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Content Marketing Blog

NEW is Great, but RECYCLED Content Can Work Wonders Too

Creating good quality content is time-consuming and takes a lot of creative energy. However, a constant stream of content is essential to establish and maintain your position of authority in your market. Ongoing content marketing drives engagement and awareness for your business, brand, or agency.

To be able to churn out new content on a regular basis requires a team of highly dedicated content writers. However, if you’re just starting out in the industry or do not have the resources to continually produce new digital content, a smart marketing strategy should be recycling content.

A Good Ole’ Fashioned Reboot

What if you had published an article which seems to be much more relevant now than it was before? Or that brilliant piece of email marketing you pushed out a few months ago which didn’t get the attention it deserved? These materials can be utilized again.

When your business first turned to brand building through content marketing, you probably did not have too much of a following or an active online audience. But as your brand awareness increased and now that you have an audience, it is disappointing that your past content is buried deep under all your newer pieces. You can blame Google for this; their algorithm prefers newer indexed materials rather than older content.

However, everyone loves a good reboot! Arrested Development was brought back after 7 years, Will & Grace was rebooted after 12 years, and even Mulder and Scully came back to solve extra-terrestrial mysteries after 14 years. So why can’t you also recycle your older marketable content?

Recycle Your Plastics for the Planet, and Your Content for the Web

Leading digital marketing specialist Gary Vaynerchuk puts it simply; “Hustle is squeezing every bit of juice from the orange.” Just because you have already published something doesn’t mean you can’t use it again by improving it, republishing, and sharing it with your new audience to increase brand awareness.

However, you must choose your orange carefully. You need to find content that is high in quality and is still relevant to your industry. That’s what makes it evergreen content.

Apart from the obvious, updating and re-writing your older content to make it more relevant, the 5 best ways to recycle content are:

  • Create a series of new articles: If an older piece was a list or guide with a few bullet points, you can create individual articles out of each point. Each step will then be much more detailed and address multiple keywords in their individual articles.
  • Write a follow-up: Pick one of your more well performing articles from the past and write a continuing piece to it by expanding on the topic. Always make sure that your part 2 article is also very informative and has a link to the previous article.
  • Create infographics: With our increasingly lower attention spans, online audiences prefer something that is visually appealing and offers information at a glance rather than having to scroll and read blocks of text. By converting your article into a pleasing infographic, not only can you recycle your content, you may also attract many new readers due to the high likeability of infographics.
  • Transform past content into an eBook or webinar: If you have a series of articles on a topic that you wrote ages ago, you can transform them into chapters of an eBook. Or host an informative webinar and utilize that information by updating it with new facts and statistics.
  • Explore social media for more SEO juice: You can pick some of the best and most interesting quotes from your old articles and transform them into slides or images which you can tweet or post on other social media sites like Facebook, Pinterest, and LinkedIn etc., while providing a link to your original post.

As a business, constantly pushing out new content can be challenging. But, it’s like the story of the mushroom at your doorstep—why go looking all over the place when you might have what you need, right here! Not only does recycling content save you time, it also magnifies your chances of success as it draws more attention from your targeted audience. Use the above tips to get extra mileage out of your evergreen content.

MintCopy is an established content agency headquartered in Ontario, Canada. We have a team of dedicated and qualified copywriters who use SEO best practices in all their work. Whether you need fresh content for your website, blog, social media channels, email campaigns, and so on, or you need assistance with recycling previously published content, our team is here to help. You can reach us online or call toll free at 1.888.646.8003.

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