If you’re reading this article, chances are your team has worked hard to create engaging content for your readers. But let’s be honest—from one content marketer to another—constantly churning out new content is hard. Not only is it time-consuming, but it can also be a huge drain on your team’s energy and creativity.
Thankfully, there is another option. Make your content work for you by repurposing that gold mine of content. Repurposing can amplify the visibility of your content and help achieve your business objectives—while saving your team a lot of time and headache.
Here are 6 critical steps to successfully repurpose your content:
1 . START WITH A CONTENT AUDIT
Before you figure out what content can be repurposed, you need to get a lay of the land. This means taking inventory of your existing content library and categorizing it. We recommend using a website crawler like Screaming Frog to get a printout of everything on your website (we’re not affiliated with them, just big fans). This will act as your strategic compass while you begin content repurposing and fill gaps within your funnel. While you’re completing your content audit, don’t forget to include any offline content you may have, like printed reports, white papers or sales collateral. Once you have a record of all your content, go through and determine which of them are:
– Evergreen content: Some things never get old. These pieces of content stand the test of time: they are free of news, time sensitive statistics or information about events/trends that can expire in relevancy or accuracy. For example, a blog post about “How to build an ideal customer profile”, is a great example of evergreen content. The easiest and most effective way repurpose your evergreen content is to change up the format! It helps accommodate different learning styles and increases its accessibility. Plus, it expands the reach of your original content and gives readers even more value.
– Topical—but still relevant—content: Topical content are pieces of content that refer to current events, trends, and news stories. And as time goes on, well, you can guess what happens. This kind of content inevitably becomes irrelevant and outdated. But that’s not to say it can’t be repurposed if the overall theme is still relevant. In this case, we recommend updating the time sensitive areas with more recent stats or information. E.g. “Top B2B marketing blogs you should be reading in 2019”.
– Long-form content: Pieces of long-form content are a great place to start when you begin repurposing your content. White papers, reports, and webinars are treasure troves of future content. They can be broken down and turned into smaller, more digestible formats like blog posts, infographics, or checklists. Do you have an eBook that generated a large amount of traffic for your website? Turn that into a blog series!
2 . REPURPOSE CONTENT TO BALANCE OUT YOUR CONTENT FUNNEL
A better content experience begins with content that addresses all stages of the buyer’s journey. If you have an excess of top-of-funnel content, think about how you can start creating more mid- or bottom-funnel content to balance it out. For instance, you can take related articles, infographics, and checklists along with some relevant case studies and create a new middle-of-funnel asset.
3 . PUT EXISTING CONTENT INTO A NEW FORMAT
People learn in different ways, so it’s a good idea to offer a variety of content formats that appeal to a wide range of learning preferences. Plus, different formats can make similar content more findable across search engines. You can start repurposing your content into new formats by turning larger assets into smaller pieces of content. If you have content that’s more educational
in nature, consider turning it into a webinar. Or, for content that’s purely text, like a blog post, try making it more visual like turning it into a motion graphic video (we can help with that). This is one of the best ways to reformat your text-based content, since people retain 95% of a message presented in video versus only 10% when reading it as text.
4 . CREATE NEW FAQS TO ADDRESS COMMON CUSTOMER CONCERNS…
Search engines love FAQs! If you have content that speaks to your customers’ specific needs and pains, add them to your FAQ page.
… or repurpose FAQs to create longer content
On the flip side, you can take your FAQ page and turn it into a longer form blog post or explainer video. Start by looking for FAQs that cover a more complex topic and would benefit from being explained in greater detail. You can also use your FAQs to create a pitfalls guide that showcases common problems around a certain topic and how to solve for them.
5 . TURN YOUR MOST POPULAR CONTENT INTO A MONTHLY “BEST OF” NEWSLETTER
Remind your audience of your content all-stars with a monthly round-up of your top-performing content. Google Analytics can help you determine which content has had the most traction and generated the best results. A newsletter is a great way to stay connected with your opted-in customers and prospects and further develop that relationship.
6 . UPDATE YOUR META TITLES AND META DESCRIPTIONS FOR SEO
A final, crucial piece for successful repurposed content is optimizing your meta titles and meta descriptions. That way, you know your content has the right foundation for generating more quality traffic. The focus keywords and phrases that you want to rank for should appear at the beginning of your meta title and meta description. We also recommend using action-oriented language to help increase conversions. Limit your meta title length to about 50 characters and your meta descriptions to 165 characters so that search engines don’t cut off your text.
Want better content that accomplishes your marketing objectives? We’ve laid out how to develop a B2B content marketing strategy. Read more here.
A more successful content strategy begins with a full in-depth content audit. Speak to one of our experts to get personalized and actionable recommendations on your existing content library and get the conversions and traffic you’re looking for. Learn more here.