It can take a lot of time and resources to crank out fresh content, not to mention the creativity needed to create an engaging post.
You don’t need to severely restrict your team’s marketing budget if you want to increase website traffic for your company. Instead, your current marketing materials might benefit from tender loving care and self-care. For instance, now and then, we could all use a spa day and a new wardrobe.
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The same applies to your content.
Renovating, repurposing, and optimizing your current content can generate traffic spikes and lead to results when done skillfully. But what approach to content repurposing is the most successful? Which strategy has the greatest effectiveness?
Let’s go over the five fundamental principles of content repurposing.
Pick Your Content Carefully
It would help if you determined which parts of your blog are ready for picking before putting on your editorial helmet and taking on the whole thing.
What does that mean? You should evaluate each piece for the following indicators:
New traffic Are these items still generating a buzz?
Regular traffic Do these texts still have credibility?
Content-related time spent: How many people bounce back?
Rates of click-through How visually appealing is the content?
Rates of conversion: Does the content deliver what it promises to?
The popularity of a post not only reveals what topics your readers are interested in learning more about, but it also shows how your angle or position cuts across your industry, providing irreplaceable value that your rivals can’t match.
Consider the possibility that it needs to convert despite your blog or landing page receiving a tonne of traffic. This might mean that, despite the SEO results, the story needs to be improved. The opposite is true: if a piece of content has a high conversion rate but low traffic, it should be traffic-optimized.
The right data can be gathered to help you focus your efforts.
Match SEO Trends
In an ideal world, all content would be SEO-optimized when it emerged from the creative furnace (wouldn’t that be lovely?). However, priming content for search value still needs to be carried out with a warm, human touch-up until the robot takeover (not yet, Schwarzenegger).
Fortunately, archival posts can benefit greatly from the most recent, sophisticated SEO techniques by being repurposed.
To that end, here are two upgrades you should include in your redesign:
Accept the FAQ: You’re not the only one who types in queries like “attachment style what is” in the wee hours of Tuesday morning. Due to consumer tech fluency and the 42% of search engine users who have used voice searches in the last month, Google searches are starting to sound more and more like everyday speech. Consider incorporating the “Question? Answer.” syntax into your content. In that case, it might be seen by fresh eyes scouring the search engines at odd hours.
Mobile readability Over 50% of all web traffic worldwide has moved to mobile, and 63% of US organic search queries are made via phone. Therefore, breaking up written content for easier reading if your content isn’t mobile-optimized may increase traffic to your posts without the need for additional output. When in doubt, ensure that all your text, audio, and video content is easily comprehensible and doesn’t require your audience to jump through extra hoops to get to your main point.
Try New Media Formats
How many brands share their content is changing due to the explosive growth of podcasts as entertainment. In other words, audio is once again available.
Fortunately, you don’t need to create a branded podcast series to attract new customers; instead, you can turn existing content into an audio version to benefit from a different reading experience. In addition, audio formats allow access to people with different processing profiles and abilities because only some prefer to read lengthy articles.
According to some statistics, consumers may be more likely to act upon branded content they hear rather than see.
Reading your content aloud or using it as the basis for a quick video is simple to record, edit, and upload on the fly if your business has a microphone, camera, or recording device (and on a tight budget).
Credentials, Credentials. Support Your Content with Authoritative Pillars
Although engaging, attention-grabbing content may initially draw readers in, it’s important to build credibility to earn users’ trust. In this situation, you can support your credentials and resurrect previously published material by:
Utilizing reliable data: When conducting your content audit, ensure each paragraph cites studies or statistics from reputable institutions, databases, or online research libraries (Google values this). After verifying your sources, update any facts and figures with the most recent information to show their relevance. With so much information during the pandemic, it’s time to switch to evergreen content.
Comparing benchmarks in your sector: It’s imperative to scrutinize existing content and replace any shady-looking sourcing with flawless, reliable data in certain industries, such as healthcare or technology. In addition, you might need to modify your vernacular in some circumstances. For instance, if terms used in the industry have evolved since you published, modify your language to reflect the most recent developments.
You maintain that show-worthy shine when you update your content and back up your arguments with new claims and value propositions, no hands crossed.
Compile Your Best Posts
Ebooks continue to be a hugely popular online content marketing strategy because they give website visitors something valuable they can savour and read at their leisure (and a community list you can garner through lead generation).
Compile and spruce up your most popular blogs and articles to give users free value and provide a glimpse of your company’s personality. As an alternative, you can combine new and old content by writing a master blog post that compiles your “Greatest Hits” of content (chosen based on your data) to attract both repeat visitors and new visitors.
When done well, a Best of Content post can encourage readers to stay tuned for whatever content—repurposed or in the works—is coming next, draw them deeper into your platform, and give them a preview of what’s to come for your company.
Mahira Digital Will Sparkle Like New and Refresh The Old
The benefits of repurposing content are numerous, but you must complete the task with careful research, deliberate positioning, and a well-thought-out strategy.
We can assist if you need help with how to carry out this task and generate the desired results. At Mahira Digital Marketing Agency, we work with companies to ensure their online presence reflects their core values, speaks to their ethos, and increases traffic.
The best writers’ work occasionally takes off when they revisit a manuscript they put on hold for a while. That requires you to look closely at your current assets and breathe new life into them.
Please browse our website to see the results of our PPC, SEO, and Content Generation Services work. Get in touch with us immediately to learn more about our approaches to content repurposing.