Get more mileage out of your content by creatively reusing and repurposing blog posts, graphics, and white papers across channels.
Regularly producing original, high-quality content can be a daunting endeavor, especially for young businesses with a lot on their plates or veteran companies that are only now breaking into brand publishing. While investing in a holistic content strategy — whether in-house or with an experienced partner — is certainly worth the commitment, you don’t have to put the rest of your business on hold everytime you start working on a new blog post.
Instead, consider how you can reuse existing content in new ways. Whether you revamp articles for external placement or tailor copy for use in compelling infographics, your brand can extend the shelf life of premium content with a little creativity.
On top of making less work for you, recycling content can help you dominate a niche keyword market. Every time your content appears as a result for a search engine user’s query, your site gets logged as a pertinent and reliable source for similar searches. You can boost your overall SEO performance by driving more traffic towards your site for particular keywords, allowing you to leverage your content to outmaneuver competitors large and small.
If you’re curious how your brand can breathe new life into old content and consolidate your share of a given keyword market, try your hand at these strategies.
1. Syndicate Content
Syndication is the process by which you partner with other websites to republish content that’s already appeared on your own site. Syndicated content can be an exact replica of what you originally posted or a condensed version of it.
When syndicating content, there are a few key things to remember. First, you should try to develop partnerships with sites that attract an audience relevant to your business. If you’re in the business of marketing medical equipment to private practices, but you syndicate content on a health-related website oriented towards patients, you’re likely not doing anything to boost your sales prospects, even if that audience finds your content interesting. Second, you should attempt to syndicate your content on sites that are just as authoritative in your field as you are (if not more so). If you jump at the chance to publish your posts on every site possible, you run the risk of diluting the impact of your syndication strategy.
2. Publish Articles Externally
Also known as guest posting, external publication differs from syndication in that the content was originally developed to be published off-site. Externally placed content can certainly direct readers back to your domain, but your backlinking strategy will have to adhere to the editorial guidelines of the publication to which you are pitching the content.
This strategy is ideal if you’re looking to position an executive from your company (or your brand itself) as a thought leader in your field. You should develop the content with your target publication (and its audience) in mind. Once you have secured a placement, many sites will allow you to republish the article on your own site. In this version, feel free to bulk up the internal links and overtly promote your products or services.
3. Repurpose Content for Social Media
The most successful brands have leveraged social media platforms to widen their reach and control their own digital narrative. Bringing your voice to social media can help to position your brand as a trusted authority in your field for key audiences, whether that’s Instagram’s 500 million monthly users or Facebook’s two billion.
To recycle your content for social media, remember: brevity is the soul of wit. Even if platforms like LinkedIn and Pinterest don’t have the same strict character limit as Twitter, users will still scroll past lengthy content that’s not optimized for social media. Use the most interesting, informative “sound bites” from your blog posts or white papers to entice readers to visit your site, and use these posts as a gateway to direct interested consumers towards your specific products or service offerings.
4. Create Infographics
Infographics are a fun way for businesses to memorably broadcast their expertise — especially on social media, where visual content reigns supreme. The best part: rather than starting from scratch, you can use any of your popular blog posts or other long-form articles as the basis for an impactful infographic.
Stick with an aesthetic that’s consistent with your overall brand look, and create smaller graphics that display well on each social media platform to promote the infographic. By presenting interesting information in an enticing format, you can lure readers towards your site and boost the performance of your most impactful written content.
5. Refresh and Republish Content Seasonally
You can give your content a new lease on life by revising it for particular seasonal events. With a few tweaks, evergreen articles can be tailored to address season-specific needs or position your brand as a trusted resource during major industry milestones.
For example, a business that specializes in shipping and logistics might publish content year-round that discusses how to avoid unnecessary delays during transit. During the Christmas season, however, it makes sense to repackage those generic articles, offering actionable strategies to ensure that goods are delivered by Christmas Eve.
6. Convert into Video
Almost half of all consumers want to see more video content from marketers, which creates a unique opportunity for brands to revamp existing content as high-quality visual collateral. Written content can become the basis for a video script, or serve to generate questions for a video interview. Since words on the page come across differently when spoken aloud, it’s a good idea to edit your content accordingly: up the punchiness, vary sentence structure, and dramatize tonal shifts.
While producing high-quality video content can be pricey, there is a range of options available to businesses on a budget. For example, illustrated explainer videos, personal vlogs, or fireside chats featuring in-house subject matter experts are all highly doable for the resources-limited, making it easier than ever to add video to your content toolbox.