How to re-purpose your existing content for greater reach and engagement
I've talked a lot about creating new content to help get your name out there and benefit your SEO - and while all of that is true, it doesn't mean you should totally ignore or forget about the content you've published in the past.
In fact, your existing content could be one of your most valuable assets.
The more you use a piece of content, the less expensive it becomes, which can be helpful when staying within your marketing budget!
This does not mean that you should slightly tweak the same article a few dozen times or use the same picture in every blog - that would be silly.
That said, it does mean that you should actively look for ways to re-purpose your content, up to and including keeping a tally of your most popular content and what's likely to work well in the future.
Remember that if a given piece of content didn't resonate with your audience the first time you posted it somewhere, you may need to re-think it. Did you use the right platform and audience?
Try out your content on different social media platforms or email marketing and see if you get a better response.
There are many different ways to reuse content.
For example, you can update older blogs with new pictures or an actual "update" at the bottom, sharing it again after a decent amount of time has passed.
You can even make this a regular part of your strategy with something like a "Throwback Thursday", where you re-post the content with some added commentary on how things have changed since it was published and what your audience should know now.
This is an outstanding way of being seen as an expert in your field. Once people realize you're sharing valuable, they'll start to rely on you to tell them what they need to know about your area of expertise.
If you need more inspiration for this, try checking the news for your industry on a regular basis and using that as the centerpiece of your commentary.
There's usually something to talk about, and chances are you'll spend a lot less time thinking about what to write and a lot more time actually writing it. In the long term, you might be able to put out quite a few more articles, and that can measurably improve your bottom line.
As with all of inbound marketing efforts, helping your customers is the priority - don't reuse content just because you can. Instead, reuse it when you have something genuinely valuable to add to what you said in the past.
This will help to keep the trust of your readers and ensure you're in the best possible position as a company.
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Finally, recycling material in content marketing can come about by making some serious changes to it (rather than just swapping pictures or adding a paragraph at the end).
Making a slideshow of pictures from the past year can be a great way of turning your old material into something new - or even show how things have changed over time.
As a general rule of thumb, try to limit re-purposed material to no more than one day per-week, and wait at least three months before re-purposing something unless the update is genuinely important (like new legislation affecting the advice you gave).
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This helps avoid having readers that feel like they're just reading the same content over and over while still allowing you to reduce costs, reuse content, and recycle your material on a regular basis.
What about you? Do you have any great ways that you have reused content to generate a buzz? Please leave me a note in the comments.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont marketing company specializing in social media marketing, inbound marketing and web design. Our dedicated team works closely with clients to determine the most successful marketing program for their individual needs.