It’s a common misconception that as content marketers, we need to be churning out tons of new content all the time. And while it’s true that new content is essential, we don’t have to fret about generating it constantly. It’s okay—and beneficial—to repurpose old, well-performing content in new ways.
What to repurposeYou repurpose content when you take a piece of your original work, for example, a blog post, and reuse it in a different way, or in a different place. You could repurpose a blog post by turning the content into an infographic and promoting that on your channels, or you could repurpose it by posting that same blog post on an industry blog.
Why repurpose contentWhy should you be repurposing content? Repurposing your best-performing content not only lightens your load as a content marketer but also increases your reach. Properly re-posting your original content:
- broadens the user base that will see your content,
- strengthens your position as a subject matter expert, and
- can bring more organic traffic to your site.
Repurposing content is different than revamping it. While revamping means updating popular posts with current information and changes, and is something a good content marketing team should regularly do, repurposing content involves adjusting the target audience or format.
Where to repurpose contentYou can either repurpose content on your channels or someone else’s. Repurposing on both avenues can bring significant benefits, and a good strategy will leverage both where appropriate.
If you repurpose content on your channels, your primary task will be adjusting the format of the content. You should not repurpose a blog post by merely re-posting it on your blog. It doesn’t represent the information in a new way or reach new audiences. And, it hurts your SEO value because your site gets penalized for duplicate content. Instead, alter the way that information is presented, or change the audience. A well-performing blog post could be given new life on your channels through:
How to repurpose contentTo reap the benefits of repurposing content and not get dinged for duplicate web content, there are a few things to keep in mind.
Remember: Google’s algorithms regularly change, so it’s always a good idea to stay informed on the latest updates and how they affect your strategy, but for now, following these tips will help your content get boosted through repurposing, and not hurt your ranking.Wait at least two weeks. Waiting allows Google to index your original piece of content and establish it as the source. It also gives you time to determine if the content is well-performing. Remember, you don’t want to reuse a post for no reason. It should be one of your best, that has potential to generate a lot of engagement.
Use canonical tags. There is some debate as to whether or not repurposing content is worth the risk of being flagged for duplicate content by Google. Google doesn’t like duplicate content. But using the rel=canonical link tells Google which website is the original location that should be crawled more frequently, and which is the repurposed location.
Tweak the format and audience. We shared some alternative format ideas above, and you can also take your piece of content and adjust it for a different audience. The people you interact with on LinkedIn might be different than a partner’s blog, for example. Or, you could rewrite the content for a different stage of the buyer journey, or a different buyer persona entirely.
Change the title. Changing the title and the meta description helps users differentiate between the two versions if they appear near each other in search results. It also helps search engines identify that it is not an exact duplicate of the content on your site.
Consider sharing only the first paragraph. If you’re still worried about having your content flagged as a copy, an alternative way to reuse content is just sharing the first paragraph and then linking to the original piece. Sharing the first paragraph on an external website can be enough to pique readers’ interest, and get them clicking over to your site.
Repurposing content is a key element of any great content marketing strategy. It’s not just efficient. It can also attract new audiences through variation in platform and presentation.
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