How repurposing content can boost SEO

‍What is digital content?

Digital content is information that you package together as blog posts, videos, social media posts, press releases, infographics, lists, galleries, case studies, how to guides, testimonials, newsletters, interviews, research, white papers, webinars, competitions, presentations and podcasts to tell stories about your business or issues that matter to your customers.

The type of content you choose to create will depend on how you can most effectively reach your target audiences and what outcomes you want to achieve.

What do you want your content to achieve?

Whether you are trying to educate, entertain, persuade or convert your intended audiences, the content you create will need to be designed to effectively carry the intended messages and place your business at the centre of relevant conversations.

To do this you need your content to be relevant, of a suitable quality and visible.

A world of digital content

When you stop to consider just how much digital content is already out there in its many different forms you might wonder why you are investing so much time and energy trying to come up with ‘brand new’ ideas for content.

You might feel like you need to create content from ideas that are in some way ‘new’ or ‘unique’ because you believe that is your best route to get the attention and outcomes you desire.

While it is true that striving to develop new stories to tell the world about your businesses opens doors to new opportunities, new partnerships and new customers it isn’t your only route to success.

Time is of the essence

If you spend all our time creating brand new content you won’t be making the best use of your resources if your objective is to maximise positive engagement with existing and potential customers.

Refreshing existing content that you have already created or adapting content created by someone else and making it your own will very often provide you with most of the benefit at a fraction of the time invested.

How to make the best use of the content you already have

You might already have created a blog, case study or data-led research that can be developed into new content for other channels or provide the foundation for a new campaign that can be outreached to new audiences.

Blogs are a great starting point for content marketing because they are a repository for stories that have been designed to influence potential customers in one way or another. 

With blogs being an example of longer form content it is fairly straightforward to pick out the key messages and repackage them as shorter form content such as social channels.

If you think about blogs, half the work is already done. You can either break down the existing content for other channels, refresh the content to represent the latest thinking around the subject matter or edit the content into a press release format and pitch it to the media.

A similar approach can be taken with case studies or testimonials as both tell their own stories, but the thing that differentiates them from most other content is that they highlight your business expertise. 

Recognise what you are good at and repurpose a case study or testimonial as new content for your site or outreach the story of your expertise to relevant media and position yourself as a thought leader. 

The SEO advantage of integrating content on and off site

Anyone invested in making best use of digital content to drive search traffic and win customers needs to focus on making their existing content work harder over and above striving to make brand new content.

You will not only have a greater amount and range of content at your disposal if you take this approach, but you will also be able to use the time to join up existing content on-site with new content off-site.

In adapting an existing blog post into a press release you will not only have quickly and usefully repurposed content, but you will also win more valuable follow links when your digital pr places as you will be able to link your story back to your original long form blog post providing added value for the media and your customers.

If you’d like Motive to help you repurpose your existing content to earn media coverage, win links and drive your brand up the search rankings please contact us here.

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