms. If the older post is particularly long, it might be better to break it down into smaller posts. This will reach a broader audience. While you’re at it, you can tweak the old post and make it the “main” post.
4. Convert to Other Media
So, you’ve done all the blogs and you are updating them frequently. What now? Well, blogging isn’t the only way to reach an audience. Try spreading out your media presence. Videos, blogs, and podcasting are all great mediums to not only boost your brand authority, but it opens your audience pool. This way you can reach potential customers who may not be blog readers, or who rely on other mediums to get their info.
This is a two-fold idea. Not only is this a great way to repurpose vital information, but it’s also a great way to reach your audience on a personal level. If your audience is asking questions, it’s a great idea to flex your knowledge by answering them for all to see. This may clear up confusion for any customers too afraid to ask while providing much needed evergreen content for your site. Chances are that the questions your reader base is asking will be universal.
Concluding Thoughts
Repurposing content is an easy and efficient process that can not only bring new customers, but it can save you a lot of time and effort. If you have great content available, why not put it to good use? Don’t cheat yourself. Use what you have to build authority and create evergreen content to keep readers coming back.
