While there is so much value in creating new, high-quality content with as much consistency as possible, there’s a good chance that you are sitting on a goldmine of old content. Content that, with a little love, could perform so much better for you.
In this article, we’re going to talk about repurposing old content. Does it genuinely work? And is it worth your time and effort?
Let’s find out!
What Does It Mean To Repurpose Old Content?
Put it this way: unless a certain blog on your website is “evergreen”, then after a while it will no longer be as relevant as it once was.
But does that mean that you should write it off entirely?
Repurposing old content is quite simply the process of editing/optimizing/adding to dated content and making it more relevant today.
The question is, just how effective is it, and is it worth doing?
How Repurposing Old Content Can Benefit You
1. Save time and money:
It’s not always easy to come up with fresh ideas for new content. So, if you are struggling and feel pressured for time, rather than spend your time doing content research to create something new today, go back through your existing blog posts and see which you can edit and add value to.
2. A greater chance to rank:
Google is far more likely to rank an article if it has been published for a long time on a well-established website. As such, by breathing life into your old articles and updating them with relevant information today, you’ll have a much better chance of driving more organic traffic.
3. Improve your internal linking structure:
If you don’t make a point of going through your existing content and creating internal links to new content on the regular, now is the time to get started. Assuming you add to your blog on a weekly basis, you should have plenty of relevant content that you can connect with.
This not only improves the overall user experience, but it can help improve your SEO as well (intuitive internal linking makes it easier for Google to crawl and index the pages on your website).
4. Improve on what’s already working:
particularly if you have older content that already performs very well, how can you make it even better? Can you add an infographic to summarise all of the information provided? How about adding a video overview? Or perhaps transcribe the blog to audio for greater accessibility?
5. Turn into social posts:
One long-form blog post packed full of delicious information can easily be broken down and turned into multiple social media posts. For example, do you have a blog with a paragraph that’s worthy of a featured snippet? Turn it into a Tweet!
And remember, repurposing doesn’t only apply to blog content. For example, if you have created multiple service area pages in the past, just how unique are they? If you made the mistake of repurposing the same marketing message, only changing the location keyword (E.g., SEO Services Singapore) then go back into each service area page and make sure that the content is unique to that specific region with geo-targeted content.
As Google is forever moving the goalposts and updating its algorithm, it’s always worth going through your entire website with a fine-toothed comb and making the necessary updates to keep you fresh and relevant.
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