Repurposing content is a tactic that more and more SEOs are applying to their clients’ websites. It has become an integral part of some client SEO audits I perform because the opportunity for return on investment is well worth the effort. And this post will show you what repurposing content entails, as well as provide examples of when you should be doing it, how to do it right, and why now might be the best time to start.
Why is Repurposing Content Important?
Repurposing content can be important for different reasons. One of the most common reasons is when you have a lot of content but not a lot of time to create new content. This is also important if your audience has high conversion rates or if you have a range that doesn’t get much traffic but has the potential to rank well in the future.
Repurposing content can be an effective strategy to improve your rank in Google and traffic if you apply it correctly. For example, producing infographics from old blog posts is a proven method to generate new interest on related topics like learning SEO from scratch and attract potential readers to read the article.
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Here Are Examples When You Should Repurpose Your Content
1. When Your Site Needs Lots of New Content Quickly
When you’re launching a website or at least updating one significantly, the chances are good that your site could use lots of new content. But if you have the resources to hire a writer or learn SEO and create your content (which I highly recommend), then by all means, do that. This guide is titled “how to repurpose content” because it’s not always possible for everyone, especially those who are just starting with SEO.
And when you’re in a pinch, going the repurposing route can make sense and save you time in the long run—especially if you don’t have much money to spend on writers because of how competitive freelance writing rates are these days. Repurposing also gives you more bang for your buck (if done right) than creating completely original pieces from scratch; thus, your return on investment will be higher.
2. Types of Existing Content You Should Repurpose for Your Site(s)
There are many different types of content that can be repurposed for the sites you manage: blog posts, eBooks/eGuides, articles, infographics, and more. If your freelance budget is high enough to warrant hiring a writer or writers full-time (which I wouldn’t recommend to anyone who doesn’t have at least $1,500+ per month to spend), then by all means, learn SEO and create original content for your site(s). But if there isn’t much wiggle room in your budget, repurposing will be an essential part of your content distribution strategy.
If you’re in the latter situation, then learn how to get started with one of my favorite resources that I use myself: Repurpose Warrior. The tool is entirely free, and it allows you to input a keyword, select which type of content you want it generated for and then download all of the required pieces (images included). These pieces are essential; therefore, they require just a little bit of tweaking before you can upload them into WordPress or where ever else your client’s site resides.
3. When Your Audience Has High Conversion Rates
For this purpose, we’ll define high conversion as at least 25% or higher. This percentage may not sound like a lot. Still, it is if you’re optimizing your site for conversion rate because that high conversion percentage means the site is ranking well and getting visitors who are engaged enough to click on an ad or fill out an inquiry form. If that’s the case, then repurposing content might be more critical than ever.
4. When You Have Content That Doesn’t Get A Lot of Traffic But Could Be Repurposed
If you have strategic (not just random) content that doesn’t get much traffic when it’s published initially but has the potential to rank well and bring in lots of new business over time, then this blog post won’t be about complete repurposing so much as slightly altering the original piece so that it gets more attention from new readers.
5. When You See Lots of “Link Juice” Going to Your Site
If your site is ranking well for new keywords and receiving lots of visits in the process, it might be worth repurposing some of the content you’ve already created because others will want to learn how to get more mentions/links from credible sources like Forbes magazine, Huffington Post or Entrepreneur.
If that’s the case, then taking one existing piece (a blog post) and turning it into an infographic or eBook/eGuide could make sense because they tend to rank better than articles on most sites due to their lengthier nature and overall more significant value.
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6. When You Don’t Have a Lot of Time to Create New Content/Articles/Ebooks
If you’re like many people who are trying to learn SEO and build a brand in the process, there might not be much time in your schedule for writing new pieces. If that’s the case, then learn SEO from scratch by repurposing your blog content instead of writing something completely original; it just takes some extra effort on your end upfront because you’ll have to rewrite parts of the article and tweak headers/titles as well as break the piece down into more valuable sections (such as turning an article into a free eBook/eGuide).
7. When You Have New Targeted Keywords or Topics You Want to Focus On
Another example is if you want to rank better for keywords like SEO agency, learn SEO from scratch, and learn SEO in 2021. If you’re able to learn SEO from scratches by repurposing your previous content, then you’ll be able to target those keywords with less original work on your part.
8. When You’re Trying to Create Content for a New Niche or Sub-niche, You’ve Never Written About Before
By far, this is one of the best reasons I can think of for learning how to learn SEO by repurposing content: when you want to create new high-quality content – either from scratch or based on existing articles – but don’t know where to begin because there are so many possibilities out there that it’s hard not knowing which ones would be the best to learn about first.
9. When Your Site Receives An Overwhelming Amount of Traffic
If your site receives a lot of traffic thanks to Google’s algorithms (because it ranks well), then learn SEO via repurposing might be the best option if your content isn’t getting enough shares/links/mentions on social media or elsewhere online. The reality is that some topics get shared more than others and repurpose content by allowing your website to gain more attention as well.
10. When You’re Trying to Promote Three or More Products/Services/Brands at Once
Some blogs have multiple brands that you might want to for. If that’s the case, then repurposing content is an excellent option because it allows your agency to learn how to use different topics and keywords that are relevant to each brand. It’s also a way for you to learn for beginners if you’re trying to promote more than one product or business on social media sites like Twitter or Facebook. Plus, there are more websites out there – besides Facebook – where this sort of thing can be pretty valuable!
11. When You Want to Rank Better for Your Major Competitors’ Keywords
Just because your competitors are ranking well doesn’t mean that they deserve all the attention they’re getting; after all, they might be doing nothing more than regurgitating old SEO tactics from the past or from previously published SEO blogs. (Of course, we don’t know for sure this is the case – but it’s still a smart business strategy on your competitors’ blog by repurposing content because you never know if they’re using some of your techniques in their SEO campaigns that will help them beat you down the line.)
12. When You Need More Content for a Branded Domain Name in Your Niche
If you’ve been writing under one domain name, then that might now work as well when it comes time for you to learn. That way, instead of having to start over from absolutely nothing or from the ground up, you can repurpose SEO posts that have been written in the past.
13. When Your Website Increases Its Domain Authority or Page Authority
Learning SEO for beginners might be hard at first, but using repurposed content will help your own blog become more trusted, and higher ranked faster, thanks to hacks like this one! That way, you don’t have to wait years before Google trusts your newly created website as much as it depends other websites online today that have a long history of good performance. (Also, keep an eye out for new learning methods when it comes time to research keywords; if recent changes in trends have increased your routine, then you might be able to learn SEO through sheer repetition of keywords and phrases that are already ranking well. Today.)
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