If you’re actively involved in content marketing, it can often feel as if the time and energy you spend crafting your content is not adequately rewarded in terms of engagement and traffic (this is particularly true for small businesses and startups who haven’t yet established a loyal audience).
Fortunately, not all content needs to be 100% original - instead of sitting down and creating something from scratch, you can generate engagement by promoting an old piece of content which has been upgraded, edited or transformed into something shiny and new. If you’re spending less time creating content - this gives you more time to promote it! Here are 5 ways to repurpose your old content and boost its lifespan.
1. Create an ebook
Publishing a free ebook on your website is not only an excellent way to demonstrate your industry expertise, but by inviting people to input their email in order to download the ebook, this also helps you to build a mailing list which can be used for marketing purposes at a later date.
If you have conducted interviews with thought leaders in the past, consider reworking them as ebook content. Previous podcasts, skype interviews and guest posts can be disassembled and reformatted into bullet points of expert advice, boosting the credibility of your ebook and providing valuable insights for your readers. Where an original interview might be lengthy and unappealing to some, condensing the best points into an ebook page makes the information infinitely more digestible.
2. Change the angle
Short for blog post ideas? Think of how you could approach some of your previous posts from a different angle. For instance, after creating a blog post describing the key features of an awe-inspiring infographic, we thought it would be important to follow it up and show people what not to do when designing an infographic. In a subsequent article, we showcased some of the worst infographics from around the net and described exactly what was wrong with them - it remains one of our most popular articles to date. If you have any articles which provide instructions for how to do something correctly, you can most likely create a separate article which describes common mistakes to avoid.
3. Expand on previous topics
There’s no question that list posts are the most popular type of blog post structure - I almost exclusively use list posts because of their immediate visual appeal and scannable layouts. Go back through your list post articles and determine if any of the points you make can be expanded into standalone articles. Alternatively, you may wish to do the opposite - take key points from a handful of different articles and throw them together as a brand new list post.
4. Update old content
In certain fast-moving industries such as SEO, your content can become outdated in a matter of weeks, meaning it will have very little relevance for future readers. However, if you can make a few tweaks and alterations to your old content to bring it up to speed, you can then re-publish and promote it all over again. This is much more time-efficient than creating something brand new in order to keep to your upload schedule!
5. Create an infographic
If any of your blog posts contain a lot of metrics or are structured as how-to guides with step by step instructions, they are probably ideal for converting into infographics. Sometimes, a piece of content fails to generate engagement primarily because it was conveyed in the wrong format. Thus, an informative yet underwhelming blog post can be transformed into a beautiful infographic, complete with eye-catching data visualizations that make your formerly boring statistics jump off the page.