What Are the Benefits of Repurposing Content?

Everyone knows how important good quality content is in digital marketing, so why let an original piece of content be forgotten after it’s served its purpose?

Repurposing content is good for your SEO because it allows you to get optimal results with minimal resources. Everyone knows how important good quality content is in digital marketing, so why let an original piece of content be forgotten after it’s served its purpose? 

Repurposing content doesn’t involve re-posting, a big no-go for trying to improve your SEO, but instead is when existing content is refreshed or reused in a different format to expand the content’s reach and relevance. Generally, you should have a 50/50 split between updating your old content and producing new content. 

If you have a selection of successful content that you used in the past, you can repurpose this to produce new content and once again keep your audience engaged. 

Why is repurposing content a good idea?

While older content builds up links and visibility giving it a higher page value, it may no longer rank on Page 1 in search results anymore, as it once did when you first published it. However, by analysing current popular keywords to refresh and update the content, you can bring it back to Page 1. 

When looking through your content to decide which topics should be refreshed, evergreen content pieces are what you should be looking for. This is material that stays relevant no matter how old it is, unlike a hot, new topic, such as Apple releasing the latest iPhone, which can quickly become ‘yesterday’s news’ and therefore not worthy of refreshing or repurposing. 

Repurposing content is very beneficial as you can repurpose it into different forms, such as a podcast, YouTube video, infographic, e-book, presentation or blog post. This increases the content reach and can also reach new audiences. By having your content readily available across different platforms, your audience, both new and existing members, can get the information they need in the places they are already looking for it. 

Thus, spending more quality time on one good topic, which includes many keywords, pictures and videos and being able to use it across multiple platforms in different formats ultimately saves time and reduces costs. For example, repurposing removes the need to produce a variety of different topics for different mediums because you already have the majority of the content needed to adapt the topic to the format. Plus, less time is required to brainstorm new topic ideas.

How you can make the most out of repurposing your content

A good way to identify weak and underperforming content is to carry out a content audit using tools such as Google Analytics and Google Search Console. Once you have the necessary webpage data, you can organise your content into three categories:

  1. Webpages which achieve the most rankings.
  2. Webpages that have the potential to improve.
  3. Webpages which perform poorly. 

Having this information allows you to know which content can be strengthened and which can be updated and optimised to ensure you have the best chances of getting your web pages on Page 1 of the search results. 

Google Analytics can also be used to get a “landing pages” report. This will show you which pages are most popular amongst your audience. With this knowledge, you are in a better position to decide which topics will perform best as repurposed content for other platforms. 

Repurposing content is also a good way to reinforce your message. You can take a popular blog topic, for example, and break it down into smaller, more digestible pieces and share them on social media as a way to increase your social media marketing. 

Overall, if you’ve spent so much time researching and writing a blog post or producing a podcast, for example, then why stop there? When you have good, evergreen content, it’s a huge benefit to make the most of it and repurpose it for other platforms, providing both your content and audience reach the best chances of expanding and allowing you to reach your business goals.  

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Accounts Team | Distract

The Accounts team at Distract seeks to manage clients in the most effective way by harnessing every opportunity to pull together the agency’s diverse departments to deliver.

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