3 Ways You Can Repurpose Old Content to Drive Customer Engagement
These days, consistently producing high-quality content is key to your success as an online business. But how do you still get value from those blog posts you wrote nearly two years ago? How can you ensure that next week’s content will match your desired quality? Quite often, the answer lies in repurposing and reusing content.
When you repurpose or reuse your best content, you create new opportunities to drive traffic to your website, generate leads, and fulfill other marketing goals. Best of all, this offers an easy solution to the common dilemma of trying to come up with new content ideas. Here are three ways you can repurpose your old content for maximum results.
Today’s fast-paced digital consumers typically don’t want to devote a lot of time to reading a lengthy blog post. They want information they can digest easily, sometimes in a manner of seconds.
Visual content is one of your best choices for repurposing your blogs and other written materials. HubSpot reports that “51.9% of marketing professionals worldwide name video as the type of content with the best ROI,” while also noting that “visual content is more than 40 [times] more likely to get shared on social media.” Quite simply, if you repurpose your blog content into a visual format, you stand to see some impressive results that a blog post alone wouldn’t be able to achieve.
There are a plethora of options for giving your audience quality visual content. Infographics, slideshows and videos allow you to relay the information from your blog posts in an engaging and visually appealing manner that can be quickly consumed by your audience. When pulling from older blog posts, however, be sure that your information is still accurate and up-to-date before you translate it to an infographic or video.
Social media posts
How often do you share each of your blog posts on social media? If your answer is only once, it’s time to upgrade your social sharing strategy. You can do much more than simply tweet your article headline. Don’t be afraid to do multiple posts to promote your article, using different headlines, images, and article highlights.
If you’re doing your job right when writing blog content, you have even more options available. There’s no doubt plenty of useful information contained in each of your posts which can easily be turned into engaging tweets, Pinterest graphics and Facebook posts. Furthermore, blog posts that use a lot of statistics can be a goldmine for social media posts.
In addition to driving fresh traffic to the blog post you’re trying to promote, this practice will also boost your social media presence across the web. The interesting and insightful posts that are generated from your blogs will encourage engagement and help you grow your social media following.
New blog posts and guide books
There’s a good chance some of your old blog posts are no longer entirely accurate. Those statistics on smartphone usage you shared in 2013 were great at the time, but at this point, the numbers have almost certainly changed. This doesn’t mean you need to ditch the old content entirely. In many cases, simply updating your post with new statistics and information can allow you to quickly write a new, useful post that you can then share with your target audience.
If you’ve been an especially prolific blogger, you’ve likely produced enough content on a particular subject that you could repackage several of your old blog posts into a handy guide. For example, you may need to brush some of the dust off the content and infographic or two, a digital guide can give new life to your old blog posts.
In the summer of 2015 our intern Matt Klimek interviewed our CEO Jay Berkowitz and developed over 25 blog posts. Jay worked with Matt to rewrite the blog posts into a book titled “Matt the Intern’s Guide to Digital Marketing.” The book became an Amazon ‘best-seller’ and landed Matt a college scholarship!
Refreshed pieces of content can then be used in your marketing efforts as you promote them in email campaigns. The lure of a useful guide can be more than enough to land you new subscribers for your email list—one of your best bets for snagging future leads and sales.
You put a lot of time and effort into crafting high-quality content. Don’t let it go to waste by disappearing after a month! As you incorporate these repurposing strategies to better promote the information contained in your blog, you’ll improve engagement on your blog, email lists and social media channels, subsequently increasing your traffic, leads, and sales.
The bottom line is that by repurposing and reusing your content in the right ways, you can generate a better overall return on investment than ever before. So what are you waiting for? Get started today by refreshing an old blog post or two. Along the way, let us know how it’s working for you!