Content is king, but creating new content every time can be time-consuming and costly. That's why many marketers and businesses are turning to content repurposing and recycling, which is the process of reusing existing content in different formats, platforms, or contexts.
Content repurposing and recycling can help you:
- Save time and money by reducing the need for new content creation
- Increase your content visibility and reach by exposing it to new audiences
- Boost your content engagement and retention by adding value and variety
- Enhance your SEO and authority by optimizing your content for different keywords and topics
In this article, we will show you how to use content repurposing and recycling effectively to maximize your content reach and impact. Here are some tips and examples:
1. Identify the best-performing content pieces
The first step to repurpose or recycle your content is to identify the ones that have performed well in terms of views, shares, comments, leads, conversions, etc. You can use analytics tools like Google Analytics, Facebook Insights, or HubSpot to track these metrics.
Some of the factors that indicate a successful piece of content are:
- It has a clear title, headline, image, or video that attracts attention
- It has a relevant topic, keyword, or question that matches the user intent
- It has a compelling value proposition, benefit, or solution that addresses the user pain point
- It has a clear call-to-action (CTA) that encourages the user to take action
You can also use tools like BuzzSumo or SEMrush to find out which types of content are trending or popular in your niche or industry.
2. Choose the right format for your new piece of content
Once you have identified the best-performing content pieces, you need to choose the right format for your new piece of content. There are many ways to repurpose or recycle your existing content, such as:
- Updating it with new information, data, insights, or trends
- Adding visuals like images, videos, infographics, charts, etc.
- Changing the tone, style, voice, or language
- Changing the length or structure of the piece
- Changing the platform or channel where you publish it
For example:
- You can update an old blog post with new statistics from a recent report or survey
- You can add a video testimonial from a satisfied customer or client
- You can change the tone from formal to casual or vice versa
- You can shorten an article into a bullet point list or infographic
- You can publish it on LinkedIn instead of Medium
3. Optimize your new piece of content for SEO
When you repurpose or recycle your existing content in a different format or platform, you need to optimize it for SEO. This means:
- Using relevant keywords and phrases that match the user intent and query
- Using descriptive titles and meta descriptions that summarize the main idea of the piece
- Using alt text for images that describe what they show
- Using internal links that point back to other related pieces of content on your website
- Using external links that provide additional value or credibility to your piece
For example:
- If you update an old blog post with new statistics from a recent report or survey,
you should include those statistics in the title and meta description,
and use them as keywords throughout the piece.
You should also add images with alt text that explain what they show,
and link back to other blog posts on your website that relate to those statistics.
You should also link out to reputable sources that support your claims,
such as reports from industry associations or experts.
4. Promote your new piece of content across different channels
The final step is to promote your new piece of content across different channels where your target audience hangs out. This will help you increase your exposure, traffic, and engagement.
Some of the channels where you can repurpose or recycle your existing content are:
- Social media platforms like Facebook,
Twitter, Instagram, LinkedIn, etc. You can share your piece as a post, story, feed, or carousel, and add hashtags, mentions, or emojis to make it more engaging. You can also tag relevant people, brands, or influencers who might be interested in your piece.
For example:
You can share an infographic on LinkedIn as a feed post with hashtags like #infographic #contentmarketing #contentstrategy etc.
You can tag @contentmarketingtips @contentstrategyschool @contentmarketingagency etc.
You can also create short videos on TikTok or Instagram Reels that showcase key insights from your piece.
Conclusion
Content repurposing and recycling is a powerful way to maximize your content reach and impact.
By following these tips and examples,
you can create new pieces of content from existing ones in different formats,
platforms,
or contexts.
