As a busy professional, you have a lot of different responsibilities in your position. That in and of itself can make coming up with fresh content a challenge. Yet, you know how important it is to the mission to create consistently great content. How can you successfully wear all the hats required of you? You can learn how to repurpose content to ensure your onsite content is always fresh and engaging.

What is Repurposing Content?


Repurposing content for SEO is essentially revamping existing content. You take a post, subject, or blog content that drives engagement, and you provide it with further customisation to upgrade the content. This might be for keyword optimisation, to update the information, or simply to add new knowledge to it. You can also repurpose your blog content by putting together several posts to create an e-book or using the information they contain to create a webinar. Or, perhaps you want to recycle content that could have performed better had it been written more clearly.

The Benefits of Repurposing Content

Content marketing is challenging enough, so learning how to repurpose content will help you take your site to the next level. You might think content reuse is counterintuitive considering the importance of fresh content. However, content writing can be powerful if it’s done right. You know you can’t just repost the same old content and expect search engines to bump you up the rankings.  Content repurposing and reposting content are not the same as each other. Think of content repurposing as upcycling your content to give you a healthy SEO boost. 

You take a current post and change the format, remove old information, add new information and well-performing keywords, and you put it back out into the world. The search engine recognises it isn’t a copy-paste, and as a result, you reach new audiences. What are the benefits of repurposing content? It’s difficult to keep up with demand, so you can quickly create new content by repurposing old posts. By creating excellent content more people will link you to your work, driving more traffic to your site. In repurposing content, you can cover your bases with infographics, visuals, and videos, as well as text.


The 3 R’s of Repurpose Content

As important as unique content is, it’s difficult to churn out great SEO content week in and week out. You can repurpose your blog content to help hit target keywords, increase your ranking, and drive traffic to your site. First, you need to know the three r’s of repurposing content – reuse, repurpose and recycle.

  1. Reuse

Take a look at your top performers because that is where you want to start this content SEO journey. Use analytics to show you which pages get the most views. You can tweak it to breathe new life into it. 

It doesn’t matter how much work you put into every piece; some don’t hit the spot. It could be for several reasons, but now might be the time to revisit those old posts you were proud of even though they didn’t take off. Take a look at how you can upcycle them to make them catch fire this time. 

◦        Give the title an update with keywords (or numbers, which are always a great way to get attention). 

◦        You might not feel changes would improve the content, in which case, you can simply share it again on all your socials or add it to your
next email blast.

◦        Alternatively, you could pitch it to an existing outlet as a guest post. To do this you will need to update the title and make changes
to ensure it’s fresh. 

  1. Repurpose

Repurposing content is an especially successful trick when you deal with a lot of long-form content. You may have written a 3,000-word post that gained some traction, but you know it could have gone further. You can take key pieces of information from it to create a new, shorter version of it. You can also turn existing content into Q&As, FAQs, listicles, checklists, and webinars. There really is no end to what you can do! 

  1. Recycle

Outdated content might still be useful with a few tweaks here and there. Recycle content by updating information and statistics to ensure accuracy and relevance. Be sure to link relevant content on your site that supports your findings. You can also build the new post around comments or feedback you received from the first post’s life. 

If people were interested in it before, there’s a good chance people will be interested in revisiting the topic with updated information.

Ways To Repurpose

Now that you have a clearer vision of what repurposing content means, we can look at the different ways to repurpose it. Building on the earlier idea of shortening long-form content, you could take a 3,000-word post and break it down into a six-part series. Or, you can put several long-form pieces together to make an eBook. 

Alternatively, you can use key quotes and pieces of information on your social media platforms to attract interest to your website. Twitter has a 280 character limit, which makes it a great spot for quotes. LinkedIn and Medium provide space for longer posts, which makes them an excellent choice to post an article or even sections of your white paper. You can provide a stunning visual with a clever caption on Instagram. The point is all of these posts should lead readers back to your website, where they will find more content.

Transform a blog post into a PowerPoint presentation, infographic, mini-graphic, video, or even a podcast. 

A great content repurposing example is to take a high performing post and change the format. Whether it’s a post you turn into a video or a video that you transform into a listicle. You have to look at what value your old content holds and think about what shape it will succeed in. Two of the most popular ways to repurpose content are listicles and how-tos. Everybody loves listicles because the headline creates a clear explanation, and they’re easy to read. How-to posts are also popular because it puts educational content in a logical, easy to read format. Data-led content is also popular. Using a statistic to bolster your point can be compelling when visuals are included.

Final Thoughts

As far as digital marketing strategies go, if repurposing content isn’t part of yours it should be. It’s an effective way of breathing life into popular posts that still hold value. Search engine optimisation is challenging, and if you want to play the game long-term, you need to find new approaches to do so. By repurposing content, you beat the system and tap into new audiences with old ideas you’ve improved.

Want to learn more about repurposing content? Or, want to see how you can up your SEO and Content Marketing Strategy? We can help! Get in contact with the team today.