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How to Drive New Traffic with Old Content

Content is one of the most important parts of your SEO campaign. You want your content to be engaging, informative… and plentiful. Publishing new content on a regular basis is a great way to boost your brand’s position in the SERP.

Writing new content on a regular basis can be difficult, however. Finding topics, creating content (or managing copywriters), finding related images, etc. can be time-consuming and costly. Fortunately, there’s a solution that’s relatively quick, easy and effective.

It’s called repurposing. This is when you take older content you’ve already created and give it a fresh, new look. Done correctly, repurposing can be an important part of your overall internet marketing strategy.

Check out our complete guide on how to repurpose your old content in order to engage with new audiences:

The Power of Evergreen Content

Evergreen content is content which has no virtual shelf-life. The information in the content is as valid today as it was when the content was originally published – even if it was published a long time ago. Examples of evergreen content would include:

Evergreen content drives traffic over a longer period of time. The longer content exists on the web, the greater the chances are that it will find an audience. This is why search engines generally like evergreen content.

Because evergreen topics never go out-of-date, this type of content is great to repurpose. Repurposing content is when you take the basic article and change it to make it fresh. You might:

  • add more info
  • emphasize a different aspect of the topic
  • improve the writing style
  • or do anything else which changes the content while still delivering the same general info found in the original article.

There are many benefits to repurposing content:

Repurposing Saves Money and Time

Creating original content is usually a job for a professional copywriter. This is most likely a paid service. Repurposing existing content, however, often can be done by anyone with basic writing skills. The initial research, organization and other “heavy lifting” has already been completed by a professional.

Additionally, repurposing content isn’t terribly time-intensive. The more you do it, the easier it becomes. You can set aside a day or an afternoon every few weeks and repurpose several pieces of content quickly.

Repurposed Content is Popular

For the most part, you’re going to repurpose content which has already been a proven hit among your audience. This takes a lot of mystery out of the process. You already know the type of headline which will draw people in, the keywords which attract search engine attention and the topic which your audience is receptive to. A detailed look at previously content in your Google Analytics account will give you further information.

Repurposed Content Establishes a Theme

All of your content should help establish your brand as an authority in your industry. Sometimes, a brand gets off-track. This is often due to the demands for new content and fresh topics. If you cast your proverbial net too wide, you risk losing your credibility. Repurposing content is a way to stay on track. You can re-emphasize the area you’re an expert in.

What to Look for Within Your Existing Content

Think of your existing content as the raw building material. You want to use those building blocks as the basis for something new. Here’s what your existing content has that you’ll want to use:

  • Research
  • Interviews
  • Headlines
  • Keywords
  • General Subject Matter

How to Repurpose Content

There’s no one right way to repurpose content, but here are the three popular methods:

  1. Rewriting

Sometimes repurposing is a simple as rewriting. You might have a blog post about a topic which is popular. But the actual writing is sub-par. You can simply re-write the post to make the writing stronger and more engaging. A well-written post about a subject your audience is interested in can really increase your traffic. Note that for this strategy to work you’ll either have to be a talented writer yourself or else you’ll have to hire one.

  1. Changing SEO Techniques

Other times, repurposing means you want to change and improve the SEO techniques used in the content. Maybe you weren’t the SEO pro back then that you are today. Your article might have a great idea – but the SEO didn’t do a great job engaging with either search engines or audiences. If you can rework the keywords, backlinks and otherwise implement effective SEO strategies, you can breathe new life into that content.

  1. Change the Format

A third option is changing the format of your content. A successful blog post can form the basis for:

  • A virtual slideshow
  • A script for a video
  • An e-book
  • A live Q&A on social media
  • A social media post

Conclusion

Remember, not every piece of content is seen by every user. As your brand grows in popularity, you’ll gain an audience who might not have seen your older content. Repurposed content is an effective way to deliver “new” content to your new audience.

There will always be pieces of content which don’t deliver as you would’ve liked. But don’t despair. Instead, repurpose. You can re-write the content, re-configure the SEO strategies, change the format or do something else entirely. The end result is fresh content for your growing audience.

 

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