Everyone knows that ‘content is king’ for driving traffic to your website. Great content brings people in due to SEO perks, social sharing and much more. Unlike in years past, however, the content actually has to be good in order to benefit your site. This means many marketers are spending a considerable amount of their time or a considerable amount of their budget on hiring content producers (trust me, I’m a freelance writer and MANY sites hire me to create the content they need).
While it is always going to be necessary to have a good stream fresh, new content, that doesn’t mean that each piece of content that is published has to remain just as it is. Good marketers should learn the art of ‘repurposing’ content to get as much value out of it as possible. Repurposing content is when you take existing content and find a way to use it again. The trick is to be able to do this without it becoming spammy or lower quality.
Take note, repurposing content is NOT just spinning content!
Take a look at the following great ways you can repurpose your content to get the most value out of it that you can. This repurposing typically takes much less time and effort than creating new content and you can even have an assistant take care of it for you.
Tweet the Content
This is one of the easiest options for repurposing content. Simply pull all the key stats or facts out of any content you publish and turn them into tweets. Include a link back to your main post and you’ll have an easy way to engage with your audience while driving traffic without having to come up with original content ideas. (These stats can also make great Facebook posts!)
Top X Posts List
Once you’ve been publishing new content for a while you will likely have more than one post about a given topic. When this happens you can write a ‘recap’ post that lists the top posts from the past. For example, if you have written a lot of posts about the health benefits of specific foods you could repurpose that content by making a post titled “Top Five Healthiest Foods We’ve Featured” where you just have to write a quick intro and then link to the existing posts.
Email Marketing
You should be creating an email list to help with your marketing to begin with. Using the content you published as part of your email marketing campaign can be very effective. Sending out an email with some highlights of the posts can attract people back to your site.
Create a Presentation
Many types of content can easily be turned into slideshows. These slideshows can then be published on other sites that specialize in this type of content, with a link back to your site. This is often an easy job for a virtual assistant and can help with link building as well as direct traffic generation.
Record the Post on Video
You can create a simple video out of the content and publish it on YouTube and other video sharing sites. Even if it is just someone reading the content and displaying the text, this can help to drive traffic. Of course, not all posts will lend themselves well to the video format, but when possible, this is an excellent option.
Turn Auto & Video into Text
If you are a pod caster or make videos, always transcribe the content into text. This can be very helpful for those who don’t like to watch video or listen to audio and will also be an easy source of good content for your site.
Of course, there can be other ways to repurpose your content as well. Whenever you have a new piece of content, think about how else it can benefit your business. Getting the most ‘bang for your buck’ is important when it comes to content marketing.
Slowly Publish Repurposed Content
One last tip for repurposing your content. You don’t want to take a newly published item and immediately repurpose it or your loyal readers will get tired of seeing the same thing. Let your content sit on your site for a few weeks before you begin slowly publishing it in repurposed formats to get the best effect.
