It’s no secret that it takes a lot of time (and money) to create high quality content, so it’s critical you milk your best content for all it’s worth. Repurposing Content is hands down the best way to get the most out of your best material.
If you’re not already doing it, you should be; in fact 60% of marketers will at some stage reuse content, sometimes up to 5 times, with 45% repurposing their content regularly.
Obviously the art of repurposing varies depending on what your business provides and who your target market is, but here is some useful info to get you started.
What Content Should You Repurpose
First things first, you’ll need to determine which content is worth your time.
With a site with hundreds, if not thousands of posts, it can often be pretty tough to know what content deserves repurposing.
The first thing to look for is evergreen content. Evergreen content is basically your timeless pieces, content that will be relevant no matter when the reader views it. Nobody is interested in outdated info, so steer clear of that.
Next, it should have a history of high performance. That doesn’t necessarily mean it’s raking in thousands of views a month right now, but a history of being some of your higher tier traffic earners is a great indicator it deserves another go.
Above all though, you should aim for content where you can add something more. Not only do readers love this, but search engines do too.
Why You Should Repurpose Content
Creating new, valuable content every day is, well, impossible.
Is that a problem? No.
If you’ve already got great content, there’s no need to create new content every day. You can reach even more people by recycling your old material. Among the advantages are:
Get The Most Out Of Every Viewer
Different people retain knowledge differently. Some are visual learners, others prefer hearing it. It’s not exactly laziness, more psychology.
Creating different mediums for your audience to consume will ensure your content isn’t falling on deaf ears.
Reaching A New Audience
This is best summed up with an example: if someone who spends all their time on Pinterest wants to know how to make money online, they’re probably not going to search for it.
Certain people and demographics get their information from the web in a different manner to others. Typically speaking, a viral piece of content shared on social media will perform far better than the same content that’s SEO optimized.
Google Loves It
We already know that there’s over 200 factors that go in to how your site ranks on Google. One of these factors is a much easier win than others too. That’s being an ‘authority’ on what you’re talking about.
If Google detects that you’ve not only written a good quality piece, but have other content on the same topic, you’ll be rewarded for seemingly having a vast understanding of the topic, not just surface level.
This is the same theory behind exact match domain names ranking well.
Boost Your Industry Notoriety
Another often forgotten, yet ever present factor in the success of your site is your industry presence.
Growing your profile in any online industry can often take a really long time, so you need to be casting your net as wide as possible.
Take Neil Patel for example; if you’ve (somehow) managed to outrank his content for a particular keyword, it’s likely that people will recognize his site and click on that instead.
The more people who know your name, the more clicks will happen naturally.
The Best Ways To Repurpose Content
Infographics are the single best way to capture peoples attention.
If a reader could receive the same amount of information in 200 words or in a single image, why would they want to read. According to SEMrush, users will only read an average of 18% of an article, so don’t give them a choice, turn your information into an irresistible chart or picture.
Before you read on, your focus went straight to the infographic didn’t it, see how effective they are at stealing your attention?
When you’ve already got the information, creating an infographic is actually really simple. My favourite tool is Canva, it’s free and I can create engaging infographics without an artistic bone in my body. There’s really no excuse not to when there’s pre-designed templates ready for you.
If you don’t believe me with how easy it is, I managed to make this one in 10 minutes, without a single creative bone in my body.
It’s no secret that infographics give a huge boost to user engagement, but they actually also have a lot more uses.
In fact one of the leading SEO trends nowadays is link building through infographics. As I’m sure you will do, sometimes we just can’t be bothered creating a new one for every article we write, so, you steal one.
If you’re lucky enough to have yours stolen, they could potentially link back to you; if they don’t link back, most people will happily link the image to your site with a polite email.
Pro tip: you can reverse image search your creations to find where they’ve been reposted to get more links.
Start An Email Newsletter
Although newsletters are often seen as a pain in the a** to create, they’re an excellent way to build an incredibly profitable audience.
The toughest part of any email campaign is getting people to actually read them. This unfortunately means that there’s a lot of learning involved in creating something that will eventually drive conversions.
A newsletter can be as long or as short as you like. Take for example SalesHandy’s newletter:
Short and sweet, it gives you a pretty good idea of what you’re about to read, letting you make up your mind if you actually care or not. This tactic works well because it’s not as invasive as some others.
However, strategies like that are rare, in fact it’s far more common to have a lot more info in your emails, which in turn is a great way to build up a loyal audience and niche authority.
Update Old Posts
Why fix something that ain’t broke? Because Google wants you to.
Most the time, writing killer content isn’t enough to stay relevant. Look at sites that try and give SEO advice based on the latest Google algorithm changes; sure they may write a super informative piece, but considering Google changes their algorithm up to 600 times a year, it won’t be useful for long.
There’s 2 major benefits to doing this. Firstly, Google understands that having regularly updated content usually equals having good content, so you’ll get a boost. The other is user experience, if a user is leaving your site happy, they’re far more likely to return.
If researching everything again just to post a few measley paragraphs isn’t your idea of fun (neither), adding an infographic is a great place to start. Best part, it doesn’t have to be yours.
If you’re not doing this already, you’re throwing away money. Starting up a Facebook page with a decent following may seem difficult, luckily though, it’s not needed.
Whilst it would help to get your content straight to your targets feeds, you can reach an even bigger audience by finding relevant groups. Simply searching for them works well, or you could look at where your competitors articles are posted to try and snipe their traffic.
