You know that post you wrote a couple of years ago about SEO tips for beginners? It’s not getting a lot of hits anymore, is it? The problem with content in the digital marketing industry is that it’s aging kind of quickly, and so if you want to implement a content marketing strategy that is up-to-date, you should consider repurposing old content.
But what does that mean?
Repurposing content means you either change the content so that it reaches a different audience than the original, or you simply change the format by transforming it into an eBook, a well-researched white paper or an infographic.
There’s always new information, new technologies, new techniques and strategies that you need to talk about, and that doesn’t refer to online marketing alone.
Today, we’ll tell you why it’s a good idea to repurpose old content and how it can help your business become relevant and grow, not stagnate.
Why is repurposing old content is a good idea?
- Nobody is going to read your old posts
And chances are that you are quite proud of the quality of your old articles, so why should all your hard work go to waste? People know that posts that are a few years old don’t contain relevant information anymore, so they’ll most likely skip them.
The newer a blog post is, the higher the chances that someone will read it is.
- It helps you reach various audiences
Not everyone has the time or wants to check the blogs of several websites they follow to see whether they’ve published new content or not.
By repurposing old content, you can reach new audiences in two ways:
- Talk about the main topic of the article, but also, be specific about a certain idea or strategy that is presented in it.
- Multi-channel marketing – Repurposing content for different mediums just because you need to be present wherever your audience might be as well.
- It’s easy
When you don’t have the time to do research for a blog post that has over 2,000 words, you probably should repurpose some of the old content you have.
Save your energy for later to write that very long blog post you’ve been thinking about for a while. In the meantime, you can easily freshen up a good old piece into something new and exciting.
- It boosts your website’s SEO
If the old piece of content that you are thinking about repurposing hasn’t been optimized or was optimized using a keyword that has a high competition, you can now go ahead and use a long tail keyword for the new piece.
For an SEO boost, you can also repurpose several old articles and find some good keywords that revolve around the same topic.
- Repetition is the mother of all learning
Some might say that coming up with new content is better than repurposing old content. But there’s a rule in marketing that says this: A potential customer needs to hear or read your message several times before he or she will decide to buy something.
The conclusion can be that it’s more effective to repurpose content than to write new pieces.
What’s your content marketing strategy for this year?
Is repurposing old content one of them? Let us know in the comments below.
In a future post, we’ll discuss how you can repurpose old content, so be on the look for that one.
If you are in need of digital marketing services, you can always rely on us and our expertise.
We will be more than happy to provide you with a free website review and show you what opportunities you have to convert more of your traffic into revenue. Call us at 313-566-4849 or email us at firstname.lastname@example.org if you want to find out more about what we can do for you.