Molly Pearson
Molly Pearson Junior Copywriter

How to repurpose content for SEO

Molly Pearson
Molly Pearson Junior Copywriter

There is no point in producing high quality content with search value if you aren’t going to maximise return on it. Recycling content is the perfect way to refresh your blog, build on the SEO value of work you’ve already completed and hopefully generate some new traffic.

However, if you don’t repurpose your content in a mindful way, this strategy can backfire. Republishing dated, unedited or carelessly chosen content is a surefire way to damage your authority and diminish your rankings. Here are some tips for making sure that repurposing content is worth your time.

Determine which content is worth repurposing

Evergreen content, which is both timeless and high quality, is everyone’s goal when generating content with SEO in mind. This is never more important than when you are considering which existing pieces of content to repurpose.

Before repurposing any content, you need to conduct some thorough research using site analytics to find out:

  1. Which pieces have performed the best over the past year
  2. Which pieces you might be able to improve upon
  3. Whether your existing content contains ideas upon which you can expand

Determine which pieces are already timeless, which can be tweaked to make them evergreen, and which are better left alone.

While there are many advantages to producing content relevant to current events, these generally don’t make the best candidates for repurposing. If you can’t make a piece of content evergreen, repurposing it is not going to be a valuable use of your time and energy.

If a piece has performed well, stands out to you as evergreen content and can be refreshed to make it appealing to a brand new audience, it’s an ideal piece of content to give a new lease of life.

Likewise, if you have created any listicles or numbered posts, they can be expanded into whole new pieces of content, such as blog posts. Although this involves a more substantial rewriting process, much of the research will already exist in the form of your current content, and you can then add links back to the original post to drive new traffic there.

Make any necessary adjustments to the content

So you’ve identified a likely piece of content. What next?

First, check that your content is suitable to repurpose in its current medium. If you come across a piece of content that ticks all of the boxes, yet is difficult to repurpose due to its form, consider changing the medium of your content to accommodate.

This is a surefire way to stretch a good piece of content further. Provided that the information it contains is still relevant, yesterday’s well-attended webinar can easily become tomorrow’s podcast or YouTube video.

Next, make any necessary edits to the piece. Even content that you have good reason to believe is truly evergreen requires editing if you plan to repurpose it. Go through and make sure that all references are up to date and all links (if any are included) are working. Also check that the content is consistent in its tone of voice – you don’t want any additions to stand out or jar the reader.

As content old enough to be repurposed is almost certainly not as well optimised as it could be, go through and re-optimise it with your up to date SEO knowledge. If you’re thinking of using the piece to target any new keywords, add them in.

Be realistic about the amount of time you’ll need to do this. Repurposing old content might seem like a cinch in comparison to researching and writing a new piece, but in reality it’s no quick fix. Even content that you have good reason to believe is truly evergreen requires editing if you plan to repurpose it.

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