If you’ve heard it once, you’ve heard it a million times: content is king. Does this mean that all you have to do is keep publishing blog articles until you build up enough of a cache to make your site a superpower?
Not exactly. Over time, your blogs get stale and they don’t have the SEO-boosting crunch that they once did. That doesn’t mean all your past work is going to waste, though.
Repurposing content is a way to use your previous blogs and revitalize them so they work harder for your SEO. In this guide, you’ll find out all the essentials:
By the time you’re finished, you’ll have all the knowledge and strategies you need to repurpose your content like a pro.
What Is Content Repurposing?
Each time you write a blog post, you write it with a specific intent and audience in mind. And while it might have worked great at the time, perhaps today you’re more focused on a different audience or something about the topic has changed.
This is when repurposing comes in handy. Repurposing content involves adding to or heavily revising your content to add more value.
That definition may sound vague, but that’s because repurposing comes in many forms. Your repurposing work can add value to a blog by reaching a new audience, adding new ways to reinforce and adjust your message to relate to the current climate.
Repurposing your content in this way allows you to reach people you missed the first time around. You can also repurpose content by reinforcing your message in a different way that’s more relatable to today’s readers.
All the while, repurposing saves time because you don’t need to write a new blog from scratch. Talk about a win-win!
Why Is Repurposing Content Beneficial to SEO?
Search engine optimization is a complex endeavor because search engines look at so many criteria when selecting a search’s results. Fortunately for us all, repurposing content helps your SEO in multiple ways.
First, it allows you to invest your resources wisely and reach wider audiences. Let’s say you had one blog post bringing you a good amount of traffic, and, based on it, you created an infographic and a video. That way, you have boosted your organic traffic with minimal investment of time and money.
Second, repurposing your content allows you to give the content a more recent update record. Search engines assume that the more recently a page was updated, the more relevant and current it will be.
Third, when you repurpose your old blogs, you have an opportunity to put your SEO knowledge to good use. Maybe certain keywords were surging when you wrote the blog but they aren’t popular anymore. You can rework the blog to appeal to more up-to-date keyword data.
All these advantages team up to make your repurposing efforts well worth your time.
The Main Differences Between Repurposing and Revamping Content
There are two common terms you might hear regarding bringing old content back to life: repurposing and revamping. They may sound like two terms for the same practice, but they aren’t.
Think of revamping as making minor tweaks and edits, while repurposing is more of an extensive change. Revamping might involve editing keywords, links, meta descriptions, headers, and so on. Repurposing could involve changing the entire intent of your content, transforming it into another type of content, and so on.
How do you know whether to revamp or repurpose your content? There are several factors to consider.
Article performance: if your article is performing poorly, revamping can turn it around, while repurposing helps you capitalize on an article that’s already performing well.
Your goals: repurposing is appropriate if your goals have changed. For example, if you wanted to bring in subscribers with your post, and now you want to bring qualified leads to sell your product, then it’s best to repurpose. If you want to keep your article focused on the same goal, revamping is a better choice.
Both revamping and repurposing have their own benefits. Understanding the purposes for each technique will allow you to make the most of both of them.
How to Decide Which Content to Repurpose
You’ve decided that some of your content could be repurposed to better help your site, but where do you start? There are a few strategies to help you identify the content you should repurpose.
1. Find Content That Best Matches Your Current Goals
You have specific goals for your business, perhaps reaching a specific audience or selling more of a particular service. In that case, the best articles to repurpose are those which provide a gateway to those goals.
For instance, maybe you want to sell your online course. Start with content that addresses online personal development or the overall topic that the course covers.
2. Repurpose Evergreen Content
Repurposing content is enough of a job on its own. You don’t want to add the extra task of making a highly seasonable or outdated blog seem relevant. Instead, focus your effort on evergreen content that still makes sense and will continue to make sense for years to come.
Choose the evergreen pieces that you have more to say about. You can jumpstart this by using content ideation tools to get a list of popular subtopics, questions people ask, and related queries that you could use to develop your topic better.
