Content recycling is a tried-and-true marketing method used by business owners and content marketers on thousands of websites. The idea of recycling old content seems simple enough: You take something old, make it new and put it out for your audience. But it’s not that simple.
It takes time, creativity and serious effort to repurpose content in a way that appeals to your audience. The obvious hope of properly reworking your content is that readers will care about what you’re trying to say. The following tips all have something in common: They are a way to provide value to your readers with content you’ve already created.
1. Update popular blog posts.
If you check your Google Analytics data on your website and notice that the same handful of articles keep trending, it’s because the readers are getting value from that piece. New people find the information helpful, and more people keep stumbling across your page.
A great way to repurpose these popular posts is by updating them as new changes emerge. For example, if you have a blog post on the newest WordPress plugins, and the company implements a hotfix, you can go back and update your post to reflect the hotfix. This move will make your website appear more valuable in the eyes of consumers and Google, which equals success for your business.
2. Expand on existing content.
The next way you can repurpose old content is by expanding on content that you’ve published. A great way to repurpose is a listicle, but instead of the “Top 10 Best Things,” you could cover each “thing” individually and link it back to the original listicle. This technique is excellent if you want to bring more content to the readers on a subject you’ve already covered. You’ll have the opportunity to do a deep dive on the topic and educate your audience, providing further value.
3. Create an infographic.
Infographics are already known to increase web traffic by as much as 12 percent, according to one study. It only makes sense that you would repurpose your old content to build beautiful, creative infographics. Remember, you don’t need to use infographics only if the content deals with statistics. You can use an infographic to basically cover information presented in the content.
It’s important that when you republish this, you change the image and include the infographic in its own post so Google doesn’t flag your post as duplicate content.
4. Repost evergreen content on social media.
Evergreen content is a blog post that is essentially timeless. The information could be a tutorial, a how-to guide, a review or just an analysis of data. This content should always be valuable to your audience.
As we mentioned in the first step, you’ll make changes as needed, but this is a little different. Instead of changing the source material, you’re simply repurposing it based on social media trends. It’s always a good idea to share your pillar evergreen articles at least once a month. There’s a good chance that there is always someone looking for the information in your timeless content.
5. Build a newsletter (with content!).
Your email marketing campaign should already be in full force. If not, this is a great chance for you to use old content to help keep your subscriber base entertained and engaged with a newsletter.
One of the best techniques here is to build a formula of newsletter scheduled to go out at a certain time. For example, with Customer A, they get an email with content when they sign up, two the following weekend, and three throughout the next two weeks. This staggers some of your most popular content going out to your subscribers.
You can set your email campaign to run on a per-person basis so everyone will get their content emails in the order they subscribed. After your emails drip out to customers, this is a great time to implement a content upgrade to keep customers invested.
There are plenty of ways for you to take your existing web content, shine it up and turn it into something special again. The key to maintaining the success of your content is to keep providing value to your audience. Repurposing your old content is also a great way for you to expose a new audience to your blog and hopefully turn them into subscribers.