Why you should be repurposing your online content
You may just think that once you have written a piece of online content and posted it, that’s it. Job done. Well, in part it is. Your blog is up there and can be viewed. But did you know it can also be repurposed? This saves you having to create some brand new content each and every time you want to write a blog. Of course, you should be creating fresh content as part of your SEO strategy anyway. But not all the time. Repurposing your content can save you time that would be taken up writing a blog.
One way of repurposing a blog would be to initially post it on your website. And then, a few weeks down the line to post it on your Facebook page for example. This is beneficial for two reasons. Firstly you’re not bombarding them across multiple platforms at the same time with the same message. Secondly, you’re reinforcing your message to those who have been it.
What online content should you be repurposing?
When it comes to repurposing your content you ideally want to be aiming for your evergreen content. Now, what do we mean by evergreen content? Just like the tree never loses its colour, the message you’re trying to get across in that blog never loses relevance. It could be tips on how to solve a software issue or a how-to-guide of getting yourself set up on let’s say a new CRM system. The reason evergreen content is the most desirable form of online content to be repurposed is that that when you re-share it on another platform, it is still just as relevant as when you first posted about it. And when you go through your content, you might actually be pleasantly surprised as to how much of your content is evergreen.
Another factor you should take into consideration when deciding what content to repurpose is how popular were the posts. Go into your analytics and find which posts attracted the most traffic and engagement when they were initially posted. You may also want to find a post you’ve written in the past that you can expand on. For example, if you’ve recently written a post on how to optimise a website for Google, you could then write a later piece following an update to Googles algorithm.
Review your existing posts
As much as you may hope for every post you write to be 100% accurate. Over time you should go back and read over these posts. Has anything changed or been discovered since that could possibly go against the points that you initially made? If so why not write a new post updating your audience on this discovery and what has changed since your initial post and the reason for the change.
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