3. Repurpose High-Performing Content
Take a look at your website’s analytics. Find out which blogs rank best for metrics like their reach, organic visibility, linking structure, shares, and other performance statistics.
4. Review Your Recent Feedback
Spend some time scoping out the comments on your blogs. Look for constructive pieces of feedback, where readers suggest certain additions or mention shortcomings. If someone is taking the time to comment on your article, you should take them seriously.
5. Identify Keyword Gaps
You should be repurposing content with a specific goal or intent in mind, like optimizing for new keywords. A key way to find those new keywords is to find your keyword gaps: keywords for which your competitors’ content ranks better than yours. Find the articles that are the most relevant to those keywords and repurpose them to close the gap with your competitors.
15 Ways to Build Your Content Repurposing Strategy
As with any digital marketing endeavor, repurposing your content requires a well-thought-out strategy.
Below are some great strategy options for repurposing content, but how do you know which ones to use?
To help you quickly choose the right strategy for your business, we have categorized them by difficulty level, from the easiest to the most challenging one, based on the amount of time and resources they require to implement.
Repurposing Content: Minimal Time Investment
This is the most straightforward form of content repurposing. It means exactly what it sounds like: taking a successful blog post, redirecting it to a new audience or new goal, and republishing it on your site.
Your articles don’t have to stay in blog form. One way to repurpose them is to turn them into snippets like videos, pull quote graphics, and other quick bites that attract audiences.
Certain sites have made a name for themselves as popular user destinations, like Quora, Medium, and Product Hunt. All of these are ideal platforms to repurpose and republish your high-performing content. Those topics that cause high engagement on these platforms can also be repurposed as articles on your blog or guest posting spots.
Email newsletters deliver interesting, valuable content directly to users’ inboxes. It’s no wonder users love them. You can give them what they want by repurposing some of your well-aligned blogs into a directed email series.
Repurposing Content: A Little More Time Investment
Content syndication is the practice of republishing your content on other sites. For instance, you can publish as a guest blogger on various external sites. This is a key way to reach new audiences, increase your backlinks, and improve your overall online presence.
PowerPoint presentations can be an excellent way to reach users who want quick, easy-to-digest information. You already have a wealth of information in your blogs. Redeveloping those blogs into PowerPoints can help you reach wider audiences.
Did you know that images have an 87% interaction rate on Facebook, compared to 4% or less for posts without images? You can capitalize on this by turning the valuable information from your blogs into attractive infographics. Those infographics are perfect for social media posts, website additions, email newsletters, and more.
If you want to make use of a how-to article, look no further than an instructographic. Instructographics are like infographics and they have all the same benefits, but they focus on giving instructions rather than data. These are ideal for visual platforms like Pinterest.
Think of ebooks as blogs, but taking a deeper dive into your topics. If you have many blogs on a particular topic, you can gather and rewrite them into a cohesive ebook.
While there are many ways to republish your repurposed content, guest posting is one of the most helpful. It helps you build your catalog of backlinks while spreading your content and your name along with it.
As you create marketing campaigns for your business, don’t ignore your content. Repurpose your existing blogs into a directed, well-planned campaign on a particular topic or product you offer.
Repurposing Content: Maximum Time Investment
As beneficial as images may be, videos are even better. When it comes to social media, videos get 49% more engagement than images. Why not take advantage of this by filming videos that share the same information you provide in your successful blogs?
More and more people are using online courses for personal and professional development. You can get in on the excitement by creating a course of your own, repurposing information you already have in your blog.
Each webinar attracts an average of 148 attendees. If you continuously build a name for yourself as a webinar pro and attract more and more people, you could reach hundreds or thousands of people each time. You can do this more easily than you think by repurposing your existing blogs as webinars.
It’s no secret that podcasts have surged in popularity in recent years. In fact, approximately 121 million Americans have listened to one in the past month. You already have great content in your articles, so all you need to do is record them as audio with a few modifications and you have a podcast.
