Content has become the most crucial aspect of digital marketing over the years. It helps gain a higher search engine ranking, attract traffic, and gain conversions. Naturally, businesses are leaving no stone unturned in generating unique, relevant, and insightful content that holds value for the users and buyers. As marketers keep uploading more and more content, they realise that the content posted in the past has been forgotten and lost in the clutter.
However, businesses feeling bad about not getting enough attention for the rich and valuable content uploaded a few months or years back can stop worrying. SEO experts in Gold Coast suggest recycling old content to reuse it to reach new users and reduce the burden on your writers. Content repurposing saves a lot of time and effort and should be a part of the digital marketing strategy of businesses. Let us understand it in detail.
Content repurposing involves revising existing online content and transforming it to create something new. For example, an old blog can be repurposed into an infographic or a PowerPoint presentation to be shared on social media.
Repurposing is not about reducing or increasing the word content. It involves adding current facts and information about the same topic and renewing its structure to make it newsworthy once again. With the revitalised content, you can reach new customers and those who did not read it the first time. You do not have to spend hours researching and writing, as you can rehash the existing information to give it a fresh perspective.
Content writers can change a variety of content into different formats to reach another section of the target audience. For example, a set of customers may not attend webinars but may read blogs. So, they can repurpose the webinar into a blog post and a blog post into an infographic. They can also turn customer reviews into case studies and utilise every bit of the old content.
Whether you have a piece of content that was viewed voraciously or something that did not get the traction it deserved, you can repurpose it to create a new version that generates interest and engagement. Highly popular content does not make it less readable. High performing content evokes mass appeal so you can keep refreshing it. For example, a blog on changing consumer behaviour in Gold Coast can be repurposed to include recent events and their impact on the purchase capacity and preferences.
The best part about content repurposing is that marketers do not have to spend time and money once again to create something new. They can repurpose what they already have and create content that will be able to catch the attention of the target audience.
Using evergreen content works wonders as it can be reused as many times as you want without the topic becoming stale. Use Google analytics to identify blogs, articles, infographics, etc., that are revisited by the users and have gained the maximum traffic over the period. It will help you to find your evergreen content. Thus, if the writer took four hours to write a blog, it can be repurposed in an hour which frees up the resource to work a new project.
Repurposing allows marketers to use their content in diverse ways, such as a blog can be converted into a video, and a testimonial can be converted into an infographic. However, you cannot use the same old content again, it needs to be revised and filled with new information to become useful in the present circumstances. It helps in increasing the reach of the brand by using different content types on different platforms, including Facebook, YouTube, SlideShare, LinkedIn, Company Website, Business Blogging sites, etc.
When repurposed, the same information helps reach customers who are at different stages of the buying process.
For example, a buyer who has decided to buy from the business is looking for details about the product and its uses, which they can find in the blog. On the other hand, there are interested customers who are still learning about the products being sold and do not want to get into the details. They can get the required data from social media posts. Thus, the repurposed content suffices the needs of existing and potential customers.
When you publish repurposed content on the same topic over a period, the audience identifies you as a credible source of information and a thought leader in the industry. They keep coming back to your profile to look for the latest updates on the same topic. Similarly, search engines also view the business as an authentic information source with high visibility across channels and rank them higher in organic results.
The attention span of the audience is limited, and they can easily forget the message that you send them because of the sea of content that they navigate through every day.
Thus, repurposing content allows the business owner to reinforce the message so that it is not lost among all the other messages. It helps them to inform and educate the audience through content repurposing. It is also useful in sending the message again if it fails to resonate with the users in the first place.
The significance of content has grown rapidly in the past few years. It has become a valuable tool for attracting and retaining customers. Thus, SEO experts in Gold Coast stress repurposing content to leverage its potential in all possible ways.