Inbound marketingMarketing

Reduce, Reuse and Recycle Your Content

Reduce, Reuse and Recycle your content

Reduce the time you spend on creating new content by reusing what you’ve already got, or recycling it into something new and exciting for your target audience!

Global warming and recycling are hot topics right now, (pardon the pun) and so they should be. People are finally starting to realise the critical state of the earth and are making conscious efforts to be more ‘eco-friendly’.

As a marketer you too can recycle your content to reduce time spent on creating, reuse what you’ve already got by recycling it into something new and exciting for your target audience!

Re-ally, you can!

What you can expect to learn:

  1. Why recycle content?
  2. How to use ACE to recycle old content.
  3. Republishing old content
  4. Recycling into new content

Why Recycle Your Content?

recycle your content

Recycling your content has a tonne of benefits for your team as well as your content strategy. Head over here for more benefits. 

By recycling your old content into new content, it reduces time spent creating new content for your team of content creators.

Instead of spending time generating new content ideas, you can focus your time on being more efficient, not only saving you time but effort.

The content you made 6 months ago isn’t always going to be relevant. However, it was once a super useful piece of content your target audience enjoyed. The first stage in your up-cycling of content is to find a different approach or more recent statistics/developments.  This initial step is a super easy chance to update any outdated information and bring it back to life.

Don’t think of content just as blog posts either, you can be apply this across multiple content formats. 

How to Use ACE to Recycle Old Content

ACE is an acronym we use when we’re recycling our content to prompt us to think about the following points:

Adjust- What do you need to adjust in your content to make it relevant again. Is there information you need to remove or add in?

Combine- Have you got content you can combine together to provide new value to your target client?

Expand- Can you expand the old content on a deeper level? Do you know more on the subject than you did previously? Is there a new case study you can add to support your context?

Using the ACE acronym when thinking about recycling your content will allow you to produce valuable and relevant content for your target audience.

Republishing Old Content

Some of your existing, old content may not need updating at all and can be republished and prompted as it is. Just maybe give it some additional bells and whistles.

This is called evergreen contentperfectly good content that maybe didn’t get the reaction it deserved or it was just so good it deserved to be shared again!

Once you’ve re-published the content it can be re-shared in social media and linked to in your other content as well.

A little like creating a spider web of content, which Matt Cutts from Google, explains in the  video below!

Your most recent subscribers are likely to not have seen some of your older content, so your evergreen content will actually still be fresh and new to many!

Alternatively, If a piece of content was particularly high performing, don’t shy away from re-publishing it again. Just make sure you leave a good gap in between the original posting.

There was clearly a demand for the content, so give the people what they want- again! And then again!

Be sensible with your republishing, try and limit this to just excellent, high performing content- you don’t want Google viewing your website as spammy. 

Recycling Old Content

recycle your content

With so many different types of content, across multiple channels and in different formats, there are a multitude of opportunities to recycle content. HubSpot make us pur with this explanation on how to effectively cross market your content into different formats.

Recycling your content can give you ample chances to create something new and spectacular for your target clients! Maybe even build on a some serious sub topics.

The first step is to identify a high-performing content format and topic. Identify an alternative method of message within that content and then build on it. In essence, you are rewording the old content but putting in to a new and exciting output.

To create a long-form offer:

  • Identify the format and topic
  • Make a list of supporting subtopics and chose the strongest.
  • Create content for each of those subtopics.
  • Download or create a template guide. 
  • Put all the content into a guide.
  • Add in relevant call-to-actions
  • Promote!!!

Recycling content allows you to reach new audiences and organically over time build more traction within your content. When you repurpose that content in a new format and/or update it, you can reach new audiences that otherwise may have never seen it. We don’t all consume content in the same way.

Your organic search engine optimisation (SEO) will benefit massively from this. Optimised content in various formats can give you a significant lift in organic visibility and traffic. Why?

Well by optimising different channels with links to and from other relevant owned media (find out the difference between owned, earned and paid media)  creating a web, it will significantly improve your chances of the spiders ranking your content as relevant and useful.

If you guest publish your content on reputable/industry relevant sites, then you’ll also have the benefit of backlinks. We all know how much Google loves backlinks!

So next time you write a well-researched blog post, milk it for everything it is worth. Use some of the suggestions we have spoken about above to save you money and grow your presence online.

There are tremendous benefits to recycling content, and it’s an easy way to fill the gaps of your content schedule. You have already completed the hard part The key is to spend more time promoting your content than you do creating it.

Want some tips on writing excellent content? Or maybe you need some fresh ideas on formatting your content for maximum exposure and engagement. We’re here to help!

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