Creating quality content is a necessary component of a successful content marketing strategy. It takes a lot of time and effort to create content that keeps readers interested in your brand. But even the most popular posts have a shelf life. They may become outdated or irrelevant.
If you want to get the maximum value out of your outdated content, you need to repurpose it. Just changing the publishing date or posting it again isn’t enough. If you want to grab your audience’s attention again, you need to get more creative with repurposing content.
Repurposing old content takes less time than creating new content and it can help you increase your conversion rates. And it can also help you reach a wider audience and boost sales.
This strategy is like presenting old wine in a new bottle. Pick any of your older blog posts and read through it. Take the central theme of the blog post and do some research on the topic. Has there been anything related to it in the news recently? Is there anything related to your blog post topic that is trending now?
For example, say you have previously written an article about SEO. If Google announces a major update or algorithm change, that’s your cue to repurpose your old content. You can add a few additional paragraphs explaining what the updates are. Just make sure that your post still flows well after you’ve added the updated information.
By following up on a particular topic, you can offer newer information to your audience. This strategy only requires that you modify or add a few details. It requires much less effort than writing a new blog post.
You could also update the headline and the sub-headings to make the post more SEO-friendly. If you incorporate trending keywords into your headlines, your old post could rise higher in search results as well. And when you improve your search rankings, there is a better chance that you’ll be able to reach a wider audience and increase your conversion rate.
2. Create An Infographic
To give your content more longevity, you can change the way you present information. Infographics are a great way to visually tell your audience about the key points in your post. They are visually appealing and quickly give the reader the gist of everything that you want to convey through the post.
It’s like creating a summary of your article in a crisp, visual format. Infographics work particularly well for articles that are loaded with data.
The best part about infographics is that you can also post them separately on social media. So, along with creating fresh content for your website, you also have something new for your social media channels.
Another way of using your infographics is to send them to other websites. Ask them to post your infographics on their websites. It’s an easy way to get extra backlinks and increase your conversion rate.
3. Create Videos And Podcasts
Creating new content and coming with fresh ideas can be challenging. When you’re out of ideas, just go back through your archives. Look at your blog posts and the kind of content that you have already produced. Is there anything that could also be reprocessed into an audio or video format?
If you choose the right topics, you could create a new and interesting video and podcast series. Not everyone likes reading long blog posts. With videos and podcasts, you can find a new way to connect with your audience. You can post these videos and podcasts on your social media channels and link to your blog posts. Additionally, this is an excellent way to increase conversion rates.
You may be tempted to try to include everything from your blog post in the video or podcast. But you should understand that visual and audio mediums are very different from text.
You should use the content from blog posts only as a reference point. Videos and podcasts should be more conversational. So, take your original content and turn it into a discussion.
For example, take Copyblogger’s podcast series, The Lede Podcast. Most of the topics on their podcast are inspired from their previous blog posts.
4. Create Guest Posts
Another great way to recycle your old content to increase conversion rate is to turn it into a guest post. You can republish it on another website. Perhaps one with a higher domain authority than yours. If it’s a website with great domain authority, you could reach a much large audience. And all of the traffic back to your website can also give an instant boost to your conversion rates.
However, a lot of bloggers and publishers are reluctant to try this strategy out. They are scared Google might slap them with penalties for duplicate content. It’s a myth that duplicated content is bad for you. Duplicated content is only a problem if you are stuffing your article with keywords and spammy links.
Also, there is another misconception that all big blogs only want original content. You’d be surprised how happy many are to post content that you may have published on your own site.
Syndicating blog posts helps big websites stay fresh and updated. Websites like Medium, Business Insider, Entrepreneur, and Mashable are quite open to such collaborations.
In the process, you can attract a larger readership, generate more leads, and even increase your conversion rate. Before publishing your content as a guest post, you should add a canonical tag to the original post. This way, you can be sure that the guest post isn’t perceived as the original post.
Content syndication is a tried and tested method to get more leads and increase conversion rates. If you’re not doing it yet, it’s time that you start.
5. Turn Old Posts Into An Ebook
If you have been writing on a specific topic or niche for a long time, you probably have written multiple articles related to it. It could be anything from a collection of movie reviews or topics related to digital marketing. Just group them together and turn it into an ebook.
