Do you need to reuse the content of your blog? According to online marketers, Crazy Egg and KissMetrics co-founder Neil Patel and Moz co-founder Rand Fishkin, you should do it, but you should do it carefully.
Redistribution of your blog content has several advantages.
First, you have the opportunity to take advantage of the popularity of your existing content. On the other hand, you can also reuse your low-performance content and relaunch it with updates such as better titles, more user-friendly formatting, improved referencing, etc.
Second, you manage to reach more audiences if you reuse your blog content in different forms.
Third, reusing your existing blog content allows you to produce new content in another form or on another medium, without having to spend even more time creating everything from scratch.
In one case documented by Brian Dean of backlinko, he was able to get 260.7 organic traffic in just two weeks. How did he do that? By reusing old content that they already have in hand.
We have since started our own redesign of previous content in order to relaunch towards better results. Instead of creating new “optimized” articles for our blog, we took advantage of existing hardware and, as a result, we save tons of time.
Below are some ways to reuse the content of your blog. Some of these steps have already been applied to our own content reorientation strategy, and others that we are about to implement.
Reuse strategies
1. Improve existing content and relaunch it
For some of our old content, we asked our SEO manager to locate some SEO factors that we could improve. We then relaunched our content based on these SEO results. We’ve updated our content with more targeted keywords, optimized our article titles, and included relevant meta descriptions.
If you want to tinker with your own content review and relaunch, you can run your old articles through free resources such as the SEO Yoast content analysis tool and the Coschedule title analyzer.
You can then edit these posts accordingly and republish them on high-authority sites such as Medium or LinkedIn Pulse. Simply rearrange the title or structure of the article (it shouldn’t take too long) and share. Don’t forget to add the rel-canonical element to avoid duplicate content problems. The canonical link points Google to the favorite url for duplicate content results.
2. Reuse blog content in shareable infographics
Some audiences prefer to consume their information through visuals and headlines, and an infographic is a perfect format to attract these types of people. Canva, Pixlr, Easel.ly or Snappa are free, fool-proof web tools that can help you add illustrations to your article. Attach text titles to add context to your images, then insert an accessible social media sharing button, and you’re ready to go.
3. Turn long messages into presentations that can be shared
Turning a long message into a presentation can help relieve text fatigue for your readers. Not only can you gain a new audience by republishing on a reference site such as LinkedIn Slideshare or Scribd, but you can even use these presentations for workshops or other public interventions.
4. Reuse long articles in downloadable white papers or e-books
Turn your most valuable pieces of content into generation aluminded by reclassifying them into an e-book or something more professional, such as a white paper. Host them on your own site or via Amazon, and ask for email addresses or encourage readers to sign up for a free download.
5. Reuse blog content in a downloadable webinar, podcast or MP3
Some audiences are more audio-oriented, allowing them to listen and learn on the go. For these types of people, publishing a downloadable podcast or mp3, hosted on your own site, via Audible or other third-party apps, might work.
Other audiences would like a more interactive learning experience, so a webinar with questions and answers could do the trick. In addition to getting email addresses, you can also engage with other interested people that you can add to your network and eventually become leads.
6. Round up previous content in a series of emails
Another way to introduce your content to a new audience is to use the old electronic newsletter. Reassigning some of your most popular publications to a series of emails could prompt a stranger or new collaborator to click on your site to find out more.
There are other ways to reuse your content, for example by turning it into an online course, even in a tutorial or a full workshop. The ones I have listed are only those that do not require as much time to run.
In any case, regardless of the format chosen to reuse your content, the goal should be the same: extend the shelf life of the content you have posted, be it your homepage, your sales page or your registration page by e-mail.
Based on the excellent SearchEngineWatch.
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