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Repurposing Content: How To Breathe New Life into Old Blog Posts

Written on: April 6th, 2015 in best practices, content, marketing

Content is at the heart of today’s digital marketing strategy. But even with the abundance of blog posts, case studies and white papers floating around out there, studies show that 70-80% of B2B Marketing content still goes unused. A good solution to this? Breathe some new life into your old content by reusing, repurposing and refreshing it.

Why Repurposing Content is a Great Idea

Repurposing content doesn’t just mean copying and pasting an old blog post. True repurposing requires that we change and update the content to make it appealing to a different audience. Repurposing can be extremely beneficial. Here’s why:

  • Content repurposing saves time. Writing high quality content takes a lot of time and a lot of effort. Reusing old content provides new material in half the time.  
  • Content repurposing can help you reach a bigger, different audience. Perhaps your piece was more appealing to the consumer audience than the business audience the first time around. Content repurposing allows you to retarget to the business prospect, ultimately expanding your reach and diversifying your audience.
  • Content repurposing promotes thought leadership.  Anyone can write a blog post about how to ride a bike. But once you start posting a few more articles about updated bike riding tips, some new places in town to buy bike gear and the top 100 bike trails in the US...Well, then you’re starting to become a bike-riding expert. Repurpose this great content to demonstrate your thought leadership and position yourself as an expert in the marketplace. 
  • Content repurposing is good for SEO. Duplicate content on your website is a bad idea. But publishing refreshed, updated, new content avoids this issue, while doubling your content. 

What Content Should be Repurposed

So you’re ready to start digging through some of your old stuff. Where to start?

Look for the evergreen content. Evergreen content, like the evergreen tree, has perpetual life. From season to season and trend to trend, it remains sustainable and relevant. Evergreen content is great for repurposing because it has passed the test of time. Writer tested, reader approved.

Find your most popular posts through Google Analytics. The numbers don’t lie. If people liked the post (especially 3 years later…) then it’s definitely worth coming back to for a spruce up. More likely than not, it could at least be updated.

Ways to Repurpose

Now for the fun part! Here are some of the different ways you can repurpose your content.

Update Old Content. Best practices get better. Rules update. Things change. Look back on some of your posts to see if any of them are still relevant just straight up outdated. Chances are, the core of the post will still likely be quite valuable. Once you’ve made some adjustments and additions, publish it as new! This is an especially good idea if you’ve seen continuous interest in a certain post. For example, our Managing Partner, Dave Tufts, wrote about “Scrolling, clicking, and the fold” three years ago and to this day, our Google Analytics show tons of traffic to his post. This year, we will be updating it, talking about everything that has changed about “the fold.” Luckily, a lot of blogging platforms will allow you to just change the publish date, meaning you get to keep the URL but show it on your blog as a brand new post. Bonus: Updating content also a great chance for you to brush up on what has changed in the industry and get with the times!

Reformat It. Why settle with a blog post when you could create so much more? Here are some fun non-post ideas you could do with the blog post: 

  1. Create a video for Youtube
  2. Break the video into smaller pieces for Facebook or Instagram
  3. Expand upon it and use it to create a white paper
  4. Turn it into a SlideShare
  5. Turn it into an infographic
  6. Read it out loud and post it as a podcast
  7. Create quote graphics

Write for a New Audience. By changing the perspective of the blog post, you can create a brand new piece that appeals to an entirely different audience. By broadening your audience, you're ultimately expanding the reach, and life, of your content. Writing for a new audience works especially well for guest blogging because the site you post on will most likely has a different following. For example, iMarc recently did a guest post called "Must-Have Elements for a Modern B2B Website" that appeared on the blog of a company that invests in B2Bs. If we were to do another guest post for, say, a retail company, we could change the angle to focus on "Must-Have Elements for a Modern eCommerce Website." The core of the post would remain true, but it would be altered enough to fit the interests of that specific audience. Same old post, brand new twist.

So remember: Reuse. Refresh. Repurpose. After all the hard work you spent on creating that blog post, why settle with just keeping it a blog post? Use some of these tips to repurpose your content, widen your reach and promote thought leadership.

Happy blogging!

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Allison Boyajian

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