Content repurposing is a strategic approach where you take existing content and give it a new lease of life in a different format or adapt it for different platforms. This doesn’t only breathe fresh air into your old content but also enhances its reach and increases its SEO potential. To jump-start an efficient content repurposing strategy, the core SEO tips you’d need are to identify evergreen content worth repurposing, ensure the new content format is SEO-friendly, update and improve the content for current relevance, use the power of backlinks effectively, and amplify reach through social sharing.
Understanding the Value of Content Repurposing
Before we dive into specific tips for content repurposing with an SEO focus, it’s vital to understand the inherent value of this process. When done correctly, repurposing content can:
- Extend the longevity and relevance of your content
- Reach a broader or new audience
- Reinforce your message and authority in the topic
- Boost SEO efforts through diverse content types and updated information
- Fill your content calendar efficiently without always creating from scratch
Selecting Content for Repurposing
Identify Evergreen Content
The first step in a content repurposing strategy is identifying which pieces of content are worth repurposing. Look for evergreen content that has maintained relevance over time. These are the pieces that have consistently driven traffic to your site and are not time-sensitive. Using analytics tools, pinpoint which posts have the best page views, time on page, and ongoing search traffic.
Prioritize High-Performing Content
Also, consider content that has performed exceptionally well. This could be a video that went viral or a blog post that received a lot of shares. Such content has already proven its worth to your audience and is more likely to perform well when repurposed.
Making the Most of SEO in Repurposed Content
Adapt to SEO-Friendly Formats
When repurposing content, adapt it to formats that are inherently SEO-friendly. For example, an old blog post can become a series of infographics, which are more likely to earn backlinks and be shared on social media. YouTube videos, podcasts, and slide presentations are also favorable content types that tend to perform well in search engine results.
Update and Optimize Content
Simply copying and pasting old content won’t help your SEO efforts. Take the opportunity to update statistical information, add new insights, and incorporate relevant and trending keywords. Use keyword research tools to find keywords that have gained traction since the original piece was published, and integrate them naturally into your repurposed content.
Enhance User Experience
Ensure that whatever new format you choose is user-friendly and provides value to the audience. Whether repurposing a blog post into a podcast or a video series, the final product should be accessible, engaging, and informative.
Strategic Use of Backlinks in Repurposed Content
Internal Linking
Link back to the original content where applicable. This not only helps with page views but also allows search engines to crawl and index your content more effectively. By creating a network of internal links, you’re reinforcing your site’s structure and pointing search engines towards more of your content.
Outreach for Backlink Opportunities
When you’ve created a superior piece of repurposed content, don’t be shy about outreach. If your original piece earned backlinks, reach out to those sites again to show them the updated version. They might be willing to link to your new content as well, which can bolster your SEO efforts.
Leveraging Social Media for Enhanced Reach
Content Formatting for Social Platforms
Social media platforms are different beasts when it comes to content consumption. Adjust your repurposed content to fit the platform you’re targeting. Short clips for Instagram, longer videos for YouTube, concise infographics for Twitter, or detailed posts for LinkedIn can all stem from one original piece of content.
Encourage Sharing
Make your content easy to share. Include social sharing buttons, use compelling calls to action, and perhaps even reach out to influencers in your niche who may be interested in sharing your content.
Finishing Thoughts
Regardless of the type of content you start with, repurposing it with an SEO-focused strategy can significantly improve your overall online presence. By selecting the right content to repurpose based on performance and evergreen quality, adapting it to be SEO-friendly, strategically utilizing backlinks, and enhancing your content’s reach through social media platforms, you optimize your content for maximum impact. Remember that the ultimate goal is to provide value to your audience, which in turn, provides long-term SEO benefits. With these tips in mind, set forth in your content repurposing journey, and watch as your SEO efforts pay off with increased visibility and engagement.
Frequently Asked Questions
What is content repurposing?
Content repurposing is the process of taking existing content, such as blog posts, videos, or infographics, and reusing it in a different format to maximize its reach and lifespan. This strategy allows you to leverage your content to gain more value from it over time.
How can I repurpose content without hurting my SEO?
To repurpose content without negatively affecting your SEO, you should ensure that the new content piece is sufficiently differentiated. This could involve altering the format, changing the target audience, updating stats or information, or expanding on certain aspects of the original content to create something unique and valuable.
What are some common ways to repurpose content?
Common methods of repurposing content include transforming a blog post into an infographic, video, podcast episode, social media posts, ebooks, webinars, or even creating a series of related articles that delve deeper into the original topic.
Can I improve my SEO by updating old content?
Yes, updating old content can improve SEO. Search engines favor fresh, updated content. You can update statistics, add new sections, revise outdated information, or optimize for new relevant keywords, and then republish the content with a current date to signal its freshness to search engines.
Is it beneficial to create a video version of my written content?
Creating a video from your written content can be highly beneficial. Videos tend to engage audiences differently than text and can contribute to a more diverse content mix, which can enhance user experience. Video content also presents additional opportunities for optimization and ranking on video search engines and platforms like YouTube.
Should I create new or use existing keywords when repurposing content?
It’s essential to conduct keyword research each time you repurpose content. You might find new relevant keywords that weren’t targeted in the original piece. Incorporating these new keywords can help you reach additional audiences and increase your content’s search visibility.
How do I avoid duplicate content issues when repurposing content?
To avoid duplicate content issues, make sure each repurposed piece is distinct and provides unique value. Do not simply copy and paste the original content; instead, alter it significantly enough so that search engines recognize it as different. Additionally, avoid targeting the same keywords excessively to prevent keyword cannibalization.
What steps should I take to ensure my repurposed content is SEO-friendly?
To ensure your repurposed content is SEO-friendly, perform fresh keyword research, optimize metadata (titles, descriptions, etc.), improve readability and structure, add new high-quality links, include updated images with proper alt text, and share and promote the content across various distribution channels.
Can repurposing content help me reach a wider audience?
Yes, by repurposing content into various formats or for different platforms, you can tap into new segments of your audience who may prefer consuming content in different ways. This can help you reach a broader audience and increase your content’s overall impact.
How often should I repurpose my content?
There’s no set frequency for how often you should repurpose content. It depends on your content calendar, the evergreen nature of your content, and the changing interests of your audience. It’s important to keep your content relevant and timely, so repurpose when it can fulfill a current need or tap into a contemporary discussion.
