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In order to engage your target audience online and create a strong presence, you need to create a constant stream of high-quality content. This is difficult, though, as generating new ideas and creating fresh content from scratch can be hard. Content repurposing is an excellent solution to this as it allows you to refresh your old content into new opportunities, taking a lot of the work and time out of content creation. This post will take you through the main steps involved so that you can start turning your old content into fresh, new, and engaging posts.
Audit Content Library
First, you must audit your existing content library and find posts that can be repurposed and revived. You should look for content that has previously performed well, content that aligns with current trends, and evergreen or seasonal topics (such as Christmas-related content). Even older posts that previously did not perform well can be revived - often, posts do not perform well due to poor timing or a lack of promotion.
Turn Blog Posts Into New Formats
One of the most effective ways to repurpose content is simply to turn it into a new format. Most companies have a huge library of blog posts which could be repurposed into a number of different formats, such as:
Infographics
Videos/animations
Podcasts
Slide deck
Of course, this can also go the other way - if you have a podcast topic that attracted a lo of engagement, for example, you could create a new blog post or infographic. It is always beneficial to have content in different formats as this can help you engage and impress your target audience.
Update & Re-Optimise Old Content
You can also update and re-optimise your old posts, which can improve your website’s SEO efforts, as search engines love fresh content. This can involve updating content with new information, statistics, and quotations. You can also re-optimise the keywords with the latest high-performing words and phrases to boost your SEO efforts. Another way to refresh old content is to add new images, internal links, and metadata.
Spin-Off Content
Another way to repurpose old content is to create spin-off content. This involves finding comprehensive content and diving deeper into specific aspects of the original content. If you have a detailed how-to guide, for example, you can create new content based on each step. Alternatively, you can create comprehensive guides and white papers by compiling a series of relevant posts into one large piece.
Promote Your Repurposed Content
Then, it is a case of promoting your repurposed content on social media and other channels. Promoting your repurposed content can encourage fresh engagement and increase traffic to your website, so consider the best places to post it based on the format. Cross-promotion can also be helpful for reaching new audiences.
As you can see, there are a few ways to breathe new life into your existing content to prevent the need to generate new ideas or create content entirely from scratch. Repurposing your old content can boost your SEO efforts, engage your target audience, and help you get more mileage out of the content you have worked hard to create.
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