12 Sep 5 Innovative Ways to ReUse Old Content
How much time do you spend filling your website and social media channels with new content? Blogs, images, tips, tricks and tutorials all take time to produce.
But content, because of the nature of what it is and how its presented, has a shelf-life. Newsletters get buried under the piles of emails in people’s in-boxes (because they don’t all have a VA handling their in-boxes!), blog posts get buried in trash or archived by your website. Webinars end and social media posts disappear into the abyss quicker than you can blink. Contents fade away from the feeds of your followers, blissfully hidden amongst everyone else’s “new content”.
The content you create (along with the time and energy you put into it) quickly gets buried under your newer content. So was all that hard work for nothing? Or is it possible to master the art of reusing content?
The super positive is that if you’re creating great content the good news is that it can take many different shapes and forms and as a result be reused in different ways. As an example the information you shared in a blog post 6 months ago, can be repurposed for a newsletter, an infographic or even be built into a module of an online course if that’s the direction you’re heading.
There are numerous benefits in repurposing your content as much as you can including:
- It saves you time. Instead of reinventing the wheel every time you need to create a piece of content, you can pull from your existing copy and research you’ve already created to speed up the process.
- It helps you reach a new audience. People respond to different forms of media. Some people enjoy videos and podcasts, while others enjoy blog posts and infographics. By creating different types of content, you have the potential to appeal to more people.
- It improves your SEO. The more content you have on your website, the higher your chances of being seen as a trustworthy and credible source of information by search engines.
- It reinforces your message. Repetition is a key for effective marketing and so much so with social media marketing. Generally buyers need to hear or see your message at least seven times before they’ll act with a purchase.
So how do you go about repurposing old content? We thought it would be useful to share just a few of the things we do when supporting our clients with multi-use of their content:
1 | Merge blog content into an e-book
Are you frequently blogging about a certain topic? How about rounding up some of your most popular posts and turn them into an in-depth ebook?
Then you can either use it as a content upgrade to encourage people to subscribe to your email list, or you can go as far as to charge for it and bring in a little passive income.
But one question you might be asking is “Why would someone pay for an ebook if they can find all of the same information on my blog? There are some important things to consider which are:
- Not every person who visits your site reads every single blog post you’ve written. In fact I would say that the majority of people who read your blog haven’t read anywhere even close to all your posts, and actually have simply headed your way through one particular post.
- People like convenience. Of course they do. They could search your site and read every post, but most people don’t have time for that. It’s much easier and simpler to have you do the hard work of compiling the information for them. All in one place.
- Expanding the information provides more engagement. Simply use your existing blog posts as a basis or a starting point that you can build from. Add to the posts, update them, or include new information when you create your ebook and you have a whole new product.
2 | Turn written content into an Infographic
One of the most pinned graphics from website is an Infographic. So wherever and whenever it’s appropriate, consider including Infographics to accompany your blog posts.
Infographics share well and you can use them on your own social media accounts asking people to share or retweet them. You’d be surprised how many people will share or retweet your content when you simply ask (nicely) them to!
3 | Update old blog posts
Email lists are very effective for marketing. Some people love them, some people hate them. But for this purpose, they are valuable.
Instead of just brushing that old blog post under the rug, or worse, deleting it consider the benefits of posting an updated blog where your target audience is only your email list.
I have clients who regularly update or add to their blog posts but no-one knows they’ve done this because they don’t want to share it all over again (not great marketing). So we often consider publishing the revised or updated blog post with a “refreshed” version of the same content but sharing this simply to their email lists. The knock-on effect has proved to be amazing.
4 | Share blog post content across all of your social media accounts
I manage social media for lots of clients (which can leave me little time for my own!) so if you’re juggling Facebook, Twitter and Instagram (and in some cases a few more social media platforms too) all at once, I know just how difficult it can be to post truly original content to all three platforms every day. And that’s where old content can be a game changer.
Each time you publish a new blog post, share it across all of your social media outlets.
Take the main point and start a conversation around it. Hi-light a quote from the post and share it on Twitter along with a link. Share a quote or a few points in your Instagram stories. And if you are on Pinterest, then at the very least, pin your main blog post image to your boards. Managed well social media can a fantastic way to market your content, repurpose the information you’ve already shared, and get it in front of a wider audience.
5 | Share old blog content with your subscribers
Are you ever at a loss for what to send to your email subscribers? Just because someone is on your email list doesn’t mean they’ve read every blog post or watched every webinar, so consider sending them bits and pieces of your old content.
Is there a helpful tip buried in an old blog post? Have you updated the post (see 3 above!). So then hi-light it, pull it out and make it the focus of next week’s newsletter. If you’ve shared a tutorial on the blog, then break each step into an email series over several weeks or months.
In marketing terms, this allows you to point people back to recent blog content, allowing your subscribers to explore and share more of your content.
So don’t let all of the time and effort you put into creating content go to waste and make repurposing content a part of your regular routine!
And if you need help with repurposing and sharing your content check out our Social Media Management package options to see how we can help!
Alison Vann is the owner of Serenity VA and provides virtual assistant services to clients across the globe. For more information see www.serenityva.co.uk