Keeping content fresh is an essential part of doing content marketing work for your business. A speedy way to boost the effectiveness of the content you already have is to freshen it up and repurpose it. Content gets old, and information becomes outdated. That doesn’t mean it needs to be deleted, though - it can be salvaged and continue to provide excellent results. Likewise, content can be reused and repurposed in other ways into new formats that help produce more traffic too.
Compile blog posts that are about the same topic as an eReport. Add some images, nice headers, special formatting, affiliate links, and turn it into a PDF format and sell it or give it away to your audience. You can use the Anthologize plugin for WordPress to help make this easier.
Start from the first post you wrote, or the first piece of content you created, and update it. You can ensure that the information is accurate today. You can append onto the old blog post notes about how things have changed or not changed, as the case may be, update images and more to make older content get better results.
You can go even further with the PowerPoint slide show and create a video with a voice-over. This is a great way to put information on YouTube, or you can put it on a membership website and charge a small fee for viewing that information.
Some short reports or blog posts are perfect for discussing in podcast format. Once you create a podcast, you can also put them on iTunes so that people can download to listen to on the go. You can also post them on the site right with the blog post or information in question, so your audience has a choice about how they consume your content.
Another way to repurpose content is to break up a how-to report into a 7- to 14-day email course. Simply load into your autoresponder for easy automatic delivery when your customer signs up.
Within each report you’ve created, you probably have a few really good lines and quotes either of your own or from a popular figure that you can add to an image and share on Pinterest (or Facebook and Twitter). Link back to the full report for added impact.
While you’re repurposing your old reports and eBooks, you may as well give them a facelift. Freshen the images, the design, the content for accuracy, and make needed additions. Offer anyone who purchased the first one a deep discount on the upgrade, and then remarket the upgrade.
Just like you can create a small report or eBook from blog posts, you can also combine the right kind of blog posts to create an informative, decision-boosting white paper. Contently.com has an excellent outline of how to make a compelling whitepaper.
While you reuse, repurpose, and refresh, don’t forget to keep the new content coming regularly. Your entire content strategy should include regular content as much as it includes repurposed and refreshed content.
Repurposing and refreshing old content is a crucial way to increase website traffic, using work that you’ve already completed. It can liven up your website and blog, make information more current and accurate, and in the process, increase traffic. After you’ve updated the content or created it into a new form, share it again so that you can get the most out of all the content you’ve created over the years.