In our last content based article, we discussed how to choose blog topics that will generate the SEO results you hope for. We mentioned that there was certainly value in recycling or repurposing content from your blog or website when done properly. In this article, we will take a closer look at this practice including the proper time and place for it, as well as how to do it effectively. When we have content on our site that has been hugely popular or that has contributed to a high number of conversions, it only makes sense to use it as a benchmark for future content. Instead of allowing that content to sit stagnant on your site, recycling it can both bring back the same visitors who made it successful with a fresh spin, and also generate an entirely new crop.
Benefits of Recycled Content
When creating a new piece of content, in order to be effective, it takes a lot of time and effort. Because your time is valuable, it can be limiting if you are re-inventing the wheel every time you post. The research, planning, and writing of content can be significantly reduced through content recycling. The practice is also valuable to generate a jump in your SEO efforts. Having multiple content pieces that use the same keywords or focus on the same subject can drive more traffic, rank higher in the search engine results, and generate more backlinks. Also, if you use the same content, but optimize it for different mediums, you can reach entirely new audiences. From a standpoint of your branding, it also will help to reinforce your position as an expert on the subject and reinforce your desired message.
What Is Recycle-Worthy?
It may seem daunting to select the best of the best material for content recycling. It is true, not all content is recycle-worthy. However, finding opportunities to do it is not as difficult as it may seem. Your blog archive is the perfect place to begin your search. Simply start by reviewing your past content, or search for content related to the topic you wish to revisit. There are four primary aspects that you should be considering as you do this. First, the content should be high-quality. If the original content was choppy and full of holes, it is likely not a great candidate unless you plan to start from scratch. Also, the subject matter should remain relevant. This type of content is commonly known as “evergreen”. The message should be just as valuable today as the day it was first presented. Analytics can be of help as well. Look at the posts that were most popular. There is a recycle-worthy reason for that. Finally, think about whether or not there is room to expand on what was said. If you feel the information can be improved upon, added to, or has changed, it is probably an excellent candidate.
How Can I Recycle It?
There are many great ways to recycle your past content. Some are basic while others require some creativity. Use the selected content to create new posts. Simply expand on selected portions of the original content by adding detail, providing examples, or relating it to new developments in your field. The recycled material also does not necessarily need to be in the same format as the original. You could use the content as a basis to create an online slideshow, and infographic, or a video. If the content is truly exceptional and highly valuable, you may not need to do anything more than to repost it on your social media pages or highlight it on your front page. Another favorite tactic is to transform the article into an email series to send to your list or to create an eBook. These are just a few of the many valuable ways to recycle content. Don’t be afraid to step outside the box and come up with some of your own.
Content can be expensive from a standpoint of both time and money. Moreover, while there is no way of getting around the fact that new content needs to be continually generated, there is still great value in squeezing every last drop of usefulness out of content you’ve already used. Recycled content can even be strategically placed in your overall marketing plan to boost traffic when you need it most. Just as a professional SEO company can help provide you with quality new original content, they can help you maximize the effectiveness of content you already have.
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