SEO Strategy

Content Repurposing

As we all continue forward into 2020 expected to more with less we must align ourselves to play into our skill-set and have a strategy that alleviates some of the content burdens.

The Point Of Content Repurposing

Let’s start with what we are suggesting here when we say ” content repurposing”. It should be in your marketing plan to be creating content in some way, shape, or form weekly. This could be in the format of a blog, whitepaper, infographic, and/or video.

Content is quite valuable and can be repurposed in a few different ways in order to deliver the information to your audience in the way they wish to receive it.

A great example is when you have a video asset – perhaps it is a round table discussion, product demo, interview – what have you. You can take that asset and extract information to format it into:

  • An infographic
  • Behind the scene follow-up
  • Collaborative blog post
  • Key-Takeaways one-sheeter

Just to name a few.

How to Repurpose Content to Maximize SEO Impact

Whenever we are discussing content we best have our SEO expert running in tandem.

  1. Repurposing is not republishing
  2. Don’t expect to copy and paste from one medium into another

With that in mind, here are several reasons why you should repurpose content:

  • Faster than creating new content
  • Gives access to new audiences on different platforms
  • You get an opportunity to earn links
  • Better understand the behavior behind different segments
  • Opportunity to test CTAs/Messaging/Images when you disperse content

Can I get marked down by Google for having duplicative content?

“…there’s no such thing as a duplicate content penalty. Google and the search engines reserve the right to penalize your website, only if you’re excessively copying blog content in a manipulative manner. With repurposed content, you are only trying to increase the awareness of your brand – so you aren’t violating Google’s guidelines.” {source}

Where do I begin?

Always begin with the facts. Check out your analytics to find blog posts, whitepapers, pages, and more that drove the most traffic.

  • Is there a theme?
  • Can you bundle?
  • Can you extract statistics or facts to make a nice infographic?

In our opinion, the best way to visual trends is to take it into Google Sheets and/or excel and filter from there.

Once you have your content strategy and format, it’s time to choose the channel you want to publish on.

Questions to ask yourself:

  1. What persona(s) are you targeting?
  2. What stage of their buyer’s journey are they in?

The Ultimate Guide to Content Creation

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Summary

Content repurposing is not a new concept but is overlooked quite often when building the content strategy. This is also a mindset to get the entire team acclimated to so that more minds are always thinking “how can we deliver is in another format to appeal to our audience?”.