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Why You Should Enhance and Repurpose Your Old Content

Creating and publishing content is a great way to build an SEO presence for your brand. But, it isn’t the only way to improve your ranking...

With intense competition, strict Google guidelines, and a wave of new trends, you need to do everything in your power to ensure that your content is out in front of your target audience and is making a strong impact. 

So, why not repurpose and improve older, winning content? 

Just think about it, your potential customers don’t all spend their time on the same platforms and channels. Therefore, repurposing your content can help generate new clicks and leads, boost your marketing strategy, and improve your authority. 

What Are the Benefits of Repurposing and Improving Older Content?

Reach a new audience.

While your target audience may have a common pain point that they’re seeking to solve, it doesn’t necessarily mean that they will all resonate with your content in the same way. After all, some people are more visual, whereas others may prefer more textual content. 

Therefore, reformatting your content into different forms such as infographics, podcasts, eBooks, and so on enables you to garner awareness for your brand on multiple platforms, appeal to more audiences, extend your reach, and in turn, generate more traffic and leads. 

Make the most out of your efforts.

Creating winning content takes time and effort. So, if you already have a successful and relevant, older piece of content, rather than letting it collect dust in your archives, why not use it as another way to reinforce your brand’s message and drive ROI? 

Remember, when it comes to SEO, the quality and quantity of your content is the number one priority. But, that doesn’t necessarily mean that you need to create new content from scratch to drive results - especially if you have older, highly relevant content that contains backlinks. Repurposing content such as this will give you a head start over newer competitor pages with no backlinks. 

Get an SEO Boost 

Do you know how long the shelf life of your content is? While we can’t give you a specific number, know that things in the SEO world change fast. 

So, repurpose your content! 

Not only does this improve your E-A-T, as it’ll help you become an expert on the topic, but it also provides you with another opportunity to target the right keywords, gain backlinks, and even rank higher on Google.  

Further, your older pages have, most likely, already been indexed by Google. Meaning, you won’t need to worry about having your new content indexed and wasting crawl budget.

Note: It's important when refreshing your content to do so in a way that doesn’t risk duplicate content penalties and content fatigue - as you’ll be doing more harm than good. With that in mind, you should avoid:

  • Duplicate content: don’t republish the same piece of content on your website. Google defines duplicate content as: “substantive blocks of content within or across domains that either completely matches other content or are appreciably similar.” 
  • Don’t ignore any feedback received on the old content. Instead, use it as constructive criticism to improve the content and demonstrate that you listen to your audience. 

In other words, make sure your content is unique. If you’re unsure if you’re duplicating content or not, check out plagiarism tools like Copyscape or simply Google a snippet of your text. 

What Content Should You Repurpose? 

So, now that we understand the benefits of repurposed content, how do you decide what content needs to be enhanced and repurposed?

Step 1: Audit Your Content

Content falls into three main categories:

  • Content that helps you
  • Content that harms you
  • Content that does nothing for you

Take the time to organize your content into the relevant categories. To help you in this process, turn to crawlers such as Screamingfrom, oncrawl, Sitebulb, or any other crawler that works best for you. 

Step 2: Evaluate the Quality of Your Content

Google says: you are what you E-A-T, and therefore, defines quality content as content that builds Expertise, Authority, and Trustworthiness, which means your content must be:

  • Useful and informative
  • Extremely valuable and high-quality
  • Engaging
  • Credible

And that’s not all! Following the basic principles listed in Google’s webmaster quality guidelines is just as important.

Step 3: Determine what to do with your existing content.

Use Google Analytics to make data-driven decisions about whether you should improve or repurpose your content. Take a look at metrics such as traffic, engagement, social shares, ranking, if it generates high-quality links and conversions, and so on. 

For example, if your content gets consistent traffic, has earned some valuable shares but has below average engagement, it may need an update or refresh. Whereas, if an article receives little to no traffic, it may need a complete rewrite. 

Dig into your Google Analytics to understand which of your posts did well over the years and why. Take it one step further by using Google Search Console to help you understand the search terms people are using to find your blogs. Use this information to help you create your repurposing strategy. 

Focus on the metrics that matter the most to your company to decide the fate of your content. And, most importantly, only repurpose evergreen content, that is, content that continues to be valuable and relevant to your audience over the years. 

Great Ways to Repurpose Content

Once you have found an interesting, evergreen piece of content that you’d like to repurpose, it’s time to prepare it for its new format. Here are a few new formats for you to try out: 

  1. Webinars/Podcasts → Videos. So, you hosted a kickass webinar, but not everyone could make it? Don’t let all your information go to waste, turn it into a video. Not only will your content be available to newer audiences, but also, you may be able to drive new visitors to your site. And, vice versa, if you have an informative video that could be turned into a webinar or podcast, do it!

  2. Blog posts → Guides/Webinars/Podcasts/Newsletters. Don’t let your older blog posts become lost and forgotten. See if you can group similar posts to create an “ultimate guide,” webinar, or even podcast. Make sure you edit the tone of voice of your blog post to suit the medium you choose.

  3. Internal data → Case studies/eBook. Sharing data and success stories is always the way to go. Shine a light on your success by turning any interesting data you have into case studies. 

  4. Case studies → Infographics. Do you have image-heavy case studies with many graphs and charts? Repurpose them into infographics. Infographics are informative, easy to read, gripping, and shareable, thereby making them very useful. 

  5. Quora Q&A → Blog posts. Quora is an excellent source for content inspiration. Find popular questions, and turn them into a blog post, providing audiences with an in-depth answer and insights. Don’t forget to link to your blog post in the original Quora question so that you can direct audiences searching for a more thorough answer to your site. 


Want to learn about other ways you can repurpose content? Reach out to us today! We are eager to help you streamline your content marketing efforts.