If the idea of repurposed content makes you feel like you’re cheating, then think again. “You don’t have to create content day in and day out,” says expert marketer and Social Triggers founder Derek Halpern. “You just have to work on getting the content you already have in the hands of more people.”
You’ve worked hard to create quality content, right? And to be honest, writing good stuff isn’t simply a hop, skip, and a jump to the top of the search engine results. It takes some work. After a while, you may feel like you’ve become a content machine that keeps churning out blog post after blog post … newsletter after newsletter … email campaign after email campaign …
Repurposing content you’ve already written gives you the opportunity to get that luscious or useful piece of information to more users. You could take today’s blog post and use it to create three Facebook posts tomorrow. And an infographic for Pinterest the next day. And a YouTube video next week.
That’s the idea behind repurposed content. Some call it recycled content.
But while recycling converts waste into re-usable material, repurposed content is not waste. It’s quality material that’s delivered in a different format from the original.
If you’re struggling to build traffic and reach more users — but you are running out of time each day to write new material — try a different approach. Repurpose. Here are some fundamentals.
Repurposed content is published content that is reformatted and delivered to a different audience.
Yes, it’s actually standard operating procedure — as long as you created the original piece. But if you are thinking of repurposing another writer’s creation, then hit the “Stop” button. That’s called copyright infringement.
Repurposed content increases your traffic.
When you reformat the same information for a different presentation, you use the same keywords. That means more users will find you in a search and you’ll get more eyeballs on your content. A new study from SEO giant BrightEdge found that paid and organic search combined are responsible for 68% of all trackable website traffic.
Beyond marketing savvy, repurposing your content is a time-saver. Every time you create a new piece of content from scratch, you must take steps. Wouldn’t you like to eliminate one or more?
But when you repurpose your content, you can eliminate five or six of those steps.
For instance, let’s say you’ve written an article and posted it on your website. But then you choose to repurpose some of the article content into a Pinterest post. You can jump right to Step 7.
And as a bonus, your keywords will now be all over Pinterest. You’ll acquire followers who may not find the article on your website.
Yes. In fact, it’s a good idea to conduct a regular content audit in order to make sure your information is up to date. Just be sure you understand the difference between updating content and repurposing content.
Beyond that, old content that is both updated and repurposed can increase your organic search traffic. Social network application Buffer demonstrated this principle in a 2015 experiment. For a month, the company focused on updating and repurposing old content. Surprisingly, its organic search traffic increased by 4%.
That luscious piece of content that you’ve slaved over? Share it with as many people as you can. In as many ways as you can. You’ll acquire new readers and users. And more importantly, you’ll get your valuable information into their hands.
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