Using “evergreen” topic ideas is an old strategy for continually generating and accumulating traffic with quality content.
Unfortunately, a lot of marketers overlook the potential of certain content to be quickly repurposed and repackaged for a different platform of distribution.
You could be missing out on huge traffic streams if you don’t know how to make your content visible to some of the most engaged and active online communities on the Internet.
What is Content Repurposing?
Content repurposing is a simple concept that can empower any marketer’s promotion strategy. Simply put, it will allow you to squeeze more traffic from a single piece of content – saving you time for content production while generating your more traffic to your website. It is the most natural thing to do after investing a lot of time, effort, and money for creating your content.
But first, remember that repurposing employs a different approach than just spreading your content across social media platforms through a simple sharing feature. It is a craft where you can take a piece of content and turn it into something that a particular group of users will appreciate. For example, you can turn a motivational text quote into a visually-inspiring image quote and share it in share it in Instagram where users can appreciate the content and spread it like wildfire.
In other words, what you need to do is to identify what a particular community wishes to see in a platform, optimize old content to fit this preference, and then publish it there so you gain more engagement and traffic to your site.
To help you with this, here are five awesome websites where you can easily paste, edit, and repurpose old content to offer something fresh to your audience.
Medium is one of the best places to start if you want to expose your ideas to the masses. However, it is important for you to know right off the bat that Medium is not a social media website in a sense that building authority or popularity for your brand’s profile in the platform is unimportant. Rather, you should focus on the uniqueness and relevance your content can offer the community.
Check out the infographic featured below from Cent Muruganan of Your Escape From 9 to 5 below to understand how Medium can be incorporated into your content repurposing strategy.
You get to build followers and recommendations for your published stories on this site. But even new accounts can get their content published in major publications such as Business Daily as long as their content is promising enough. Additionally, you can leverage the input of other Medium users to review your post before you publish it, making it a lot easier for you to polish every post and generate traffic from it.
A word of advice: it’s better to focus on giving actionable steps to increase the value of reading your content. The internet has seen too much of the same ideas get repackaged and repurposed to tolerate any more copycats. The least you could do is to offer users a helping hand as they apply the things they read about.
Related Article: Recycle for the Win: Clever Ways to Repurpose Old Blog Content
LinkedIn has always been the primary platform for building your professional network. The community is, of course, more oriented on building business and professional relationships rather than socializing or learning/training about a particular field.
With this being said, it is important to understand that repurposing your content in LinkedIn requires you to focus as a contributor to your expertise and voice out your own professional opinions. Highlight your knowledge and experience by showing solid data and presenting your future readers with valuable tips and advice.
LinkedIn’s publishing platform, codenamed as Pulse, allows you to show off your expertise to the professionals, businesses, and organizations in your industry. However, you shouldn’t just mindlessly repurpose and publish your old blog posts in the platform.
In addition to having a tone that suits the professional/B2B audience, consider expanding ideas by including measurable data. Say, if you have a blog post on launching a Facebook ad campaign, don’t skimp on important details such as cost estimates, actual traffic figures, and even visuals (screenshots, charts, etc.) to help your readers visualize actionable steps. Remember that this will eventually increase your professional credibility.
Quora has been one of the fastest growing online communities for how-to guides and QA threads. As more people go to the site for answers to their everyday problems, more opportunities arrive for marketers who want to make their brand visible to their target audience.
All you have to do is to look for people who are asking questions and offer your existing blog/content as a solution. Don’t forget to add a concise introduction and a short preview of what your content and brand are all about. This will prevent you from appearing like a marketer who’s only in for the clickthroughs.
“Quora posts have a particularly high engagement, especially if they tackle an important issue,” says Rob Doyle of Bob’s SEO. “An advantage of this is that you can easily acquire feedback from the community through the active comments section.”
Ever since the beginning, WordPress.com has suffered comparisons with its big brother, WordPress.org. Simply put, WordPress.com is a personal blogging platform where anyone can quickly set up a website within minutes.
While most Internet marketers focused on features and flexibility, they overlook the advantage of the convenience that WordPress.com has over WordPress.org.
With this platform, you can easily repurpose any content and quickly have another channel for lead generation up and running. Furthermore, you can take advantage of WordPress.com’s Publicize feature to promote your content across multiple social media platforms.
Lastly, Tumblr is a blogging platform with heavy social media networking integration. One of the benefits of using this platform is that the blogs are SEO-friendly, thanks to its sheer popularity. It is also simple and very easy to use. You get to access countless themes that will help you optimize your blog while incorporating your brand’s identity.
Unfortunately, a huge chunk of its users belongs to the youth group, which do not really respond or convert well for some brands. But if you’re targeting a younger age group, then you’ll definitely miss out if you’re not leveraging the Tumblr community. Otherwise, you can find it difficult to repurpose your existing content for this kind of audience.