Repurposing already successful content is a key tactic to extend content value, impact and reach. Read how to make the most of your content.
Why Repurpose Content?
Are you struggling to come up with new content or creative ideas? Perhaps you’re too busy to focus on content creation, or are stuck with a case of writer’s block?
It takes a lot of time and effort to create content that resonates with your audience and deliver value back to your business. Therefore, once you have a strong content hub of well-targeted content assets, you’ll want to maximise its potential.
Repurposing and revamping top performing content is a great way to extend value and reach new audiences. For example, you might choose to adapt a single piece of content into a different format, update it with new statistics, or create content from your original piece that considers a new angle. Benefits of repurposing content include:
- A chance to reach a new audience. Not everyone consumes content in the same way and at the same time. Publishing in different formats in different places will help you reach a wider audience.
- Another opportunity to rank within search engine results.
- Repurposed content supports the consistency of your message. Buyers won’t immediately trust you the first time they read your content. Repeating that message via different touch points and in different ways will reinforce your message and build trust.
- Repurposing helps your content team create content on a more consistent basis. 50% of B2B content marketers have an issue creating content on an ongoing basis (HubSpot). By repurposing, you’re able to create quality, relevant content consistently.
- Repurposed content retains the same buyer-relevant message as the original. Because of this, you know your content topic and theme will resonate.
- Repurposing can remove some of that writer’s block. You already have a topic and insight into content that works - you just need to rework it.
50% of B2B content marketers have an issue creating content on an ongoing basis (HubSpot)
How To Repurpose Content
There are two main ways to repurpose your content. You can either republish it (update and repost it) or recycle it (use the original content as a foundation for a brand new piece or format of content).
Repurposing content: Republishing
If you have a quality piece of content, you want to promote it to your buyers - wherever they are. Republishing is the act of reposting a piece of quality content, (often a blog, guide or infographic), on other buyer-relevant websites, with proper credit given to the author.
However you can’t just take an article and plaster it all over the web. To avoid falling foul of search engines and to prevent duplicate copy issues, when republishing, you must:
- Use a canonical tag. This tells search engines that the content has been republished, meaning they will only index and give link credit to the original content (on your site).
- Make sure republished posts contain a link back to the original content on your site. This helps new readers know where to go to learn more.
- Use NoIndex or nofollow. There are times when you do not want a web page to be indexed in search. One of those times is when republishing content. Using NoIndex metatags is good practice to avoid duplicate content issues, as this tells search engines not to index or rank your republished content. This article by Hubspot explains how and when you might consider using NoIndex.
When republishing content, there are also a few best practices to consider:
- After publishing the original content piece on your site, don’t republish immediately. It’s best to give search engines at least two weeks to index and rank the original piece. Then, once you’ve established how well that content is performing, you can see if it is worth the time to republish.
- Do your research and ensure your content is a good fit and relevant to the site you want to republish on. Many sites will detail requirements for guest published content. Make sure you align with them.
- Only place your content on reputable, relevant and high authority sites.
- Be selective about the content you republish. There’s no point in republishing content that is not resonating with your buyer personas. Choose content that already achieves a good level of traffic, downloads, or social traction.
- Adjust the titles and headlines of your content to ensure maximise reach and give your content a fresh look. You may find our post on ‘How to Write Clickable Headlines’ of use here.
- Encourage readers to click through to your site by including links to your other relevant content.
- Include a visible ‘call to action’ on your post to encourage readers to learn more from you.
As an example, take a look at this piece of content we have republished on Medium.com.
Repurposing content: Recycling
You’re not finished yet with that great piece of content! As well as republishing content, you also have the option of recycling content - keeping the same relevant message, but telling the story in a different format. Key ways to recycle content include:
Adjusting, combining and expanding
Content can be reproduced/ recycled in different formats, for example a blog may work well as a podcast, infographic, eBook and more. But to be sure new, recycled content remains as effective as the original piece, you should consider the ACE method when recycling content:
Adjust - Assess what needs to be added or removed from content, and adjust
Combine new related content pieces, or new insight, to add new value and meaning
Expand - See if there’s any aspect of your content you can expand on.
Consider all possible formats
Your recycled content shouldn’t be limited to blogs or eBooks. There’s a wide range of content formats to explore - and buyers continually change their preferences on the types of content they like to interact with. So consider how you might reformat that great post into a checklist/ video/ webinar/ app/ whitepaper/ podcast/ tutorial/ slideshare and more. Then if your recycled content is successful, recycle again! The options are infinite.
Split up large content assets into individual pieces
An eBook is a great example of larger content that can be recycled. In this case you might take each chapter of your eBook and turn each into a stand-alone post. With this option, remember to link each blog back to the original eBook, and link between each chapter to create a relevant hub of content.
Collate related content into a larger content asset
Conversely, you can pull together related posts that have already been published and recycle them into a larger content item such as an eBook or guide. As long as your collated content all relates to the same, buyer-resonant topic and delivers a constant message, this is a good repurposing method.
Create evergreen content
Evergreen content is content that remains current long term. Over time, this allows it to compound a greater level of traffic, so you’ll continue to see strong value from your content efforts
Update old posts
Your original content may have quoted statistics or information that is now out of date. In this case, updating with new stats can be a good way to rework and republish content. Then, if your newly updated posts continue to resonate, you can repurpose them into a range of formats. Guides, reports, studies and whitepapers in particular are good formats for statistic or data based content.
Before recycling a piece of content, be sure to:
- Take some time before deciding to recycle. Review the stats of your original piece of content and, if it has performed well, consider republishing as well as recycling.
- Ensure the topic of your recycled content is current, remains fresh, and can be presented in a new way.
- Make sure any new content you create from your original foundation is unique - duplicate content must still be avoided.
- Consider all the new angles and challenges you may be able to address.
- Consider the content formats that your buyers prefer, and create content to suit.
- Make sure your recycled content still maps back to the buyer’s journey - perhaps you can add new insight and use it to address challenges further through the funnel.
Map Everything Back To Your Buyer & The Buyer’s Journey
With all content, regardless of whether you’re creating new, republished or recycled pieces, it’s important to always consider your persona, their challenges and purchasing pain, and to map content back to your personas position within the buyer’s journey to keep it relevant and effective.