Creating fresh, high-quality content takes significant time and effort. But what if you could extend the lifespan of your existing content?
Creating fresh, high-quality content takes significant time and effort. But what if you could extend the lifespan of your existing content? With a bit of creativity, you can give older posts new purpose and connect with new audiences.
Repurposing and refreshing content is a strategic move for any marketer. It allows you to work smarter by making the most of what you've already created instead of starting from scratch every time.
This approach can:
• Save time by building on existing assets.
• Reach new audiences who haven't seen your content before.
• Reinforce key messaging across platforms and formats.
• Keep content relevant by putting a fresh spin on evergreen topics.
Read on for techniques to breathe new life into your content library.
Transforming blog posts into snackable videos is an easy way to present your content in a fresh, engaging format.
Start by outlining the key points from your post. Then, write a tight script expanding on each point. Keep the video concise at two to three minutes long.
Upload your finished video to YouTube and embed it into the original blog post. Promote your new video asset on social media to attract video-focused audiences.
Are you noticing certain evergreen blog posts consistently driving traffic and engagement? Those are prime candidates for repurposing.
Compile your most popular posts into a comprehensive lead magnet, like an eBook, checklist, or cheat sheet. Use these downloads to collect email subscribers in exchange for access to your content.
For example, if your posts about email marketing perform well, gather them into an eBook like "The Complete Guide to Email Marketing." New readers will appreciate this value-packed resource.
Over time, certain information in your content library will become outdated. Don't just delete these posts! Instead, give them new life.
Revisit older posts and update statistics, case studies, and resource recommendations. Insert "Updated for 2023" in the title so readers know it contains the latest information.
Promote refreshed, evergreen content on social media and in newsletters. The combination of proven appeal and updated relevance will continue attracting readers.
Guest posting allows you to tap into new audiences. But constantly creating new articles for other websites is time-consuming.
Instead, repurpose your successful posts by giving them a new title and introduction to fit the new platform. Swap out overused keywords for related terms. Then, pitch the refreshed content to industry websites seeking contributor posts.
With some creative thinking, you can reframe existing content in new ways—test which platforms and formats best resonate with your expanded audience.
Think about the different ways people consume content today. Some love to read blog posts, while others prefer watching videos or listening to podcasts.
Shifting the format of your existing content allows you to cater to different preferences and extend your reach. This approach can breathe new life into your well-crafted messages, making them appealing to a broader audience.
• Blog to Video or Podcast: Grab the essence of your post and create an engaging video or podcast episode. It's a fantastic way to reach folks who prefer listening or watching over reading.
• eBook to Infographic: Turn your detailed guide into a snappy infographic or cheat sheet. It's perfect for quick consumption and shareability.
• Webinar Slides to Blog Series: Those slides you worked so hard on? They can become a series of blog posts, diving deeper into each topic.
• Presentation to Social Media Snippets: Create eye-catching social posts from your slides – great for Instagram, TikTok or Twitter fans.
Sometimes, it's not about changing the format but the angle. Looking at your evergreen content differently can uncover new insights and applications. This approach keeps your content relevant and engaging.
• New Angle: Approach a topic from a fresh perspective. Is there a new trend or case study you can tie it to?
• Interactive Elements: Think quizzes, polls, or surveys. They're fun and engaging and provide valuable audience feedback.
• "Best Of" Compilation: Gather your top-performing content into a comprehensive guide, like a "Greatest Hits" for your brand!
• Localisation: Adapt your content to different languages and cultures to expand your global reach.
Strategic content collaborations can unlock new possibilities for your existing content. By partnering with other brands, influencers, or experts, you can create unique, co-branded content that benefits from shared audiences, diverse perspectives, and amplified reach.
• Co-create Content: Combine forces to create something unique, like co-hosting a webinar or co-authoring an eBook guide.
• Influencer Partnerships: Give snippets of your evergreen content to influencers to promote from a fresh, authentic angle.
• Content Challenges: Participate in online contests or campaigns to showcase your content in new ways.
To ensure your repurposed content makes an impact, implement these best practices:
• SEO Optimization: Update keywords and optimise content to help old and new pieces rank well in search.
• Cross-Channel Promotion: Share refreshed content broadly across email, social media, and other marketing channels.
• Track Metrics: Analyse engagement to determine what's resonating, then double down on what works.
• Iterate and Improve: Continually test new ways to update evergreen content so it remains relevant.
Remember, it's not just about changing the format but reimagining your content through new lenses to continually connect with audiences. With strategic repurposing and a dash of creativity, you can breathe new life into your content library for the long haul.
So, start experimenting with these techniques. Put on your creative hat, take your content in new directions, and prepare to watch it flourish!
