Home / Internet Marketing News / How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing)

How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing)


Have you ever lost hours watching Antiques Roadshow marathons? Or do you lead a substantially more exciting life than I do?

I can’t help it; there’s something so compelling about finding treasures in your attic. That ashtray is really a Civil War-era candy dish! That punch bowl is really a 12th-Century chamber pot (we sincerely hope you washed it first)! Even though the most exciting thing I ever found in my attic is a dead squirrel, it’s fun to dream.

Think of your existing content library as one big, overstuffed attic. All the great stuff your team has written is still there. It may occasionally attract a visitor or two, but for the most part it’s just collecting virtual dust. So why are we in a constant mad dash to create new content? For most organizations, there is plenty of value left in the old stuff. With the right repurposing, content that proved valuable to your audience once can attract a new wave of traffic.

Repurposing your old content isn’t a lazy or cheap move. Odds are your audience has grown since you first posted it. And many might have missed your first round of amplification. Still others didn’t read the blog post, but would be eager to consume the content in another format.

In short, if a post is still relevant and valuable to your audience, it’s just as much a treasure as that ancient chamber pot/punch bowl. Here are five ways to take your treasures out of the attic and on to the roadshow.

#1 – Repost Evergreen Content

Every once in a while, we marketers get a lightning-strike of a post. Sometimes we even do it on purpose. We write something so useful, so comprehensive, so definitive that it stays relevant and attracts traffic for years. That’s evergreen content, and it couldn’t be easier to repurpose it: just post it again on all of your social media channels.

Many marketers feel guilty about reposting, or worry about boring their audience with reruns. But the hard truth of social media is you only reach a fraction of your audience with any given post. And the hard truth about your audience is they most likely haven’t read every post on your blog. So there’s a vast untapped market of people who have no idea this great resource existed and would be happy to hear about it. Pull a few stats and quotes from the piece, make some eye-catching social media images in Canva, and share away.

#2 – Freshen up Previous Top Performers

Just below the evergreen content in ease-of-repurposing are posts that were popular when first posted, but have lost relevance over the months and years since. They may have old statistics, broken links, or embarrassingly outdated pop culture references (Gangnam Style, Harlem Shake videos, etc).

Still, it’s far simpler to refresh these pieces than create something from scratch. Add new visuals. Get up-to-date stats. Add a section on new developments. Remove the Ice Bucket Challenge reference. When you’re done, you will have a like-new piece with a fraction of the work, all ready to provide value to a new audience.

#3 – Combine Thin or Repetitive Content

Let’s face it: Most organizations got into some shady business when SEO-driven content first became a thing. Back when it was all about quantity, we might have put out five shallow 300-word posts instead of a deep 1500-word one. Or we might have posted the exact same ten tips in three different posts, with slightly different keyword stuffing.

It’s okay. We all have our embarrassing phases. But it’s time to polish up that thin and repetitive content. Google is watching, and the quality of content on your site will affect your ranking, for better or for worse. So get rid of repetitive content, making sure to 301 redirect to the one version you plan to keep.

Then take your thin content and combine it, Voltron-style, into one strong Power Page. This is a good opportunity to polish and refresh, too. Not only will you avoid taking a hit for thin content, your new page can be a powerful force to pull you up in the rankings.

#4 – Change the Format

Have you heard that nobody reads anything anymore? Okay, that may be an overstatement. You’re still reading, right? At least, you’ve read this far. Thanks for that. Anyway, while people haven’t entirely given up on the printed word, turning text into visuals is a surefire way to earn attention from a new audience.

There are plenty of ways to go visual with old content. You can create a SlideShare that delivers your key points with well-designed flair. Pull out a few key paragraphs and make a short video out of them. Turn a how-to article into an infographic or a flow chart. Use the post as a jumping-off point for a podcast. Whichever way you go, you’ll be reaching out to an audience that might not have engaged with plain old text.

#5 – Start a Series

When the first Star Wars movie came out in 1977, it was just called “Star Wars.” It wasn’t until it made roughly seven hojillion dollars (adjusted for inflation) that it became “Star Wars Episode IV: A New Hope.” There’s a lesson in that for marketers, and it’s not just to be mindful of the living Force when you create content.

Say you wrote an article on Civil War candy dishes that your audience really enjoyed. After a few months, when the traffic to that article has slowed, write a new piece on Revolutionary War candy dishes, using the same basic format as the first piece. Add an editor’s note to each post explaining they’re part of your Candy Dishes of Conflict series, and link to the first post from the new one. You can drive new traffic to the old post, and encourage people to spend more time on your site by making sure each post links to the entire series.

Save Your Great Content from the Attic

There’s a good chance that content your audience found valuable in the past still has value for you and your readers. Some pieces may be good-to-go as-is; some will require varying degrees of dusting and polishing to show their worth. Whether you’re reposting, refurbishing, or transforming it, repurposed content can fill holes in your editorial calendar and keep your audience engaged.

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© Online Marketing Blog – TopRank®, 2016. |
How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing) | http://www.toprankblog.com

The post How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing) appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.


#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)


#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.


Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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