Category: Content Marketing
If you’ve embraced the benefits of creating and sharing unique content to boost your website’s ranking on the major search engines, you probably have a decent stockpile of it going by now. The work is never over, of course. It’s crucial to keep churning out fresh, engaging, informative content to remain ahead in the rankings game. It’s also easy to start running out of new ideas. When writer’s block strikes, there’s another way to boost your marketing efforts: repurposing your old content. Whether you turn it into an e-book or create a video with it, reusing your old content is a perfectly legitimate way to enhance your marketing strategy.
Don’t Plagiarize Yourself
First, a quick note: Do not, under any circumstances, copy and paste content that you have on the Internet and use it on a different platform. You could still be penalized by Google or another major search engine for doing so. By “repurposing,” we mean to take the basic concept of your existing content and redesign it to make sense for different platforms. Literally copying your content and making a slideshow with it isn’t going to get you very far. At the same time, coming up with a new idea is often half the battle, so repurposing content is quick, easy and convenient.
Five Content Repurposing Ideas to Get You Started
Are you stumped about how to repurpose your old blog posts, articles and other content? Here are five highly effective ways to do so:
- Videos – It’s often possible to quickly create a script for a video from content that you’ve already used. Whether the script is used as a voice-over to other footage or if you read it right into the camera, it will give your company a presence on YouTube and other video-sharing sites, which will increase your company’s online visibility.
- Slideshows – You’ve probably seen slideshows and presentations on sites like SlideShare. There’s no reason you can’t create your own presentations from old, informative content. By including intriguing graphics and photos, you can give your old content an exciting new lease on life.
- Infographics – While looking through your old content, be on the lookout for posts and articles that contain clear, definitive data and information. Facts and figures can easily be turned into stunning infographics, which tend to be popular to share on social media sites. There are online infographic generators that make short work of the process.
- E-Books – Over time, you may have written extensively about one topic or another. Why not pull all of those posts together to create an e-book? You can then offer it as a free download or offer it for sale on a site like Amazon. You’re sure to be surprised by just how easy this is to do.
- Images – If you don’t already have a presence on Pinterest or Instagram it’s time you got started. This site is a great way to promote your website through the use of images. You can select images that reflect various topics that you’ve covered before and then link back to old posts and articles.
These are just a few basic ideas to get you started. As long as you don’t literally copy and reuse your old content, you can repurpose it to enhance your company’s online visibility and boost your marketing efforts in a major way.
Like most people who use a website to promote a small business, you’re probably well aware of the importance of filling it with fresh, unique, interesting content. Content is king, and that will continue to be the case for as long as people use the Internet. Still, all of the content you create shouldn’t just be posted on your blog or website. Some of it can be repurposed and used elsewhere. You can also create completely new content and spread it around the Internet to drive traffic to your website.
Repurposing Content to Drive Traffic to Your Site
One of the biggest mistakes you can make when using content to promote your website is to cut and paste it around the Internet. If Google detects duplicate content being posted all over the place, your website is likely to be penalized. You could lose whatever gains you’ve made, and your site’s ranking could plummet.
With that being said, there’s nothing wrong with repurposing existing content and using it in fresh and unique ways around the Internet. For example, you could take a blog post from your website and turn it into a video, which you can then post on YouTube. Similarly, you can take content from your website and turn it into a slideshow. It can then be posted on a site like SlideShare, where it will attract an entirely new audience.
The main trick to repurposing and sharing content around the Internet is to make sure that it points back to your website. At the same time, it shouldn’t be blatantly promotional. Make sure that it doesn’t appear to be an advertisement for your company, or it could backfire.
Create Unique Content and Post it Around the Internet
It’s also in your best interests to occasionally create fresh, unique content and post it someplace other than your website. Guest blogging is a prime example. Find a blog that relates to your business or industry in some way. Try to make a connection with the blog owner and see if he or she is interested in exchanging guest blog posts on occasion. Your guest blog posts can point back to your own website or blog, but they shouldn’t promote your brand or business.
Another great idea is to try to land a monthly column with an online magazine or newspaper. Trade industry magazines are a prime example. As with anything else, you can then point back to your website in your author bio. You’ll be amazed by the extra traffic that these simple measures will generate for your website.
Find Entirely New Audiences
Once your content has appeared on another site or has been repurposed for different platforms, make sure to share it with the world. This is precisely what social media is intended for, so post links to your content to share with your fans and followers. You can also promote your content on your own blog or website. This is just one more way in which you can put fresh, unique content to work for your business.