Let’s say you have a truly great blog. All articles perform well and drive decent traffic. Except for that one article that covers an interesting topic and has some potential, but for whatever reason, it just doesn’t work. Every blogger could relate to this situation, as there’s always a piece of content that looks promising but just doesn’t deliver. And you really don’t want to get rid of it because you invested in it.
So, what should you do?
There’s absolutely no need to give up on every underperforming content piece after each content audit and delete it from the face of the earth altogether. Instead, why not repurpose it? Repurposing content means recycling certain content pieces and giving them a new life. This way, you could discover a different way to uncover your content’s potential and finally make it work for you and your target audience. But the most amazing thing about repurposing content is that there are no limits to your creativity. There are so many content types to choose from that it will be easy for you to find a new purpose for your old content.
You may know that it’s a common practice to turn a set of blog posts into a guide. Indeed, it’s a good solution to give your older articles a fresh look and make them more accessible and easy to browse. But what if you repurposed your blog post and got a chance to generate new leads at the same time? You can do it by turning your articles into a toolkit.
A toolkit is a collection of content on a certain topic and is used to assist during a particular activity. It can be a collection of any content – eBooks, templates, checklists and cheat sheets. You can then create a toolkit with templates and guides repurposed from old blog posts to help your audience.
You can also use these toolkits as lead magnets to attract and nurture new leads. However, make sure the information in these posts is up to date. Otherwise, it won’t bring much value to you and your audience.
At first glance, webinar content doesn’t have a lot of applications outside the event itself. However, the topics covered during a webinar are usually quite practical and could be useful for your general audience. There are tons of ways you can repurpose your webinar content. One of them is turning it into a podcast episode (if your brand has one or is keen to start one).
Why a podcast and not a YouTube video?
It might be easier just to convert your webinar recording and upload it to YouTube. However, reusing this content during the podcast means fresh coverage and new insights. Besides, not everyone has time to watch a YouTube video, but they might manage to listen to your podcast episode while commuting back home.
How can you incorporate webinar content in your podcast?
Try to focus on the piece of content and its value for your general audience. For instance, if you covered a case study on becoming fluent in English in six months, you can talk about it in more detail during your podcast. It could also be great to invite the participants of this case study or ask your listeners to send in some questions regarding it and answer them in a podcast.
One more idea for repurposing your old blog posts is turning them into infographics. It is a great solution for blog posts that are loaded with data and therefore are hard to read. It can make your information look more organized and aesthetically pleasing. And it’s not just blog posts with analytics and data that you can turn into an infographic. A simple guide can also become an infographic; you’ll just need to reduce the information in each step to a couple of sentences.
Choosing an infographic for content repurposing also benefits your SEO. The statistics have found that infographics can boost traffic to the website by almost 12 percent, and there’s a good reason for that. Infographics are unique, and not many brands invest in them. Instead, they prefer reposting the infographics from other brands, thus organically boosting their referral traffic.
One more content repurposing idea we are going to touch on today is creating eBooks out of blog articles. eBooks are publications in digital form that often consist of visuals to illustrate a particular topic. In marketing, eBooks are used to educate the target audience, generate leads and increase brand awareness. If you have a rich blog and there are a lot of articles that cover the same topic, you can rework them into eBooks. HubSpot does it quite often and has an entire library with eBooks.
Each eBook covers the topics that appeared on HubSpot’s blog and sparked a lot of interest. They are also great educational lead magnets, helping HubSpot not only repurpose old content but also use it to get new customers.
There is a good saying – all things new are well-forgotten old. The same goes for repurposed content: It can have a new life if it still has plenty of shots in the locker.
Your task is to recognize your content’s potential for repurposing and put it to use. For instance, if a set of old blog posts is still relevant today and can be helpful to your target audience, turn it into a toolkit.
Apart from that, if some of your blog posts are too heavy with data, turn them into infographics to make this data more readable (and get more traffic). Also, if you have a set of blog posts that perform exceptionally well, make them into eBooks to give them new life and possibly get new leads.
Finally, if you covered something interesting during a webinar, you can give this content a bit more attention during a podcast episode. Webinar content is very practical, and sharing it with your audience will help you drive engagement and build authority in your niche.