How do you repurpose and update your existing content for your content calendar?

Not only is repurposing your wins an important step, but also take a look at the pieces of content that didn't do so hot. Are there updates that can be made to boost their performance? Or can you find commonalities and phase out that kind of content if it's consistently underperforming?

Having a strategic content distribution plan is absolutely critical for ensuring that your evergreen content is seen by the right eyes at the right time. Focusing on your audience’s intent and goals will not only improve your traffic but your overall short- and long-term engagement. It also helps you determine what content will perform best in your different distribution channels.

Just because everyone is on the internet doesn’t mean everyone is everywhere on the internet. For content to be effective, it must reach its target market. Finding where your target market gets their content and the method in which they prefer to receive that content means your message gets to your audience every time. That increases engagement, conversion rates, and growth. As marketers and content creators, we want to spark conversations. Understand where your people are, and streamlining your content creation process becomes easier!

Removing outdated information and adding new keywords is all well and good, but the goal of a refresh should be to add rather than subtract. Maybe there's space to discuss new competitors, or talk about recent news articles. Depending on the style of your piece, you can add new screenshots, update charts and graphs, or embed videos that help readers engage meaningfully with your content.

I repurpose content by transforming it into different formats. For instance, a blog post can be repurposed into an infographic, video, or social media posts. I update content by checking for outdated information or broken links, adding new insights, or improving SEO. When updating or repurposing, I schedule the new content into the content calendar, ensuring it aligns with overall content goals and strategy.

Planning ahead has become easy with the addition of scheduling features in publishing platforms. No need to worry anymore if you are too busy on one day, because you can now plan your content and schedule it for several weeks at a time, which increases your chance of being consistent and publish regularly.

I start by reviewing our best performing pieces, whether blogs, webinars, or infographics. Then, I brainstorm ways to transform them into new formats. A blog post might become a podcast episode, an infographic might inspire a blog series, or a webinar could be broken down into several social media posts. When updating content, I check for outdated information, opportunities to improve SEO, or ways to enhance it with recent data or visuals. I slot these repurposed and updated pieces into our content calendar to maximize their use.