Strategies for Repurposing Performing Content

Simply posting your content and waiting for your target audience to discover it won’t bring a lot of traffic in. You still need to do put in some marketing effort for your content to be found. Get your content in front of the right audience at the right times and places, deliver on their expectations, and enable them to spread your brand influence further — no matter where you decide to publish.

A highly efficient method for content marketing is recycling, reshuffling and re-surging content you already produced.

Recycling Content Assets

Aside from paid and organic promotion, you can expand the reach and impact of your best performing content by re-publishing and resurfacing them. You already know that the content has been well-received and by reusing it you can amplify the results and reinforce your brand’s value in the mind of your audience. This opens up the possibility that your best content will get discovered by people that may have missed it the first time around.

The following recycling techniques can help extend the value of your older assets, place your best information in a fresh context, or add something new to a trending conversation topic:

Republish it: If the content of an article is still valuable and relevant but its performance has started to dwindle, consider republishing it so it appears on your readers’ feeds once again. Make sure to update any outdated information.

Repackage it: Here you break down your long-form content — like blog posts, white papers, and e-books — into smaller pieces. Those assets can be mixed with other relevant information on the topic to create a new piece that might attract a different audience.

Repurpose it: Similar to repackaging, repurposing involves deconstructing your original content — but instead of combining them with other pieces, the individual pieces become a new form of conversation. The content entails the same message, but it’s adjusted to suit a different purpose or a different platform.

Syndicate it: You can collaborate with news sites, industry media, and other like-minded media outlets that might be interested in republishing your content on an ongoing basis. Syndication deals can be paid or unpaid. Regardless of how you agree to collaborate, it will bring you additional traffic and SEO benefits.