The answer is YES. Here’s why…
Much has happened in digital marketing over the years, but one thing has remained: content is still king.
If your business is not making digital content in this day and age, whether it be in the form of blogs, vlogs, podcasts, social media, etc., you are being left behind, because let’s face it, everybody is doing it.
With millions of content being churned out on the daily, how do you know yours still stand out?
What is content repurposing?
If you have been in the content marketing game long enough, chances are, you have written articles, or created content about your niche so much over time. Topics get rehashed and an idea is written about a million times in all forms imaginable. It takes a great deal of creativity to get your content on top of everybody else’s. One popular way to get the most out of all the things you create is by repurposing.
This is the process of using an old piece of content and creating a new one out of it. Let’s say you have evergreen content about social media marketing that you wrote two years ago. It was popular, but some of the information or images may need updating. You can rewrite that and republish, or create an infographic out of it to create new content altogether. That is content repurposing.
How do you know if your old content needs repurposing?
Not all content warrants repurposing. Ideally, the pieces you’d want to repurpose are those that are popular and have given you traffic or those that fell flat and didn’t receive much attention. Google Analytics is the first place you’d look at to get this data.
Go to the Behavior section of your analytics, and go to the Landing Pages report. This should give you an idea which content have brought in traffic to your site and the ones that gave you the most conversion. If you have been a diligent content marketer, you’d know exactly the ones that belong to those lists.
What are the benefits of repurposing content?
- You get to reach out to a broader audience. Not all people hang out in the same place on the internet. Facebook likers may not be as active on LinkedIn and vice versa. By repurposing your content, you get to tailor to the needs of each particular group.
- You get to improve your SEO. As mentioned earlier, content is king. The more quality online content you have, the more backlink opportunities you get, and the more your authority increases in Google’s eyes.
- You get to enhance your creativity. How many ways can you reinvent a piece of content? A lot! It takes creativity and a bit of analysis to know exactly how to transform your work to cater to a different set of audience.
These are just some of the ways repurposing content can benefit you and your business. Take a hard look at your blog and see what content needs updating and start repurposing.
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