Coming up with new content is essential for every business that wants to be successful online. The more valuable content you can offer to your visitors, the more chances you have to convert them into loyal customers and brand promoters.
However, you may arrive at a certain point, when coming up with new content can be really tough. This is especially true when you are in a specific niche and there isn’t much going on to keep creating content around.
But if you want to be successful with your content marketing, you have to be consistent about it. This is arguably the most important rule that businesses and marketers have to follow. So here we face a dilemma: If there isn’t too much to write about, how do you come up with new content?
Well, the good news is, you don’t necessarily need to create new content all the time, just reuse what you already have. If a blog post is old, doesn’t mean it’s not valuable. All you need to do is to find a way to present it in a new light.
Why reuse old content?
Recycling your older content can be useful in a number of ways:
- If your content is old, but nevertheless provides value, it can be used to attract new visitors and leads
- Content creation involves creativity (to a certain point of course) and on some days, your content team might be struggling to come up with something new to write about. Recycling is a good way to help them on those grey days.
- It will help with SEO – Besides providing value to readers, you also need to please the search engines from time to time. Updating older content will be taken into account by the search engines and it will be perceived as more valuable than before, giving you an excellent chance to jump a few ranks.
How to recycle old content
There are a whole lot of ways you can recycle your older content, but here are some of the most useful and easy ones.
1. Updating older content with the latest news
There are a lot of industries where something new keeps coming up every once in a while. A good example can be technology, marketing, SaaS, medicine, etc. These type of industries are always evolving and keeping up with the latest trends is something you need to be doing constantly and that includes updating your content with those latest news.
Doing this, is a good way to show your audience that your company is actively following what goes on in your industry, which is a good step towards building and increasing trust between you and your clients.
2. Use different formats
Remember that content doesn’t come only in written form. Everything you have on your website – be it an article, e-book or video – is essentially content. Play around with content formats to get new versions of older content. You could turn a post that’s statistic-heavy into a useful infographic or write a blog post about a video presentation you have available already.
This will not only help you recycle, but also improve SEO around the keywords that you are using. The more content you have around certain keywords, the more chances to appear on the first pages of search results.
3. Create more “evergreen” content
How do you like the idea about content that never gets outdated? This is what evergreen content is – content that provides value, forever. If you are struggling to come up with new ideas or serve a very narrow, specific niche, more evergreen content is what you should go for.
If you can create articles, videos, e-books or slideshares that can be useful to your consumers at all times, you will find yourself in a very sweet spot. All you need to do after, is share the evergreen content via social media from time to time (not too frequently though) and promote it with email campaigns.
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4. Use guest posting
Guest posting is a great way to promote yourself, improve brand awareness and boosts SEO. Talk to some bloggers or companies relevant in your industry, and offer to exchange some guest posts with each other. It’s going to be beneficial for both you, like a win-win situation.
If you already have a guest post somewhere, you may want to bring it to your own blog. Talk to the owner of the blog where you posted previously and ask him or her if you can repost the content on your website. Many people will be fine with this if you put a not saying that they are the original owner. Plus, they have already published that content first.
Content is the heart of any business nowadays. Making the most out of it is a solid strategy to go with. Don’t stow your old articles or videos. They can still bring a lot of value to your business, with just a few, clever tricks.
About Author: Charles Dearing is an experienced writer and blogger, specializing in marketing and business topics. He writes for patientsites.com and his articles appear on many business and marketing blogs.
92 of Ways to Repurpose Old Content – An infographic by the team at Ignite Visibility and Web Profits