Your choice of ways to repurpose content will depend on the amount of time and resources you have available, as well as the types of content you need. Ultimately, it comes down to finding the best fit for your capabilities and your company’s needs.
Content Repurposing Workflow: Best Practice Tips
Repurposing your content isn’t an easy task. It takes strategy, planning, and time, so begin with these top tips.
1. Know Your Purpose
Always start with clear goals in mind. Why are you repurposing your content? Hint: it shouldn’t be “because SEMrush said I should.”
Know how to track those goals too. What statistics will you use to measure your results? What do you want the impact to be on your business?
2. Budget Time for Research
Research is the next stage, and it’s often underestimated. Research your content’s performance and conduct thorough keyword research as well. Move on to researching your competitors with an eye toward the skyscraper technique.
The skyscraper technique is a way to master online content. You search the web and find the top-performing content for your topic. Check out what your competitors have done to create a better, more comprehensive version.
You can then reach out to bloggers and sites who linked to those popular content pieces you used and share your new and improved version with them. If you’re lucky, they may change the link to your content instead.
3. Develop Your Content
With all that research in hand, develop a detailed outline. Decide what form you want your new content to take, like a blog, video, or infographic. Keep your original goal in mind and make sure your plan is prioritizing that goal.
Finally, turn that outline into high-quality content. The process will depend on the type of content you’re producing, but the end product should be the same: a revitalized and repurposed version of the content that has already proven to be successful.
4. Take the Easier Route
If you don’t have the time or the skills to produce the repurposed content yourself, you don’t have to. Once you’re done with the strategic part and have decided on your goals, audience, and content to repurpose, you can outsource the actual writing with SEMrush Content Marketplace.
All you need to do is order a piece of content on the marketplace and include a link to the previous content you want to repurpose. Provide a detailed brief outlining your goals and whatever requirements you may have, and you’ll have it repurposed within 2 weeks.
6 Great Examples of Reused Content that Nailed It
Repurposing content is a strategy that our SEMrush team has used well and used often. We can attest from first-hand experience that it works.
Example 1: The Ultimate Guide for Content Marketers
“The Ultimate Guide for Content Marketers” is a comprehensive PDF guide we created to tell new and developing content marketers everything they need to know. Seeing the PDF’s success, we repurposed it into an online course. The course has become immensely popular, with 8,000+ registrations and a 10% completion rate.
Example 2: The State of Content Marketing
At the end of 2019, we published a report called “The State of Content Marketing Report 2019.” This guide focused on current content marketing strategies and how marketers could put them to good use.
To repurpose this content, we broke the report into several blogs about specific components of the report. For instance, we blogged about “Anatomy of Top Performing Articles”, “Content Marketing Statistics”, and “Top Content Marketing Trends.”
Example 3: Social Media Checklist
Our SEMrush team noticed that our blog post “Your Ultimate Social Media Checklist” was getting noticed. To capitalize on the momentum, we developed an infographic based on the post.
Example 4: Easter Egg Hunt
Gamification marketing is a thriving trend, and we took advantage of the trend by creating our Easter Egg Hunt game. After that campaign performed well, we repurposed it by producing a blog post on gamification marketing, focusing on our Easter Egg Hunt game as an example.
Example 5: Thematic Campaigns Presentation
Thematic campaigns can be powerful ways to use your content. One of our team members demonstrated their expertise in thematic campaigns in a DMWF presentation to help spread the word. After that presentation’s success, we repurposed the content into a thriving blog post.
Example 6: From Quora to Guest Post
Quora’s question-and-answer format has provided a great way for SEMrush to share our expertise. We noticed one of our answers about the best social media strategies for hotel marketing was performing especially well.
To make the most of it, we repurposed the answer’s content into a guest post on Influencer Marketing Hub.
Repurposing Content to Your Advantage
You have a wealth of content on your site. Why use it only once when you can reap the rewards over and over? That’s the benefit of repurposing content. The tips and guidelines above can help you make the most of each piece on your site time and time again.