No one likes waste. So why do so many people waste content? There’s a stigma against recycling when it comes to posts, but realistically there’s a lot to be gained from a well-planned content repurposing strategy.
Some audiences prefer visual information rather than stats; some would rather read an interview than watch one. Reusing old content allows you to target a different user type, which can reap just as many benefits as the initial post did. Not only that but repurposing your old work gets more value out of your time and effort – work smarter, not harder!
Here we look at 5 different ways you can make your content go further.
1. “Best of” posts
The first (and perhaps most common) strategy for repurposing content is the classic “best of” piece. This is most frequently written as a yearly wrap up, often with a headline like “our best blog posts of 2017”. A bit of creativity goes a long way here as one of the keys to repurposing content is choosing the right time and topic. Look at your old posts and see if you can group them in a fresh and relevant way for a unique round-up piece.
A good indicator of what you could be sharing comes from looking at Twitter trends and general social media news, as they highlight popular subjects from a wide audience and allow you to piggyback on their popularity.
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These posts work because they encourage users to click through to the multiple source articles and are generally quick and easy to make. The main difficulty is picking a relevant topic where you have enough, but it’s somewhat unclear exactly how. We know that the more something is shared or liked, the higher quality it is likely to be, and therefore, the higher the Google bots will want to rank it!
A good way to get something shared is to identify a popular.
Not all blogs are going to be suited for repurposing, so make sure you keep them relevant, and you publish them alongside new content too.
Tom is a Content Strategist at WooContent, where he specializes in writing eCommerce, gaming, and video content. WooContent is an international, multi-lingual copywriting agency with offices in Sydney, London, New York, and Singapore.