Did you know that you’re probably not maximizing the value of your old blog posts? Content marketing is one of the best ways to generate leads and grow your business. A whopping 77% of online users read blog posts, which means a majority of your visitors will check out your content before they ever consider buying a product from your online store.
Many marketers and business owners make the mistake of pushing ahead with new posts instead of repurposing their content. Content repurposing, also known as content recycling, is taking old or outdated articles and giving them a new life.
Sometimes, your posts will simply continue to exist on your company blog. In other instances, you’ll have opportunities to reformat posts and bring them to a new marketing channel, like social media.
Today, we will show you five clever ways you can repurpose your old articles and secure more traffic, engagement, and sales.
Let’s dive in!
Compile Relevant Content into Lead Magnets
If you’re like most of us, you want to get more email subscribers. People who subscribe to your email list are more likely to engage with your site, which means there’s a greater chance that they will purchase a product or service.
You can generate more email leads by taking some of your best content and repurposing it into a value-packed lead magnet. Lead magnets are essentially exclusive pieces of content, like infographics and ultimate guides, that visitors can get by joining your email list.
When creating a lead magnet, the first thing you should do is ask yourself, “will this new content help my target audience?” If the answer is no, it’s time to go back to the drawing board. Consumers will only sign up for this type of offer if the post solves a specific pain point or teaches them a relevant skill.
Once you’ve decided on a topic, go through your old posts and use your best tips, examples, and explanations in your new lead magnet. After you’ve polished your piece, create a signup form for new visitors. You can even promote your magnet on the source posts so visitors can get immediate access to the information that matters to them.
Turn Popular Blog Posts into YouTube Videos
Now, let’s talk about your old posts and the second most visited site in the world; YouTube. Research shows that over 1.9 billion people visit YouTube every month. All of these people are looking for content relevant to their goals, interests, and challenges.
If you don’t have a business channel, now is the perfect time to get started. The best part is you don’t have to go out of your way to post brand new content. We suggest reviewing your Google Analytics account and creating a list that contains your most popular articles and tutorials.
Use your list of posts to create videos that resonate with your audience. We’ve had tremendous success with our video guides. Many people want to see how our product works in action before they sign up. Our videos give users a much-needed option to see how our SaaS can help them from start to finish.
You should frequently check your YouTube analytics and comments after you post a video. You’ll see feedback that inspires you to make another post and turn it into an interactive, engaging video.
Create and Sell Online Courses
If you don’t want to create a YouTube channel or perhaps are looking for another way to repurpose your content, you should consider turning your content into online courses. Believe it or not, the LMS industry is expected to grow to $28.1 billion by 2025. You can secure your spot now and start taking advantage of the benefits that come from selling online courses.
The process of creating a course is similar to creating a guide-style lead magnet. You’ll want to go through your most popular posts and pull information out that will benefit your target audience.
Some people prefer interactive learning and enjoy the challenge and satisfaction of online lessons. You can even create a “starter” course and use it as a lead magnet that segues to your paid lesson plan.
You’ll find that plenty of visitors will become customers after spending some time with your first free online course. If you want to maximize the value of your lesson plan, don’t forget to encourage students to fill out a feedback form at the end of their class.
Update Existing Articles
You can repurpose your old content without ever moving it to a new platform. If you haven’t reviewed your posts recently, go through and see if there are any outdated statistics or information that you can amend with an update.
Businesses see a majority of traffic from their old blog posts. In fact, research shows that compounding posts are responsible for an impressive 38% of all blog traffic. This little statistic shows that updating your existing articles can have a significant impact on your overall performance.
Imagine if you had a blog post called “10 ways to market your business in 2016,” how much traffic do you think you’d see today? Not much, right? Now, imagine what would happen if you updated some of the statistics and retitled your article “10 ways to market your business in 2021 (UPDATED)”, do you think the repurposed blog post would get more traffic? The answer is yes!
Not only does updating content give your audience more relevant information about your product, service, or industry, it also allows you to move your repurposed post to the top of your blog home page. This means you could see more traffic from first-time visitors who never saw the original article.
Schedule Social Media Posts with Statistics
Finally, you can use statistics and facts in your old blog posts to get more social media followers. You may be shocked to learn that 3.96 billion people use websites like Facebook, Twitter, and Instagram to engage with friends, family, and businesses.
When you also consider that 59% of people use social media as shopping inspiration, it’s easy to see why this strategy is so effective. Consumers want brands that have good products and are incredibly knowledgeable about their industry.
In most cases, you have to show that you have experience in your field before a stranger will become a follower or before a follower will become a customer. Sharing high-impact statistics and tips, then linking back to your original post, is an excellent way to repurpose your posts and grow your business.
We include several lines with a quote, then the link for people that want to read more. In our experience, the users that click through are genuinely interested in your product or service. If implemented properly, scheduling your social media posts with helpful information can lead to more followers, customers, and email subscribers.
Back to You
As you can see, there are plenty of great ways to repurpose your underutilized content. The tips offered today are just the tip of the iceberg. We suggest experimenting with different content repurposing strategies until you find tactics that work well for your business.