Repurposing Your Content To Maximize SEO
It’s a New Year and now you are tasked with creating new content for your business.
This task may seem overwhelming. Pause and take a deep breath and look in a place that might seem less obvious to start your process. Repurpose last year’s content.
Begin by reviewing your long-form content. Your long-form content is where you and your team probably placed a great deal of resources. So, make the best use of that content. You’ll want to ask the following questions:
1. Is the content still relevant? If the answer is no, you can update the material – be sure and place a new date on the content – a standard practice is to put “updated on” in the blog description. If you find that you need to do a complete re-write, use the same template to create the new content. You may want to retitle it “Important changes that you need to know” or something equally provocative to raise your reader’s interest.
2. Are there sub-topics that you can explore for your long form content? Perhaps the content is still great, but you need to add a couple of sub-topics. You can either add the topic within the existing content or create a short form blog and point it back to the existing article using internal links. Internal links are great for you SEO, they help Google understand your website and as a result, it improves your overall ranking.
3. Are you using the right keywords? You will want to make sure that the keywords you used in your previous content are the keywords that your clients and prospects are using today. One of the more significant changes Google made last year was in August and upgraded again in December the update is called “Google Helpful Content”. In short you want to make sure that you are leading your content with a people-first mentality.
Gone are the days of keyword stuffing. One way to do this is to use tools that enable you to see exactly what users type into the search engine when they are looking for content. Here are a couple of our favorite resources:
Answer Socrates and
Answer The Public. These tools allow you to understand what questions people are asking. You can use this information to tweak and update your long-form content.
Another way to repurpose your content is to think about different ways in which you can use the content. Here are some effective ways to repurpose your content.
- Create a video. If a picture paints a thousand words, how many words does a video create? The exact number is hard to say, but I think we can agree that it’s more than a thousand. The way people consume information has changed over the past few years. With the rise of YouTube, TikTok, and Instagram, they don’t seem to be going away any time soon. Embrace the change. Review your existing blogs and website pages and see if there is an opportunity to create video content.
- Create a text video. Video increases engagement. Text video is a great way to take key points of existing content and convert it into a video. One of our favorite platforms for creating text videos is Canva.
- Look at your recent reviews posted from your customers. Reach out to them and ask if they are willing to talk about their experience in front of the camera. Hearing about your services directly from your customers goes a long way to building trust. Not only that, but potential clients can also get an idea of what it would be like to work with you.
- Invest in a founder’s video. Everyone loves a story and one of the things that makes your brand unique is how it was built. A founder’s video is a great way to do it. You should also use content that is already on your website and reinforce the existing messages.
- Leverage exiting content to create social media posts. Social media is best leveraged when you are driving traffic to your website. Do you have something you want your social media to see on your website? Create a post that directs traffic to the page you want your audience to visit.
- Look at the analytics to determine which content is gaining the most traction. Once you determine that you can create multiple forms of content like infographics, ebooks, or guides. Depending on the traffic volume, this may be content in which potential clients are willing to sign up for a newsletter to learn more. If you are creating content, you should be measuring engagement so that you can provide the best content to your followers.
Leverage these tips to recreate meaningful content to your readers. Content marketing is a critical aspect of SEO, so make the most of your existing content by repurposing it.
KELLY BIGGS
About the Author
Kelly is a Marketing Executive and Principal Consultant at WSI. Kelly has over 20 years of sale and marketing experience. She works with client to employ powerful digital marketing strategies and often writes about SEO, website optimization, and social media.
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