It’s no secret that the bigger websites receive the most traffic. Having lots of optimized content on your website tells the search engine that you have content relevant to users’ search queries. So it also makes sense then, that your best performing pieces of content should be reworked and repurposed to get more mileage of out of them. Today, we are going to take a look at the different ways you can take great content and get more usage out of them.
What Are The Reasons And Benefits Of Repurposing Content?
The first and most obvious reason to repurpose your content would be when you have a piece that was well received and, according to Hubspot:
You want to spread the word through different mediums such as a blog, a video, an infographic, or a podcast. The second could be because you’re swamped with all the other marketing campaigns you have going on and you just don’t have that much time to come up with new content every week. Regardless of the reason, repurposing content is an easy, seamless way to promote your business.
The benefits, of course, are that you do not have to come up with completely original content or start your research from scratch. Plus you don’t have to do any testing, because you already know that your audience appreciates it.
So, how can you repurpose and what types of content should you be looking to pen from past successes?
1. Write A Blog Post
Perhaps your content success came from a social media post. Perhaps the easiest kind of content to write (and read) would be a blog post. What kind of features should you include for a successful blog post?
Formatting is very important when it comes to writing successful blog posts. In order to be effective your blog posts should be as easy as possible for your readers to digest. This means using short paragraphs, lots of subheadings, block quotes, lists and bullet points.
To be able to capture your readers’ attention, a blog post should not be too long. While longer posts certainly are more successful in search engines, the average reader’s attention span is not very long, so you should aim for a word count of under 1500 words. This Search Engine Journal post recommends the following:
Keeping your posts relatively short and to the point will increase the likelihood of them being read in full. What I recommend you do is write shorter posts instead of fewer longer ones. For example, you are better off writing two blog posts that are 1,500 words each than writing one post that is 3,000 words long.
2. Landing Page Content
Landing page content is really important for closing sales so it only makes sense to take content that you know has been effective and mold it into landing page content that compels your readers to take action.
When we create landing page content it is important not to give your reader too many options. That is why some of the most effective landing pages do not even show the website’s main navigation structure. The whole purpose of the page is designed to get a reader to make an online purchase or sign up to receive marketing material.
Landing pages are usually very long. The longer they are the more convincing and effective they can be, as long as you break your content up every so often with a call to action button to remind the reader why he or she is there in the first place.
As people are more engaged and stimulated by visual content, infographics have risen steeply in popularity. Infographics are ideal for business-to-business communication. They are also ideal as an alternative way to represent the results of studies or white papers. They can take what is ordinarily very complex data and break it up into digestible chunks of information that can be consumed visually, or without too much thought on the part of the reader.
Of course, it is important to take note that an infographic is an image so it cannot be indexed by search engines. To compensate for this you should ensure that it is as easy as possible for your readers to share it via email and social media channels. This Moz.com article also recommends the following:
Similarly, you should make reposting the infographic and linking back to you as easy as possible, and the best way to do this is to supply a HTML embed code. An embed code will not only provide people with an easy way of re-publishing your infographic, but it will ensure that they link back to you (via an image link) and allow you to control the anchor text.
If you can’t claim organic SEO points for it, make sure linking and social sharing has been taken care of.
Ebooks are ideal for collating your entire blog catalogue, website content, white papers or the infographic you now feel so comfortable creating. Ebooks can also complete a cycle. Say you started out with a great social media post, which you then adapted into a blog post and infographic. You could then top and ail this content to create a downloadable e-book, and write some fantastic landing page copy to go with it. Brafton had this to say about eBooks:
An eBook is a premium format, and the final product is a sophisticated resource that provides real value. Thus far in 2014, 57 percent of B2B marketers reported they feel confident that eBooks are an effective web marketing tool.
EBooks are also useful because they can be used at a number of stages in your sales funnel. You can use them to generate leads (like when you allow a download but ask for the users’ contact details), or you can use them as an incentive for people to sign up to your newsletters. You can choose the level that you want to write at, and even use the same eBook to generate beginner, intermediate and advanced level content.