It’s easy to create an ebook out of old blog posts as most of the writing work is already done. All that you need to do next is to combine it and add some more content.
You may need to add an introduction and conclusion, or some transition paragraphs to make it more cohesive..
And you don’t even need a ton of articles for to repurpose your content in this way. If your blog posts are 1500 words long, 7 blog posts on a topic should be enough for an ebook.
Creating an ebook will help expose your content to a whole new audience. And Kindle can be a really good source of traffic for your website. It’s one of the easiest ways to get some free publicity and to boost your conversion rate.
6. Create A Newsletter
Most businesses collect contact information of existing as well as potential customers. Once you have their contact information, you want to tell them more about your products and services. Sending them offers and discounts through email is great, but sometimes it can seem too pushy.
Instead of directly advertising, your aim should be to inform them. One way to do so is to create an e-newsletter from your old blog posts. Take excerpts from your blog posts and create a newsletter from them to communicate what’s going on in a specific niche. You can add a link to your blog post at the end of the newsletter.
Newsletters can re-direct people to your website and get them interested in your products and services. They can even help you to increase your conversion rate.
If you send newsletters on a regular basis, you could build a loyal audience base. Just make sure you don’t send the same content too often. It can seem spammy and you could end up driving away potential customers.
7. Create A Webinar
Another way of reprocessing old content to increase conversion rate is to use topics from your old blog posts for a webinar. Long-form blog posts work especially well for webinars. That’s because webinars are interactive and live. You may need to do some additional research on the specific topic.
Because you have already written a blog post about it, you will only need to look at the latest updates. All of the background material is ready for you.
After your webinar is over, you can also use it as video content. Just break it into smaller segments and post it on your YouTube channel. You can also share it on your social media profiles for added mileage.
8. Use Snippets for Social Media Posts
Using content snippets from your old blog posts and posting them on social media is another great way to repurpose content to increase conversion rate.
Anyone who is running a business these days needs to be active on social media. But, it is a task in itself to find fresh and engaging social media content regularly and consistently. This is where repurposing old content can help you.
You can use statistics or excerpts from your articles and post them on social media. How to posts and statistics-heavy posts are the best sources for fetching content for social media.
For Twitter, short and simple tweets like sharing a statistic work best. Use some interesting industry facts or a statistic and tweet it. Make it tweetable, so that others can retweet it.
For Instagram and Facebook, you can use a short excerpt along with an image. You can also list the key takeaways of your blog post in your social media posts.
This trick will not only improve your social media engagement rates but will also drive traffic to your website and increase conversion rate.
9. Turn Old Posts Into Guides
This is an excellent way to repurpose your old content to increase conversion rate. All you need to do is take a bunch of posts on the same broad topic and create an “everything you need to know” guide.
For example, let’s say that you have published a bunch of blog posts on Instagram influencers, how to work with them, the benefits of Instagram influencer marketing, etc.
Then you can create a guide “Your Ultimate Guide to Instagram Influencer Marketing.” You already have in-depth content for each section of the guide. All you have to do is bundle it up and package it as a guide.
This is an easy way to repurpose content and increase conversion rates, especially if you use topic clusters methodology for writing blog posts. Because in that case, you will already have a broad topic and several posts on its subtopics.
But even if you don’t use topic clusters, you still might have many posts on similar topics that you can bundle to form a guide. Do some research and fill in any gaps to form a guide on a particular topic.
You can even create a separate section on your website featuring such guides. This will establish you as an industry expert on those topics and also help to increase the conversion rate for your website.
It’s tough to come up with fresh content ideas every day. And reprocessing old content can solve that problem for you. It can help you drive more traffic, boost lead generation, and increase conversion rates. Reprocessing old content is an easy way to ensure that you’re able to reach out to a wider audience.
Have any other strategies for reprocessing outdated content to increase conversion rate worked well for you? Please share them with us in the comments section below.
Brian Mechem is CRO and Co-Founder of GRIN, the #1 software solution for direct-to-consumer brands who run influencer marketing programs. GRIN's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.