There are many times when repurposing can be a fun and cost-effective option. You can repurpose a mason jar as a vase or home decoration. Old clothes can be repurposed for quilts or accessories. But did you know that content for your business can also be repurposed?
Content repurposing can have a positive impact on your search engine optimization (SEO), leading to higher keyword rankings, more website traffic and increased conversions. By understanding why you should repackage old content — and how you can go about the process — you can make sure that you get the best results possible from every piece of content you publish.
How content repurposing can benefit your SEO
Content repurposing, sometimes referred to as content recycling, essentially means that you’re taking existing content and reusing it to further its reach and impact on your intended audience. In most cases, it means taking one piece of content and redistributing it through a different format. For example, you can turn an informative e-book into a less formal blog post.
We all know how creating new content is essential for SEO. It’s how you’re able to connect your product or services to relevant topics or concerns that your customers are looking for in search engines. While there is always something new to create content about, the benefits of content repurposing shouldn’t be underestimated when developing a content marketing strategy.
Here’s how content repurposing helps your SEO:
- Boosts keyword rankings — It’s no secret that search engines favor new and fresh content, which impacts keyword rankings. But by repurposing content, the algorithm will see its changed format as new information that’s relevant to the right keywords. This will lead to boosting your keyword rankings on search engine result pages (SERPs) for increased click-through rates and brand awareness.
- Builds backlinks — When it comes to SEO contributing factors, backlinks are pretty high on the list. A backlink means that your website was linked by another source. Repurposed content is likely to help you build backlinks because sources will be able to see the different formats of the information and pick the one that works best with their own marketing. It’s especially useful for backlinks through social media, as it’s common to repurpose content through infographics or short-form videos that are easy to share.
- Increases traffic to old posts — Repurposing content means that you can take an old post and use it as a reference for the old format. For example, if you’re a healthcare clinic sharing the symptoms of arthritis to be aware of through a blog post, that information can be put into a video for Instagram or YouTube. You can put a link to the blog post in the description of the video, leading to increased conversions for the original content.
- Improves engagement — A search engine algorithm won’t rank your content high on SERPs if it thinks that people aren’t interested. That’s why engagement is such a large SEO factor. Repurposing content boosts engagement because it broadens the reach of your content by distributing it through different channels that appeal to a variety of customers. It allows you to engage with them on different platforms. An infographic can boost Instagram shares, while a podcast episode can appeal to audio platform users.
How to repurpose content
While we’ve already mentioned examples of content repurposing, let’s dive a bit deeper into the process. Here are a few steps to take to make sure you’re getting the most SEO potential out of every content piece:
- Identify high-performing content — You want to capitalize on the success of your highest-performing content. Look for pieces that have had high conversion rates, keyword rankings and engagement. It can be especially effective if the content is evergreen.
- Find a new format — Once you’ve chosen a piece of content to repurpose, it’s time to determine the best way to reformat it. It’s important that the message stays the same while the demographic appeal is changed. For example, a clothing brand talking about ethically made clothing can work as an informative podcast clip as well as a social media poll about a customer’s buying preferences.
- Optimize it for the chosen platform — The reason why content repurposing can be an effective content marketing strategy is because it allows the information to thrive throughout different avenues of distribution. Be sure that you optimize the content on the platform that you’re repurposing for to get the best chance possible at positive results. For example, repurposing a video for a blog post should include SEO-friendly factors, such as internal links.
At BURG+CO., our content marketing team can help you navigate the strategy of content repurposing to help boost your analytics and move your bottom line.
Want to attract new visitors to your website with content repurposing? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
