Content repurposing – have you ever poured your heart and soul into a blog post, only to see it tumble into the abyss of the internet, never to be seen again? Don’t lose heart. Most bloggers and content marketers have been down that dusty road. But what if you could make that one-hit wonder content into something more useful?
We’re about to get right into the crux of content repurposing and tell you how to pull rockstar moves.
In This Article
- Repurposing content, why?
- Audience expansion and engagement
- Repurpose content for an SEO boost
- Strategies to repurpose content
Repurposing content, why?
Repurposing your content is a brilliant way to squeeze every last drop of value out of your hard work. Not only that, but if you had really great content that just didn’t hit (maybe due to technical errors on your part) you can turn into pillar content. With a little more effort, you can boost your website or eCommerce SEO, and keep your audience engaged.
The problem? Done wrong, repurposing can feel repetitive and, frankly, boring. No one wants to see the same information regurgitated across different platforms. Not only that – Google will not you’re your content for being spammy. Following the right steps and following this guide, you will repurpose your content like a rockstar, keeping both Google and your audience happy. For this article, we will use the example of content for a hypothetical example such as paper writing services masterpapers.com.
Most folks might assume that content only relates to text on blogs. However, there are all types of content. From YouTube videos that didn’t hit their target to Facebook and LinkedIn posts that missed the mark, anything that is created for an audience serves as content.
Repurposing your content isn’t just about squeezing extra mileage out of your work (although everyone loves seeing their hard work pay off). There are numerous benefits to repurposing content. Let’s break down these benefits:
Audience expansion and engagement
Keep in mind that different people consume information in different ways. Some prefer reading blogs, while others are more visually active preferring social media, Pinterest, YouTube videos, etc. By repurposing your content, you reach new audiences who might not have found your blog post in the first place.
Besides that, research by various content marketing such as HubSpot and Inbound Marketing has shown that audiences engage better with content they are familiar with. Therefore, repurposing your content keeps established content fresh in your audience’s minds. Now that’s a great way to spark new conversations and encourage further engagement.
Repurpose content for an SEO boost
Google loves fresh content and that’s the real jam. But more than that Google loves content that is packed with Expertise, Authority and Trust, aka Google EAT. If you missed the mark with content the first time, repurposing content is your opportunity to improve the content in its relevance.
For example, maybe you run the paper writing website linked above and created an excellent blog post on “How students can use essay writing services for maximum success.” Now, that’s a really important topic right there which could benefit thousands, maybe millions of students looking for help with their essays or general paper writing.
If this content didn’t rank at all, what could be some of the problems leading to this? Do you give up and let Google’s black hole swallow it up? Here are some possible reasons why the content might not have ranked and suggestions on how to repurpose content:
Keyword Issues: Did you target the right keywords? Highly competitive keywords might be burying your content. Target long-tail keywords that are more specific and less competitive. For example, instead of just “essay writing services,” consider keywords like “how to choose a reliable essay writing service” or “benefits of using essay writing services for research skills.”
Content Depth: Is your post comprehensive enough? Google favors in-depth content that explores a topic thoroughly. That means going for a potentially longer post, say 1500 words, than a 500-word post that glides over the content.
Backlink issues: Does your website and this post specifically lack backlinks? Backlinks are essentially votes of confidence from other websites.
Repurpose into other content: Repurpose content, e.g., into an infographic titled “The Ultimate Guide to Using Essay Writing Services Like a Pro.” This establishes you as a thought leader and provides valuable, shareable content. You can also create a video series that breaks down your blog post into digestible video segments. These could offer tips on choosing a writing service, understanding plagiarism, citing sources correctly, etc.
Develop a downloadable checklist: Offer a free downloadable checklist titled “Essential Questions to Ask When Choosing an Essay Writing Service.” This provides extra value to your audience and you’ll be able to capture valuable leads, especially if they need to sign up. You could also provide a free eBook on the series.
Social media engagement: On social, firstly, your website needs to have quick share buttons that readers can quickly smash if they like the content. Secondly, craft social media posts highlighting key takeaways from your blog post. Use engaging questions and visuals to spark conversation and drive traffic back to your website.
By repurposing your content in these ways, you’ll increase its visibility, establish yourself as an authority, and attract new potential customers.
Strategies to repurpose content
If your content didn’t hit the first time, then don’t try mindlessly copying and pasting thinking that counts as repurposing.
Repurposing doesn’t mean mindlessly copying and pasting. Here’s how to breathe new life into your content:
Focus on the Core Message: What’s the central takeaway from your original content? If you can’t find that golden thread then you’ve already lost your audience.
Tailor the content for your Audience: Tailor your repurposed content to the specific platform and its audience. For example, a listicle might work well on social media, while a more in-depth guide might be better suited for your email newsletter.
Think Different Formats: Don’t just rewrite the same information because Google will flag you. Instead, transform your blog post into an infographic, slide decks and presentations, webinars, a video script, or a social media carousel.
Wrapping Up
Repurposing your content doesn’t have to be a chore. With these tips, you can unleash your creativity and become the true content rockstar.
Remember, it’s all about maximizing the value of your content, reaching new audiences, and keeping Google happy. Be willing to think creatively outside the box, find your niche, understand your audience and put in the work to transform your existing content in gold. Best of luck!