How to Recycle Your Content Marketing

Cartoon of different bear breeds representing recycled content offered in different forms
Person running on treadmill  to represent generating content

Content marketing can be stressful sometimes.

At times it can feel like you’re in a loop, trudging along on an endless treadmill of content generation. Of course content creation can be fun, but the longer you do it, the more scarce your supply of inspiration can become. Some days it might feel like you’ve used up just about every fact, figure and idea there is.

So what if I told you that you don’t always have to come up with new ideas? Not all the time, at least. 

Instead, you can recycle your content marketing. 

We all know recycling is good for the environment, but it’s good for your digital marketing strategy too. Perhaps you might be worried that it’s somehow cheating, and while it’s true that getting it wrong can be damaging to your digital marketing strategy, the right strategy can give you a massive advantage over the competition.

If you understand the correct methods and techniques for recycling your content, you can offer your audience new insights and value that will boost your online visibility and attract more traffic to your website.  

Here are some tips on how you can start repurposing your content. 

Cartoon of a recycle bin with a flower growing out of it.

Why you should recycle your content marketing

Many businesses repurpose old content, and here’s why you should be doing it too. 

1. Save time and effort:

If you’re running low on ideas, using an old piece is a great way of providing valuable content without having to start from scratch.

Of course you can’t just slap a new label on an old product and call it a day but, by genuinely aiming to offer something beneficial to your audience, you’ll find many ways that old content can inspire new pieces.

2. Offer existing content in a new format:

Not everyone likes to read. Some people prefer infographics, podcasts, videos etc.

By presenting old content in a new way, you’ll be able to reach new members of your audience who may prefer alternative forms of content. For example, I’m an SEO content writer, which means I tend to write a lot of articles and blog posts when perhaps my content marketing strategy would benefit from including more infographics, videos and podcasts.

Ask yourself what your ‘go-to’ form of content is and see if there’s a way you could mix it up a bit.

3. Deep dive into a subject:

Perhaps you can take a deeper look at a topic that was only touched upon in past content.

Not only can deep-diving into a previously mentioned subject give your audience a better look into that topic, it’s also a great way of developing internal links between articles and posts on your website.

4. Offer a new angle on an old topic:

When you recycle your content, you can present old information from a completely new angle that people may not have considered before.

5. Improve your SEO:

Refreshing old articles gives you a perfect opportunity to fill your page with new, keyword-rich content. Perhaps you know more about SEO since the first article you wrote, or maybe you have a fresh list of keywords that you’d like to target. Reusing or refreshing old content is a great opportunity to update your SEO and attract more traffic to your business online.

6. Keep your website fresh:

Google loves fresh content. It shows that your website is being maintained, and the information on your page is likely to still be relevant. A regularly updated website is more likely to rank higher than its more sluggish competitors. 

How to recycle your content

There are many ways you can recycle your content and I’ve listed three of the most common methods below:

  • Update old articles: With updated links, metatags, current data and statistics, simply revitalising an old article is a great way of making sure that the content remains relevant to your target audience.

    Content that’s kept up-to-date often ranks higher on search engines than content that goes unchanged for years

  • Offer existing content in a new format: Perhaps you develop an infographic out of an old blog post, or a podcast out of an interview.

    Different people like to digest content in different ways, so offering content in multiple formats is an excellent way of engaging readers from all walks of life.

  • Generate new content from old: Perhaps you can break an old piece up into smaller articles, or even offer a new angle on old information. There are many ways you can use old content to inspire something new. 

Now you know just some of the ways your can recycle content, so let’s have a look at the steps you’ll need to take to do this successfully. 

Find Your Most Popular Content

Cartoon of social media platforms standing on a podium trying to work out what the best form of content is
Find the content and platforms that perform the best for your digital marketing strategy

You can’t use just any old content. You have to be very selective about what you decide to reuse, as choosing the wrong pieces may end up being a waste of your time. 

Ask yourself the following questions. 

  • What previous content was the most successful? (And what platform was it most successful on?)
  • What pieces received the most engagement? The most shares? The most comments?
  • What content drove the most traffic to your website? 

These pieces are the ones you want to target as they’ve already proven that they’re popular and that there’s an audience for them. All you have to do now is find a new way of approaching the subject so that it continues to offer value to your audience.

When selecting what you want to re-use, try to target ‘evergreen’ content. Evergreen content is the content that remains relevant and useful for a long time because people continue to search for it. Even if these topics need a tweak every now and then, overall they stay pretty much unchanged. 

You want to continue generating traffic for years to come, don’t you? The more ‘evergreen’ your content, the longer it will continue to draw people to your business website. 

Examples of titles for evergreen content include

. How to lose weight
. Where to find a partner
. How to train your dog.

Evergreen content often comes in the form of ‘How To’ guides, Lists, ‘Top Tips’ and videos.

What made the old content successful?

Try to find what aspects of your old content made it successful. Obviously there was something about it that drew people to it. Perhaps it was the topic itself, or the way you presented it, or perhaps even the angle you approached it from. 

Be careful when repurposing old content not to lose that ‘spark’ that made it successful in the first place. 

Questions to ask yourself before your recycle your content marketing

It can be hard to decide what you want to repurpose and how. Here are some questions to ask yourself that might help guide your way. 

  • Does the old piece simply need to be updated or do you want to generate completely new content from it?
  • Is there a particular section within your old content that you would like to explore in depth? Would your audience benefit from this in-depth analysis?
  • Is there a new angle you can approach the subject from?
  • What alternative methods could you use to convey the content? Would it work as an infographic? A video? A podcast? Could you interview someone on the subject? etc.
  • What channels do you wish to offer this content on? Twitter? Facebook? Instagram? A blog on your website?

    The channels you plan to present your content on might have a big impact on how you end up structuring it. People expect different things from different platforms. For example, if you want to repurpose an old blog post for instagram, you may have to come up with visual ways to present the information.

    Twitter, on the other hand, wants short, sharp nuggets of content gold. By determining which platforms you wish to share to, you can work out the best way to offer the new content.
  • Were there any statistics or facts you shared in past content that could act as the basis for something new?

    In the past, I’ve used a single statistic to inspire entire series of blog posts. Have a look through your previous statistics and see if there’s anything that’s still relevant that could act as the basis for something new.

The different types of content

Cartoon of different bear breeds representing recycled content offered in different forms
Find different ways to present old content.

Remember, each type of content has it’s own benefits. While some may be more shareable, others may encourage your target audience to engage or comment. As much as possible, you should try using a mix of different content types to add variety and interest to you content marketing strategy.

There are a lot of different types of content out there, and every single piece could act as the launching point for twenty new pieces. Here is a list of the different types of content that you could consider using in your content marketing strategy. 

  • Blog Articles
  • Ebooks
  • Videos
  • Podcasts
  • Interviews
  • Infographics
  • Memes
  • How To’s
  • Case Studies
  • Charts and Graphs
  • Cartoons
  • Webinars
  • Guides
  • Lists
  • Online Games
  • Quizzes
  • Opinion Posts
  • Polls
  • Photos
  • Timelines

Of course there are a lot more, but as you can see, there are many options for the kinds of content you can generate, and you should be utilising at least a few of these in your digital marketing strategy. 

There are many ways of recycling old content. At the end of the day, all you need to do is ask yourself one question. 

‘Does it benefit my audience?’ 

If the answer is yes, then you can start searching for ways to repurpose and improve upon previous work. You’ve done it once, after all. You can do it again!

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If you want to know more about content marketing, or would like to discuss how a professional SEO content writer could help you, shoot me a message. I’m always happy to help. 

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