Don't just create new content, repurpose it!

A constant stress for people who run websites is "I have to create lots of new content this week" or "I must write 20 new blog posts today". New content on your site is great, especially as it keeps Google happy with that 'fresheness', plus gives new content to users, but don't forget about your old content.

Over the months or years your site has been running you have probably produced some evergreen content that still performs well. You've seen it in your Google Analytics reports - a blog post or article you wrote that still gets a certain amount of traffic (albeit small) on a regular basis.

So how can you take advantage of these little hidden gems? Content repurposing.

What is it?

Content repurposing is when you take one single piece of content and then repurpose it into lots of shiny new pieces of content.

So for example, you can take an article that is performing well and make lots of different things out of it including:

• a blog post (or series of blog posts)
• a daily email digest
• a series of social posts (tweets, LinkedIn posts etc)
• a whitepaper or ebook (just expand on the content)
• a video
• a presentation
• etc
• etc

How does it help you?

As you can see, you have now been able to repurpose it into lots of different formats, which can be spread across the web, attracting potential traffic from lots of different sources. You will also get the added bonus of raising your brand awareness on numerous platforms, increasing your touch points with new and existing customers.

This means you're not just relying on your content getting found by Google - users can discover it across a multitude of platforms (SlideShare, Twitter, LinkedIn, YouTube, Vimeo etc).

I recently wrote about this subject on the Econsultancy blog, where I talked about three brands that are the masters when it comes to content repurposing.

And it's a tactic we are using more and more at Fresh Egg to help our clients get the best out of their content strategies.

Next time you start to stress about what new stuff to write, dive into your analytics and see what content you can repurpose instead.