Why You Should Republish Your Digital Content and 13 Creative Ways To Do It
Updated April 2019
Do you struggle to find time to create fresh content for your website or blog?
According to Inbound Marketing Agency, Hubspot “The answer to this challenge isn’t to write more frequent, lower quality blog posts. Quite the opposite. You need to dedicate more time to researching and write the best and most engaging content you can.”
But that doesn’t mean you have to reinvent the wheel every day. As Neil Patel puts it:
In fact, when it comes to content, the Pareto Principle (also known as the 80/20 rule) applies: 80% of your results will come from just 20% of your content, 80% of your blog visitors will come from 20% of your blog posts, and so on.
Why You Should Repurpose Content
The key to maintaining a steady stream of quality content is to repurpose what you already have. Repurposing content simply means taking one asset and reusing it somewhere else. Get into the habit of creating each new piece of content with repurposing in mind. By focusing on producing one piece of really great content for repurposing, rather than several lower quality pieces, you will improve the quality of your marketing.
The first step is to identify your most popular content through your blog analytics tool and by using Google Analytics. Pay special attention to content you published some time ago. Is some of this content out of date? If so, update it, and simply republish it again as an updated post. It’s important to update older content to make sure it continues to be relevant to your readers.
Andy Crestodina, Co-Founder And Strategic Director of Orbit Media outlines these three benefits of rewriting older content as follows below:
- Older articles often have authority and links. They’d benefit from a rewrite and better relevance.
- Older articles often convert a good percentage of visitors into subscribers. They’d benefit from a new stream of traffic.
- Older articles are often easy to rewrite. They’re faster to update than writing a new piece.
Gini Dietrich, the founder and CEO of Arment Dietrich, agrees. “It’s always astounding to me how many marketers (most) don’t repurpose any content,” she said in this CoSchedule article. “They create something once and let it live in a silo. The most successful marketers do not do that. For everything you publish, there should be at least five ancillary pieces you can create. Optimize the heck out of your creations.”
13 Ways To Repurpose Your Content
1. Email Newsletter
Take your most popular content and build a newsletter around it. Not everyone sees your content when it is published on a blog, but if you show up in their inbox with a summary of your blog post and a call-to-action to click on a link to the post, you will increase traffic back to that post.
2. Blog Series
Have you written a long post? Consider splitting it into shorter posts and turn it into a themed series.
Recommended Reading: How to Turn One Content Idea into a Fascinating Four-Part Series
3. Republish On Another Platform
Republish your post on Medium or LinkedIn Pulse or as a guest post on another blog. Change up the title, tweak the content a little, and provide a link back to the original post.
4. Pin Your Content
Create a board on Pinterest specifically for your blog posts and pin each new post to it. Make sure your blog images are easy to “pin” and visually appealing.
Even if you aren’t active on Pinterest yourself, many people who read your blog are, and may pin your blog post to one of their Pinterest boards, thus effortlessly increasing your readership.
List-style posts are always among the most consistently shared types of content on social media. Use a tool like List.ly to create your a list from your blog posts. Here’s one I repurposed from an article I wrote on creating a social media strategy.
6. Round-Up Posts
Link your best posts together in a round-up blog post, adding fresh insights, comments and new research to your new post.
Create downloadable checklists in a PDF or Excel format to help your readers solve a problem.
Bonus Tip: PrintFriendly is a great tool for turning blog posts into PDFs.
Infographics are a great way to present your existing content in a creative and visually attractive way. There are several free tools available to help you do so. Piktochart, Canva, Infogr.am,and Venngage are all good tools to try. I used Canva to create this infographic.
9. Turn Quotes Into Images
Convert snippets from your existing articles into images using an image creation tool like Canva, Quotes Cover or Adobe Spark. For example, your blog post might include quotes from influencers which you want to highlight, as in this example.
People engage with video more than any other form of content. Take a popular blog post and break it down into a series of video tips.
Bonus Tip: Make clips or GIFs from the video to post in visual channels like Instagram.
11. Create A Podcast
Turn your blog post into a podcast or vice versa. Not sure how to start a podcast? Check out podcasting expert Pat Flynn’s step-by-step guide.
Bonus Tip:Extract clips of the audio for a service like Clammr
Collect your best blog posts on the same topic, add an introduction, and turn them into an ebook. You an either use a graphic designer or you can build your e-book in PowerPoint and export it as a PDF. Tools like iBooks Author or Scrivener are also worth checking out.
Identify a piece of content that will convert easily to slides. Lists work really well, but with a little creativity you can also summarise and visualize key points from articles, podcasts, or infographics. Simplify the content by writing short copy (one point per slide) to communicate your message quickly and clearly. Click here for tips on designing an effective slide-deck.
- Amplify Your Top-Performing Assets With This 3-Step Curation Process
- How to Turn One Long-Form Article Into Nine Pieces of Content
- How to Repurpose Content and Make the Most of Your Marketing
- 12 Great Examples That Prove the Power of Repurposing Content
- How to Repurpose Content Without Getting in Trouble
- How to Recycle Old Content to Increase Your Conversions
- 5 Ways To Repurpose Your Popular Social Media Posts
- How to Repurpose Content Without Getting in Trouble
- 15 Creative Ways to Repurpose Your Content
- How and Where to Repost Blog Content Safely
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