While some business owners may simply focus on blogs or articles in their content marketing strategy, this form of promotion also encompasses infographics, videos, podcasts and even memes. This is likely why the amount of marketing budgets going towards content increased from 25 to 32 percent in 2015 alone. Fortunately, it’s not always necessary to create brand new content. Instead, there are several effective ways to re-purpose content you’ve already used.
Whether you have a great blog post or an informative webinar, you can repurpose that content into a different format. Blog posts, for instance, can be turned into “tip or hint” newsletters and sent out to your email list. Webinars, on the other hand, can be turned into video tutorials with a bit of elbow grease.
The important thing here is to not simply copy and paste old blogs or articles. This will show up as duplicate content on search engines, and in the end, this could negatively affect your SEO score.
Simply Post Content Again
Although it’s not always possible, content creators should aim to create evergreen material. This is content that doesn’t get old just because of the passage of time. A blog titled “Best Tech Tools for August 2015,” for instance, would be literally useless today. Instead, make content that is as useful a year from now as it is today. Then after a few months have passed, simply post it to social media again.
Update Older Content for Repurposing
One look back through a website’s traffic archives will likely show content that did well but simply doesn’t live up to the “evergreen” title. Fortunately, these posts can easily be updated by adding new information.
Toss in a few newly released images. Change the title to reflect a more up-to-date tone. All of these simple tips can take content once thought to have outlived its usefulness and get traffic flowing again.
Content marketing is one of the most effective tools currently at the disposal of business owners and marketers. Take advantage of this and don’t let old content go to waste. If a previous piece of content did especially well on social media or the organizational website, there are ways to replenish the magic it once had.
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