Audiences are more likely to read your latest blog post than the ones written 2, 3 or 4 years ago. But that doesn’t mean all your hard written work should go to waste. Things that were written 6+ months ago may not be as relevant, but coming up with new content all the time can feel impossible and take up so much time.
The answer to this is to repurpose and reuse all your old content. This doesn’t mean simply reposting it as the same blog post, you just reposition the content as something newer and better.
The type of content you choose to repurpose needs to be done wisely. Repurposing everything and anything you’ve ever done will not do great things for your organic traffic.
Evergreen content never goes out of style. It stays relevant and valuable in the ever changing digital world. This could mean a number of different interpretations but essentially it’s something that can constantly be evolved and updated into something that would be relevant to that particular time. So a blog post written 2 years ago about ‘how video will change the world’ can be changed into ‘how video DID change the world,’ which would work well now.
Evergreen content stays relevant for long periods of time, even after it’s publish date. Therefore, it’s definitely something to get involved with as it can bring in great organic traffic over and over again.
What is popular?
Take advantage of what does well and use it again and again. These posts are most popular for a reason, why did they perform so well? Taking a look at your comments, Google Analytics and feedback can give a real insight to what works well for your company for you to be able to repurpose it so you can have the same success next time. It’s incredibly difficult to think of new ideas and content every week so reusing some old topics or repurposing some old content makes the content marketing structure a little easier.
Repurposing and reusing your old content can have huge benefits to your company and the online traffic that is directed to you.
You’ll be reaching new audiences. Some audiences may prefer different ways to take information in. There will be audiences who prefer written information and audiences who prefer infographics or images. Repurposing an infographic into text statistics, for example, means you are catering to both of these audiences and therefore extending your reach.
You’ll discover your old content. Putting the content that may have been forgotten about but was hugely popular or relevant at the time can be reused and put at the very centre of your content marketing again. This ensures that your favourite content is never forgotten.
It’s a second chance. Why work extremely hard on your content for it to be posted and forgotten about after a week or so? Reusing gives you another chance at content promotion and a chance to put your hard work out there again.
The Whats and the Whys are the easy bits, the how is a little bit more tricky.
1. Turn your content into different formats.
Take a blog post and turn it into a video. Or take your webinar and turn it into video tutorial. Turning your already used content into something different makes it appear as though it is completely new again, whilst still using the same information.
2. Refresh old material
Keep an eye on your successful material and update them with new info, stats and material. This means you can reuse old ideas without spending hours thinking of new topics but providing the same quality that was so successful previously. It helps to stay away from news or update type of content, so focus on tutorials or tips.
3. Numbered summaries
Audiences tend to like numbered or small bite sized pieces of info such as ‘10 tips’ or ‘5 ways to’. But you can repurpose this type of content into a miniseries using 1 point as a blog itself. Or you can even reverse this and take a couple of blog posts on the same topic and turn it into a summary post. This is a great way to create content quickly as all the information is already there.
4. Linking back to a main post
Start with one long in-depth piece of writing, most typically this will be a blog post. Then continue the topic with follow ups, summarised pieces or even related news that you have found on other sites. This extends the life of the article by continually bringing it up, no matter how old it is. If something pops up in the news that is relevant to the post you wrote 6 weeks ago, link back to it.
Businesses always seem afraid to repurpose or repost their content. But you could be missing out on vital traffic, as these posts have clearly been successful before and will be huge traffic magnets. As your business grows, so does your audience and those new people may not have seen your old content. So it makes sense to bring it back up front again. But don’t forget to turn things into different formats, making the content more shareable and giving it a better reach.