As an online marketer, providing your readers consistent, high-quality content is critical to your relationship-building efforts. It’s what keeps them engaged with your brand, and you front and center as a solutions provider.
Yet, coming up with new, original content can seem like a daunting task. And you’re probably learning fast it requires a large, dedicated staff of content writers working closely with a well-planned, well-thought out monthly editorial calendar.
But for most savvy marketers, they’ve discovered an even better way to keep up with it all. And that is…to recycle old content.
Why would a marketer want to recycle old content?
Well, there are several reasons:
- To get more mileage out of existing research and creative writing. After all, it can be a challenge for writers in any niche to constantly create new and original content.
- To reintroduce readers to past but very important topics. Look, most marketers are in the business of helping readers solve problems by developing more consistent habits. Seeing key information over and over increases their chances of success.
- You’ll rank higher for important keywords. Why not optimize for the same keyphase twice? Plus, by using strategic linkbuilding techniques, you tell the search engines you’re relevant…providing an even bigger boost to SEO.
- You build respect among your writers. See, creating original content day in and day out is mentally exhausting. Recycling old content provides a natural “break” from writing while still producing “new” content.
- You reach new readers. See, not every prospect will find you on your website. Using a variety of marketing media allows you to grow your subscriber and customer base much faster than you would otherwise.
Of course, these are just a few of the main benefits you’ll get from repurposing old content. Truth is, smart content marketers who’ve learned how to recycle old content consider this their secret weapon for building a large list of engaged readers.
Yet, many newer marketers still struggle with this idea of repurposing old content…unsure whether it benefits them, or just exactly how to get started. If that’s you, know you’re not alone.
Fortunately, there are several proven methods to help you. And they don’t involve a lot of extra research or mental thought. But fair warning. If you’re still not ready to recycle old content, you could be making a big mistake. It’s probably tons easier than you’d ever imagine.
See, over the next few minutes, I’m going to show you how to get started quickly and easily. So let’s get right to it. Here are…
5 simple ways to recycle old content
1. Break longer content pieces into blog articles. Blog articles typically give content marketers the most headaches when it comes to creating lots of useful content. So, this little “trick” suggests taking parts of a longer eBook—or even the full production—and repurpose it into several blog posts.
This is especially a great tactic for creating quick posts when you’re up against a deadline on your editorial calendar. Plus, you can simultaneously use it as a way to promote your eBook all over again.
Of course…nothing says you cannot turn the tables and create an eBook from several blog articles you’ve already written. Plus, by charging for it, you can get a bump in profits for creating this “new” content.
2. Rewrite old content to include new information. Of course, time has a way of outdating certain types of information. Across all industries. So, you may notice older blog posts or newsletter articles no longer support current trends, research, the latest understanding—nor accommodate today’s modern audience.
But no need to scrap the entire content if the core of the information is still valuable. Just make adjustments…to make it current and relevant again.
Of course, this applies to your top performing blog posts. Yet, if you’re worried about losing their current SEO value…that’s an easy fix. Instead of publishing as a new post, just update the content within that post—keeping the same URL intact—and promote that. In fact, double-check your blogging platform, because it may allow you to just change the publishing date and keep the URL, yet show your revision as a brand new post on your blog.
3. Re-promote the same content across multiple channels. Maybe your existing content doesn’t need updating. Then consider republishing it as-is on media other than the original. This is especially helpful when you purposefully create content that is evergreen. That way, a blog post can then be re-introduced on Facebook, Google+, LinkedIn, and so on. And the content will still seem new to those viewers.
Besides, chances are, if you’re regularly publishing content, not every subscriber will see each new post you publish. Plus, you’re getting new subscribers every day, and they will not have seen any of your old content yet. So republishing older content that is still evergreen will actually still seem fresh to newer readers.
4. Turn webinars into eBooks, articles into podcasts. Whenever you host a live webinar, plan to record it and use it to drive prospects to, as a means of generating new leads. You can also take that content and create some other form of informational product, like an eBook, for which to generate even more new leads.
Of course, you can take newsletter articles or blog posts and turn them into podcasts for further appeal.
This repurposed content offers you the opportunity to get your information in front of a wider audience with varied preferences for different types of media
5. Share subscriber comments or customer feedback in other formats. So, when you get a long string of useful comments on a particularly popular blog or forum post, why not take that engagement and create an article. Chances are, you may find it is mostly written, and all you need to do is tweak it a bit to add value for other subscribers not currently engaged.
Same could be said for customer feedback. Take the good or bad from surveys and such to create a case study or anecdotal story that proves your point about a topic. You could also create an article that confirms your readers’ consensus on a subject…corrects the record…or provides further value to your reader.
No matter what your media of choice, always watch for subtle hints or overt requests from your readers as to what kinds of information they would mostly likely want to get from you.
Of course, the sky is the limit here. Check out this helpful article on content recycling from Content Marketing Institute showing a few other ways you can recycle old content.
Got some additional ideas on how to repurpose content, or what’s worked well for you in the past? Please share them with our readers in the comment section below.
About Jerry Bures
Jerry Bures is a direct-response web copywriter and marketing consultant. Since 2010, he has helped natural health, self-help and business opportunity clients—as well as local small businesses—become more visible, credible and profitable online.