Content repurposing can also help you with lead nurturing, which transforms dormant leads into active ones. If you want to maintain a constant link to your customers (old and new), you can offer information that you know they need. There isn’t an expiry date for useful information. And like we mentioned in the previous blog, SEO clients’ needs, for example, don’t change after they have hired you.

Information also connects your business to every touchpoint and every need imaginable in your need. Now, do you want to make more content and repurpose old content? We understand the feeling. We do too!

What does repurposed content look like?

Repurposed content is not copying and pasting old content and republishing it to become ‘new.’ Doing this will likely land you a Google penalty, which we know you don’t want.

Repurposing content is transforming old content into newer formats that are equally interesting and fun to read/consume. The best example of this would be using old information from an old blog post into an infographic.

Why should you repurpose content?

Content repurposing is versatile and highly scalable. The resource you need is already there (in your blog, case studies, and other resources), and you can use old research and statistics to create new material. If you have already established relevance and value before, why not transplant what you have to the present time? Again, the need for information is unceasing, and repurposing content is one of the easiest ways to give people what they need.

Methods for Repurposing Content in 2021

 Locate Evergreen Content

This is likely the most important step. While all your content may be high quality on a technical level, not every blog or report will be evergreen. Evergreen content is defined as content that people look for, year by year, and there is a high demand for this information. The moment you identify the topics with the highest views and constant demand, we recommend that you continue generating more content like these so you can have even more content to repurpose down the line…

It’s a win-win cycle that will double or even triple the value of the content that you have right now. Repurposing content and winning in the content marketing game will also prove that you know how to do it as an SEO agency, and you’re winning with your content marketing strategy.

Your site will be all the proof that your customers will need to see that you have a robust knowledge of SEO. And that means what? That’s right – more SEO leads.

What if you don’t have evergreen content?

Let’s say that not all of your content is doing well. Hey, that happens to everybody. The challenge is to find likely candidates and repurpose them to see what happens. It’s only through experimentation (sometimes) that you can identify users, evergreen content properly. Transform these into new formats and publish quickly!

There are three fast methods to locate evergreen content:

– Check your blog manually. Which posts have the highest views and comments? Check your analytics to find out if you have a pulse for social media shares. Social media shares are extremely powerful for Google rankings. Google loves content that is constantly shared on Facebook and Twitter; that’s for sure. Even if it’s just five shares or ten shares, you’re onto something. You can build on what you have.

– Log in to YouTube Studio and see how your videos are doing. If you have a handful of podcasts and instructional videos, which ones have attracted the most number of organic views? Videos can be transcribed and turned into any imaginable format and reposted on your blog. If you have a treasure trove of old videos, you have even more data to scour.

– Login to Google Console and find out how your site is doing, page by page. Your blog is not your entire site. You surely have additional pages that are attracting some organic traffic.

Target Powerful Formats

 Repurposing is all about being creative using the information from old posts and content in a fresh new format. We’ll give you an example. Take an evergreen article and discuss its points while recording – you have a video for YouTube now. We know – there’s always this pressure to spend a lot of cash for making videos on YouTube. However, if you think about it, as long as the information is understandable and you can present it to your audience, you can start with simpler videos. The more important thing here is you are bringing evergreen information closer to your audience. don’t forget about the essential components of a good video: a catchy custom thumbnail, great transitions, good audio, and most importantly – useful information. No one starts as a rock star with videos, so again, don’t fret.

There are so many methods of repurposing content that it is impossible to run out of ideas. For example, visual presentations can come in so many forms: video, short video (this is different from longer videos on YouTube), infographics, charts, and even presentations and slideshows if you feel that the form will get the information absorbed more quickly.

What do you do with longer content?

Longer content shouldn’t be a problem. It’s a good idea to link together content in a longer post with multiple steps and then add new information to the mix.

How do you apply this? Let’s say that you have ten evergreen posts about organic SEO. There are intersections between the pieces of evergreen content because they describe different processes that are linked. You can reorder the articles and create “steps” for each one. You can add additional video, images and text for each step and then link to the longer, older articles if the reader wants a more comprehensive read. So in one movement, you can accomplish several things that do your site and online presence so much good.

– You were able to repurpose content

– You were able to create new content for your site

– You enhanced the internal linking structure of your site, too

– You maximized the value of your old content through repurposing

This is just the tip of the iceberg. Repurposing content is an amazing way to make sure that no old content goes MIA just because the blogs or pages are old. Second, you can consolidate important content to make sure that people will find them more easily.

When you repurpose information with a new format, you give it a new, fresh look that may be easier on the eyes, too. This leads to longer dwell times on your site. Longer dwell times give Google the green light to improve your ranking for certain search terms. You can easily see where this is going.

PRO TIP: If you have an entire book of great SEO strategies, why not create podcast series, video series, or even webinars about your favorite, evergreen topics? Webinars have the potential of generating a ton of interest in a short period, especially if you have an adequately-sized list of leads.

How important is “going visual?”

Going visual is probably the #1 way to grab the attention of people who have trouble with pure text. While pure text is the most concise way of transmitting information, it’s not the most reader-friendly, especially if we are talking about users who read mostly from their phones. Graphic representations of information are at least one thousand times more understandable and absorbable than longer text. People are visually oriented most of the time, and the addition of color and cute elements greatly helps increase attention, focus, and retention.

Now, let’s talk about something that a lot of people are nervous about. And that is discussing topics and information that you have mentioned before in another post.

Listen, content marketing is not about reinventing the wheel each time. There is no golden trophy if your post has a super, super unique topic. While innovations are welcome, it’s vital to understand that if you can bring the most important bits of information from your old content to your newest content, that is already a winning strategy.

Back to the idea of going visual. People should also realize that visual assets can be placed on other sites, and these placements can be a source of good backlinks. If you don’t want to reach out yet to your competitors, you can always use high-quality sites like Pinterest and Quora to share information (on your profiles on these platforms) and build backlinks, just the same.

Is there space for guest posts here?

Definitely! We know that other sites will likely have some standards with the quality of the content, and just giving them an old blog post will likely result in a virtual door slam. Don’t worry! We’ve already shared with you some top tier methods for transforming content. Reusing content doesn’t mean you are going to use the exact strings of words. You’re just going to use the information and research that you already have.  

If the guest blog that you want so much requires a pitch, then first assembly the repurposed content that you have, line them up and then make a pitch based on what you were able to come up with. Come up with a strong pitch for a guest blog by focusing on the most useful parts of your content. Remember, you can condense old information and integrate it from just about any period.

You will get a huge break by using repurposed content for different guest blogs. Again, this is a win-win situation because you give out evergreen information to generate a high-quality backlink for your site and great content for the hosting site.

Can you republish old content?

Definitely! Republishing old content on your social media sites is a good way to give people the entire experience minus a ton of effort. We recommend reworking some of the old content, upgrading what needs to be upgrading, polishing the content, and then republishing. It won’t matter if it’s from a year ago or five years ago. If it’s evergreen content, people are going to want to read it, period.

And finally, we suggest looking into content syndication. Content syndication is one of the lowest cost methods of generating legitimate backlinks that won’t kill your site or make it disappear from Google for months. It will also help generate interest and traffic for your site. However, do remember that there’s going to be some editorial effort involved in this step, and you have to give it sufficient time and effort so it will work. Additionally, you would also have to generate newer content that people would want to read so that the content syndication will work properly.