Did you know that you are 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 standard 77% of online users read blog posts, which means a majority of your visitors will view your content before considering purchasing a product from your online store.
Many marketers and business owners make the mistake of posting new posts instead of redirecting their content. Content reuse, also known as content recycling, is the process of taking old or outdated items and giving them new life.
Sometimes your posts will just continue to exist on your company blog. In other cases, you’ll have the option of reformatting posts and taking them to a new marketing channel, like social media.
Today, we’re going to show you five clever ways to repurpose your old posts and secure more traffic, engagement, and sales.
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 mailing list are more likely to interact with your site, which means they are more likely to purchase a product or service.
You can generate more email leads by taking some of your best content and repurposing it into a value-rich lead magnet. Lead magnets are basically 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 need to 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 problem or teaches them a relevant skill.
Once you’ve decided on a topic, go through your old posts and use your best advice, examples, and explanations in your new lead magnet. After polishing your piece, create a registration form for new visitors. You can even promote your magnet on source posts so visitors can get to the information they care about right away.
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 more 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 pro channel, now is a great time to start. The best part is that you don’t have to go out of your way to post brand new content. We suggest you verify your Google Analytics account and create a list of your most popular articles and tutorials.
Use your list of posts to create videos that resonate with your audience. We have had huge success with our video guides. Many people want to see how our product works in action before signing up. Our videos give users a must-have option to see how our SaaS can help them from start to finish.
You should check your YouTube reviews and comments frequently after posting a video. You will see comments that will inspire you to create another post and turn it into an interactive and engaging video.
Create and sell online courses
If you don’t want to create a YouTube channel or maybe are looking for another way to reuse your content, you should consider turning your content into an online course. Believe it or not, the LMS industry is set to grow to $28.1 billion by 2025. You can secure your spot now and start enjoying the benefits of selling courses online.
The process of creating a course is similar to creating a guide-style lead magnet. You will want to browse through your most popular posts and extract insights from them that will benefit your target audience.
Some people prefer interactive learning and enjoy the challenge and satisfaction of online courses. You can even create a “starter” course and use it as a lead magnet that follows your paid lesson plan.
You will find that many visitors will become customers after spending time with your first free online course. If you want to maximize the value of your lesson plan, remember to encourage students to complete a feedback form at the end of their lesson.
Update existing articles
You can reuse your old content without ever moving it to a new platform. If you haven’t reviewed your posts recently, go through them and see if there are any outdated stats or information that you can change with an update.
Businesses see the majority of traffic coming from their old blog posts. In fact, research shows compound positions are responsible for an impressive 38% of all blog traffic. This small stat shows that updating your existing articles can have a significant impact on your overall performance.
Imagine if you had a blog post titled “10 Ways to Market Your Business in 2016”, how much traffic do you expect to see today? Not much, right? Now imagine what would happen if you updated some of the stats and renamed your post “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’s homepage. This means you might see more traffic from new visitors who never saw the original article.
Schedule social media posts with insights
Finally, you can use stats and facts in your old blog posts to get more social media followers. You might be shocked to learn that 3.96 billion people use websites like Facebook, Twitter and Instagram to communicate with friends, family and businesses.
When we also consider that 59% of people use social media as inspiration for their purchases, it’s easy to see why this strategy is so effective. Consumers want brands that have good products and know their industry inside out.
In most cases, you need to prove that you have experience in your field before a stranger becomes a follower or before a follower becomes a customer. Sharing high-impact stats and tips and then linking back to your original post is a great way to reuse your posts and grow your business.
We include several lines with a quote and then the link for people who want to read more. In our experience, users who click on it are genuinely interested in your product or service. If implemented correctly, scheduling your social media posts with helpful information can result in more followers, customers, and email subscribers.
back to you
As you can see, there are plenty of ways to reuse your underutilized content. The advice offered today is just the tip of the iceberg. We suggest experimenting with different content redirection strategies until you find tactics that work well for your business.