If you have a blog, you know that it takes a lot of work to come up with fresh, relevant content on a consistent basis. You write the article, post it on your social media channels, get some traffic, but then what? Are those articles you spent so much time curating and creating destined to sit in the dungeons of your website, never to see the light of day again? Wouldn’t it be great if there was a way to reuse your old content, to give it a second life? Well, you’re in luck, because there are many ways to repurpose this content!
Why Reuse Your Content?
As mentioned earlier, you spent valuable resources to write these articles – don’t you want to get more return on your investment? People tend to ignore older blog posts because they fear the information isn’t relevant anymore. However, we’d be willing to bet you’ve got some perfect “evergreen” content in your archives. What is evergreen content? Simply put, it’s content that is more or less always relevant. It’s not attached to an event, promotion, or trend, and deliver as much value today as they did the day you published them.
Remember: Don’t be afraid to post your content more than once. Content is not necessarily a one-and-done type of thing. With the amount of information coming at all of us every day, it’s so easy to miss an article of even one of your favorite accounts. And hopefully your audience is growing, so new followers may not have seen the amazing article you wrote six months ago. Share and share again!
Identify Your Content
The best place to start is by reading through your old posts and flagging those that your audience would find useful today. You can also check your Google Analytics and find your most popular articles and see which could be repurposed.
Are there articles that are largely still useful today, but might include outdated references like a website or company no longer in business, or a key piece of technology that has since been updated? Make those changes to the article, and change the date to say “Last Updated” and put the current date. Viola! You now have an article to share with a new audience!
Take Your Blog Posts to the Next Level
If you want to do even more with your content, explore these options. By taking blog content and transforming it into something else, you can appeal to a larger audience and drive more traffic to your website.
A How-To Guide or E-Book
If you have several articles that are all focused on a similar subject, why not package them together as a downloadable guide or e-book? You can offer this as an incentive to sign up for a newsletter or mailing list, use to assist in lead generation, etc.
Look through your content and see if there’s anything that could be easily translated to a newsletter. Think lists, how-to guides, interviews with experts, etc., as these are all great topics for newsletters.
People love infographics! They are a visually appealing way to present lists of stats, numbers, percentages, etc. You may have someone on your staff that can create one, or use an online infographic generator such as Canva, Piktochart, or Venngage. They are easy to post, easy to read, and easy for your audience to share.
Pinterest Pins and Boards
If you have some really great visual content, create a Pinterest pin. These pins can really increase traffic to your site, as they are easily searched and shared. Also consider starting a Pinterest board and pinning topics that are related to your industry and serve as a resources for users.
Maybe you’re ready to take things up a notch. How about a podcast? You may want to rework the content of your article to sound slightly more conversational, but you can record yourself, a coworker, or hired voice talent, reading your blog post and there you have yourself a podcast. Post it on your website and social media to get the word out.
Another idea: perhaps you and a coworker or industry expert can record a conversation where you discuss the topic of the blog post and dig in a little more, to offer your audience a ‘deeper dive’ into the topic.
There’s no denying the popularity of videos. YouTube, webinars, TikTok, Zoom, Facebook Live, Snapchat… the list goes on. People are turning more and more to videos for how-to guides, interviews, etc. Consider taking some of your most popular ‘how-to’ content and turning it into a video. Or, if you’ve hosted a successful webinar, think about editing that into a video.
The Bottom Line
Use that great, relevant content and make it work for you. You used precious resources creating that content- don’t let it fade away into perpetuity. Reuse your old content in new and creative ways, and you will see the benefits! Get in touch with Blindspot today if you would like some help getting started.