The Citrus guide to repurposing content
26 / 02 / 2018
You’ve made an effort to add a blog to your website, you’ve gone to the trouble of researching and writing posts for that blog, but what happens next? We’ll let you into a little secret, it’s called repurposing content, which basically means, finding new ways to recycle your existing content.
Providing that a post doesn’t have a sell-by date, for example, “Property Market News”, you can reuse the post in a number of ways to reach a new audience and make the most of the time spent on the original post.
So now you know the benefits of repurposing content, but how do you breathe new life into your old posts? You’ve already done the hard work by writing them, now it’s time to look at which posts you can give new purpose to and how to recycle them.
Which posts deserve repurposing?
We’re sure that each post from your archives has its own unique qualities, but you’ll need to carefully choose which posts are relevant and which will attract the most traffic. As experts in your field, you will know about trending topics and timeless content when choosing which posts to repurpose. You can also look at the analytics to see which posts performed the best.
How to repurpose content
Have you considered changing the format of an existing blog post? As you know, content comes in many different forms and text is only one of them. Perhaps your post could work as a video, a podcast, or an infographic. If you’re expanding on a post you may want to create an eBook, which could then be shared or even sold online.
Not all spin-offs work; just look at the Friends sitcom and its spin-off Joey, which only lasted two seasons. Fortunately, your popular posts are far more likely to produce additional content that appeals to your readers. Whilst you’ve been reviewing your previous posts you may have come across titles that you can perhaps improve on, or even write a follow-up post for. Markets change, new data is released, and you’ll know more since writing the initial post. To extend the lifespan of a post discover what additional angles can be explored and follow-ups written.
Old content can be rewritten to suit a new audience, or to include new information. You may want to refresh old posts by changing the image, renaming the post, or making it more feed-friendly for a certain platform such as Pinterest or LinkedIn. Consider giving an old post a makeover before creating a whole new one.
Sharing is caring
When it comes to repurposing your content through sharing you’re probably thinking of the social media platforms that you currently use; this is great, but there are other options too. Sure, we suggest that you take advantage of the new trending platforms to share your blog posts, but you can also use them in newsletters to your email subscribers. Each post can be sent as an article within the monthly or weekly newsletter, or alternatively, you could use part of a post in a weekly tips or advice segment.
If you’re not repurposing your content you’re missing out on further opportunities for your business. Take some time today to look back at your posts and discover which can be re-packaged to keep driving traffic to your website. Good luck!