Making Old New Again
Content Marketing is hard. It takes resources to consistently publish new and fresh information that resonates with your audience. Google and other search engines don’t like duplicate writing. The search engines see it as basically re-publishing the same content at different times or other places on the Web. So, when does repurposing your content make sense, and how can you avoid duplication? Here are a few ideas to remix and revitalize content you’ve already written.
5 Ideas for Repurposing Content
These are creative ways to repurpose your content so it’s fresh and still worthwhile.
Repurposing content can be as easy as changing the media how/where it’s published. For example, a 3-post series may be an excellent candidate for a 45-minute webinar. Take the information and convert it into slides that you can present. Once you have a slick presentation, it can reused for in-person workshops and seminars. If you’re willing to share this information publicly… SlideShare is another twist to this idea.
This is a spin on number 1. You can use a video software program to narrate your slide presentation. Since you’re probably using a more conversational tone and word choice while presenting, new content can be created via a transcription. That’s yet another way of repurposing the same content without exact duplication. Remember YouTube is the second most popular search engine, so why not make some video versions of your blog content,or whitepapers.
3. Mashing It Up
We’ve been working at content creation for a while now. We have almost 1000 posts published. Things change. Some posts are more popular than others. What about revisiting a post, updating it with a new twist? Use old posts for ideas and then riff on them with updated industry trends. Add on news updates or new information. Or, laugh at your own incorrect predictions. Sometimes looking at old articles can be a great inspiration and provide an interesting perspective on today.
4. White Paper
Similar to number 3, convert a series of posts into a white paper or eBook. By organizing the information differently, it can provide high value to your audience. They can easily assimilate the information rather than clicking through multiple pages on your website. Even if your site has top-notch information architecture, it requires your reader to expend effort. White papers don’t have to be free either. An interested or motivated visitor may exchange their email/contact information for the information. This is especially true for research and statistical information.
5. Teasers on Social Media
Sharing excerpts and snippets of your writing, or video, via social media is a no-brainer. The goal is to get social media followers to your website for potential conversion. Sharing evergreen content never goes out of style. Throwback Thursdays (#TBT) on Facebook, Twitter and Instagram is a perfectly acceptable way of repurposing content… as long as it’s valuable and interesting.
Are you using other strategies to repurpose content?
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