As for how to post, all you need is a snippet from your content, usually the introduction is good enough. This post from Neil Patel, is a perfect example of eye catching marketing:
Remember though, you only have a few moments before the viewer decides if they want to click your article or not, so try and come up with as catchy a headline as possible.
Put It In A Podcast
Podcasting is something that comes up often with online blogs and businesses. In the past few years, the popularity of podcasts have absolutely exploded.
In fact a recent study by Neilsen found that 104 million Americans had listened to a podcast in the last month. To demonstrate the growth, iTunes alone has over 34 million podcast episodes, triple the amount from just 2 years ago.
When I began blogging, one of the few reasons I actually persisted was thanks to the Niche Pursuits Podcast, which leads me to my next point.
Podcast listeners make for super high quality traffic. You can say almost anything and with a loyal enough listener base, they’ll do it. To be honest you don’t even need loyalty, you just need to sound like you know what you’re talking about.
No lie, I learnt so much from Niche Pursuits that I changed my ad company because of what they said and even used their affiliate code (which gave no discount) so they would make a bit of my ad revenue, as a thanks.
Post It On Reddit
Reddit may have built its popularity off people sharing memes, but nowadays, it’s an extremely diverse site where you can find communities of people interested in absolutely anything.
The exposure you can gain on reddit is ridiculous, take my story for example, I posted a single referral link ($5 per sign up) on a subreddit about micro-investing with a pretty low effort description to go with it.
Within a year that single post had made me $750 from people clicking the link, despite it having no upvotes at all.
You can choose to post the entire article (I’d keep to under 1000 words) or just an intro to an existing article on your site.
Regardless of your choice, to get maximum exposure an excellent trick is to create an infographic to accompany the information. Despite infographics being great on their own, they will help you stand out from every other post on the sub.
Find Relevant Questions On Quora
Quora is another great way to get hyper focused traffic to your site. Generally speaking, if someone’s got a question, so do a lot of other people.
The great thing about Quora, is they’ve already built a lot of authority on the web, so they’ll pop up at the top of search results almost always.
So how is it relevant?
You simply need to answer questions in the briefest, but most in depth way possible. That means give the reader more than the other answers, in less writing. Then all you need to do is naturally sprinkle in your links and watch the traffic roll in.
Here’s an example of a question I recently answered that’s been getting a bit of traction:
If you’ve ever looked up anything SEO related on Youtube, chances are you’ve run into one of these 2 faces.
It’s no secret that YouTube is far more popular than any could ever imagine. In fact, we spend 3.25 billion hours on it a month, so jumping on the craze is only natural.
Here’s the deal though, it’s not easy getting your content to explode in popularity. But if you’ve already got other streams like your website working for you, then boosting yourself should be easy.
If you do manage to gain some traction on YouTube, hold onto it for dear life. Studies have shown that people absorb almost triple the info from a video as they do from reading, making YouTube the perfect engagement tool.
If done right, running an online course can get you a lot of traffic. Not only that, but it’s an excellent way to get extremely focused traffic. Think about it, if you run a course, whether it’s emails, videos or simply posts, you’re going to have a group of people who trust everything you say, right from the get go.
Course are also great at targeting a wide range of people. What I mean by that is, even though 1000 people might click on your article, you could easily lose 300 of them because they don’t want to read, or it’s not visually appealing. It’s not a conscious decision we make, it’s psychology. Running a course gives you the chance to present your content in multiple different forms, leaving the reader satisfied.
Once you get the hang of it and build up a big enough audience, you can subtly slide in affiliate links, or promote your own products and services. There’s a much higher chance you’ll gain a customer than just from regular search.
Keep in mind, people that will want to take part in the course won’t be satisfied unless you give them the most in depth knowledge of your subject that they’ve ever seen. Otherwise, they’d just read an article.
Some topics take a long, long time to research. I spent months researching and writing about micro-investing apps and ended up with knowledge more in depth than is ever necessary.
After writing the article for this site, where to next? Other people’s sites.
Guest posts are one of the easiest ways to score good quality links to wherever you want on your site. You can’t just expect to send an email and score a post straight away though, you have to offer them something irresistible.
Most people will be happy to accept a guest post as long as you know what you’re talking about. At the end of the day it’s free content for them, all you need to do is make sure you write a better quality article than what is normally posted on their site. Remember though, nobody likes duplicate content, particularly not Google.
Many bloggers both love and hate webinars. The payoff can be huge, but so can the effort.
But lets focus on the payoff part. Webinars are another excellent way to get hyper focused traffic that will hang off your every word. They’re also an excellent way of knowing exactly what your audience wants to be consuming on your site.
All you need to do is talk as in depth as possible about your topic. Don’t just read out your post though, that’s a surefire way of losing all your viewers.
If you’re not familiar with syndication, it’s basically where your content gets shared and republished on different sites around the web. Most sites use it as a way to keep their turnover rate with content as high as possible.
Although it doesn’t sound like an excellent way to forward your own site, it’s actually one of the few tactics that all professional bloggers love. In fact it’s exactly how I got one of my posts onto fox news.
INSERT SCREENSHOT FROM FOX NEWS OF MY ARTICLE
My favourite platforms to get my posts out there are:
- Mix (free)
- Outbrain (pay per click)
- The Hoth (pay one off fee)
And before you worry, most people will use the canonical tag when they post your content, which tells Google it’s a repost from somewhere else, meaning you won’t get penalized for duplicate content.