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Cracking your knuckles and cranking out brand-new content can be time- and resource-intensive\u2014not to mention the creativity it takes to craft a compelling post.
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If you want to drive a new tide of traffic to your business\u2019 website, there\u2019s no need to hamstring your team\u2019s marketing budget. Instead, your existing marketing collateral might just need a little TLC and self-care. We could all use a wardrobe refresh and a spa day every now and then, right?
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The same applies to your content.
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When executed with dexterity, refurbishing, repurposing, and optimizing your existing content can spark traffic surges and drive results. But what\u2019s the most effective methodology when it comes to repurposing content? What approach yields the highest efficacy?
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Let\u2019s break down how to repurpose content and the five key tenets to uphold.
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Before you strap on your editorial helmet and tackle your entire blog, it\u2019s paramount that you identify which pieces are ripe<\/em> for picking. What does that mean, exactly? Essentially, you\u2019ll want to review each piece for the following metrics: Not only does the popularity of a post tell you which subjects your customers want to know more about\u2014it also indicates how your angle or position cuts across your industry, delivering irreplaceable value that your competitors just can\u2019t match. More so, consider the fact that you might have a blog or landing page that\u2019s garnering tons of traffic, yet it\u2019s failing to convert. This can indicate that, despite the SEO performing, the narrative needs tweaking. The inverse also applies\u2014if there\u2019s content with low traffic yet a high conversion rate, you should focus on optimizing it for traffic. By aggregating the right data, you can channel your efforts with intention. In a perfect world, all content would emerge from the creative crucible SEO-optimized (wouldn\u2019t that be lovely?<\/em>). But until the robot coup (not yet, Schwarzenegger), priming content for search value still has to be executed with a warm, human touch. Fortunately, repurposing old content is a tremendous opportunity to instill the most current, sophisticated SEO practices into your archival posts. To that end, here are two effective refurbishments to incorporate in your revamp: The meteoric rise of podcasts as an entertainment form is recreating how many brands share their content. In other words, audio is back, baby.<\/em><\/p>\n\n\n\n Thankfully, you don\u2019t have to engineer a branded podcast series to reach new consumers\u2014but you can<\/em> adapt existing content to audio to leverage a new reader experience. Not everyone is inclined to read a lengthy article, and audio formats give access to people with different processing profiles and abilities. Moreover, some statistics suggest that many consumers may be more receptive to acting on branded content they encounter by ear than by eye. If your company has a microphone, camera, or a recording device on hand, reading your content aloud or using it to guide a brief video is easy to record, edit, and upload on a dime (and a tight budget). Catchy, engrossing content may hook your readers initially, but it\u2019s crucial to establish your credibility to gain user trust. In which case, you can shore up your credentials and revive published content by: When you refresh your content and support your arguments with updated claims and value propositions, you keep that show-worthy shine, no fingers crossed behind your back. <\/em> Ebooks remain a massively popular online content marketing technique, providing site visitors with value they can covet and peruse at their leisure (and a community list you can garner through lead generation). Compile and spiff up your most popular blogs and articles to furnish users with value pro bono, <\/em>and offer a snapshot of who your company is as a personality. Alternatively, you can hybridize old and new content by creating a master blog post that collects your \u201cGreatest Hits\u201d of content (selected per your data) to summon recurring and new traffic. When done right, a Best of Content<\/em> post can drive customers further into your platform, provide a glimpse of what\u2019s on the horizon for your business, and encourage them to stay tuned for whatever content\u2014repurposed or in the pipeline\u2014is coming next. The merits of repurposing content are myriad, but it\u2019s not a job you can do without careful analysis, intentional positioning, and a holistic strategy in place. If you\u2019re unsure how to accomplish this feat and drive the results you\u2019re looking for, we can help. Here at Digital Position, we work with businesses to ensure their digital presence speaks to their ethos, represents their core values, and boosts traffic. And sometimes, the best writers’ work blossoms when they return to a manuscript they shelved years ago. For you, that means looking at all your existing assets and rekindling their spirit. Feel free to peruse our handiwork in PPC<\/a>, SEO<\/a>, and Content Generation Services<\/a> on our website, or contact us today<\/a> to learn more about our methodologies on content repurposing. Sources: <\/strong> Statista. Mobile search – Statistics & Facts. <\/em>https:\/\/www.statista.com\/topics\/2479\/mobile-search\/#dossierKeyfigures<\/a> Statista. Mobile share of organic search engine visits in the United States from 3rd quarter 2013 to 4th quarter 2021. <\/em>https:\/\/www.statista.com\/statistics\/297137\/mobile-share-of-us-organic-search-engine-visits\/<\/a> Oberlo. 10 Mobile Usage Statistics<\/em>. https:\/\/www.oberlo.com\/blog\/mobile-usage-statistics<\/a>
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<\/p>\n\n\n\n#2 Match SEO Trends<\/h2>\n\n\n\n
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<\/p>\n\n\n\n#3 Try New Media Formats<\/h2>\n\n\n\n
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<\/p>\n\n\n\n#4 Credentials, Credentials. Support Your Content with Authoritative Pillars<\/h2>\n\n\n\n
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<\/p>\n\n\n\n#5 Compile Your Best Posts<\/h2>\n\n\n\n
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<\/p>\n\n\n\nRefresh The Old, Sparkle Like New with Digital Position<\/h2>\n\n\n\n
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Fast Company. Branded Podcasts Are The Ads People Actually Want To Listen To. <\/em>https:\/\/www.fastcompany.com\/40533210\/branded-podcasts-are-the-ads-people-actually-want-to-listen-to<\/a><\/p>\n\n\n\n