How to Repurpose Your Content at Scale

Do you want to find out how to create new, refreshed content from existing blog content? Our latest blog will show you how you can repurpose blog content to drive further awareness.

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How to Repurpose Your Content at Scale

We’ve got no doubt that you’ve heard before the saying - “content is king”.
But does that actually mean you continually publish blog posts with the hope of your website becoming a content powerhouse?
Probably not.
There will come a time when your blog content becomes stale and it might not have the effect that it once did. But this doesn’t mean that it should be completely forgotten or it’s no longer of use.
If you use old blog content for new purposes, you can recycle it and ensure you have high-quality content to publish.
This article will give you everything you need to ensure you’re repurposing your blog content like a pro.
But first…

What is Content Repurposing?

You will usually write blog posts with a specific audience and purpose in mind. However, these can change over time.

And this is when repurposing comes in handy.

Repurposing content means creating new content from existing content. This can involve adding or revising an existing piece of content to make it more valuable for your audience.

By doing this you can find new ways to not only reach new audiences but also add ways to reinforce and adjust your existing message to your current audience.

It freshens up your brand message and repositions it so you can perhaps connect with audience members who you missed the first time with your content.

But best of all - it saves time because you don’t need to write a fresh blog.

How Repurposing Content is Beneficial For SEO?

Search engine optimisation (SEO) is a reasonably complex marketing channel for a variety of reasons namely due to the many criteria that search engines base the results.

The good news is that recycling old content can go a long way to helping your SEO in a number of ways.

To begin with, you can invest your resources more efficiently and reach wider audiences. For instance, if you had a piece of blog content that drove a significant amount of web traffic, you could turn that into infographic or video content.

By doing this, you have boosted your organic traffic once again with a significant investment of money and time.

Secondly, repurposing your content tells Google that there’s an updated version of it that searchers and users will find useful.

Finally, when you repurpose your blog posts, you can start utilising your SEO knowledge to great depths.

You can analyse this blog for keywords that it is and isn’t ranking for, and update it so it’s more relevant within the context of what your audience is looking for.

Which Blog Content is Best to Repurpose?

Now that you’ve arrived at the decision that some of your blog content is suitable to be repurposed, you now need to decide which ones you’re going to use.

There are a number of aspects to consider when making this decision.

What’s Your Purpose?

Again, be clear on your goals and ensure you are working towards them. A question to ask yourself - why are you repurposing your content?

Don’t let our expert digital marketing agency in Sydney be the reason why you are doing this. Ensure there is a specific reason that involves the growth of your business in one way or another.

There's a difference between revamping and repurposing a piece of content. Revamping involves making small changes, like updating links and meta descriptions. Repurposing means making bigger changes, like changing the entire blog post.

Audit Existing Content

Take into account your current goals (we’re sure they will have evolved over the journey) and start finding existing content that best matches that.

The best blog articles to repurpose are those that allow you to achieve those goals.

For example, your business might sell online courses and you have content that discusses personal development in an online setting.

If this particular blog content is performing poorly, doing an audit and repurposing it can turn it around and help you achieve your goal of selling online courses.

Researching Your Competitors

Take an existing piece of blog content that you wish to repurpose and research what sort of original content your competitors have created so you can create something similar and better.

An example of this is when company A has created several blogs on various hiking trails in their local area.

If you’re in the same space, you could take each of the blogs, and write your own version but create an “ultimate” guide where they’re all featured.

Alternatively, you could do the reverse and take one guide and strip it out to create several pieces of microblog content. 

If there are existing bloggers and websites who have already shared this piece of popular content, we’d recommend reaching out to them to reshare your updated version.

One aspect of competitor research that is often forgotten is identifying keyword gaps. This means finding keywords that your competitors are ranking well for, but that you are not.

Given they are your competitors, you’ll be able to find plenty of keywords that your blog content, and website overall, aren’t covering just yet.

Choose the keywords you want to target, then find blog topics and posts that are relevant to those keywords. Repurpose the content to match your keywords.

Once you have made this change, make a note of it as an annotation in Google Analytics so you can measure the change in important metrics such as keyword rankings, traffic, and click-through rate.

Developing Your Blog Content

With all of this now in mind, you can appropriately decide what form you want your new content to exist in whilst keeping your original goal at the forefront.

Once you made this decision, you’ll then need to decide on how you’re going to further the reach of said piece of content.

Not only that, but content marketing can also help you build trust and authority with potential customers.

By creating interesting, engaging, and informative content, you'll be helping your website become an authority in your industry.

If you use old blog content for new purposes, you can recycle it and ensure you have high-quality content to publish.

Finally, once you’ve worked out which tactic you are going to use, we’d recommend developing a detailed outline/road map and then start repurposing it.

The end goal of refreshing blog content is to produce a new version of a successful piece of content. This process will vary depending on the type of content, but the goal is always the same.

For more information on how our expert digital marketing agency in Sydney can do this for you, click the Contact Form link here to find out.

Summing up...
What's Your Purpose?
Determine what your goals are
Audit Existing Content
What's already working and what's not?
Researching Your Competitors
What types of content are your competitors creating?
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