The concept of digital marketing is not exactly a new one. Indeed, thousands of companies have employed some form of an online marketing strategy over the past five-plus years. As a result, there are millions of pieces of old marketing content –– blogs, landing pages, social media posts (etc.) –– that professionals may not have reviewed in years. Old content like that presents a massive opportunity for progressive marketers, if they’re able to repurpose it effectively. Thankfully, with just a few adjustments, marketers can often revitalize and repackage old content to great success.
Step #1 Identify Opportunities
Not all old content is worth saving. Some content is so outdated that it’s just not worth reviewing. A blog post predicting the outcome of the 2008 presidential election isn’t likely to garner much traffic in 2020. Similarly, other pieces of marketing content may not be good candidates for reoptimization. Should one of your blog posts from several years ago attain a high ranking on key SERPs, then it’s probably best to leave it alone. Don’t fix what isn’t broken!
The best old content to repurpose generally contains some bits of useful information but may not have performed up to your expectations in the past.
Step #2 Update & Revise
The simplest, and perhaps the most meaningful way to repurpose old content, is to update it for a new audience. The nature of business changes all the time, which means that it’s a good idea to regularly review your old work and to update it to meet modern standards. It’s not beneficial for a marketing company to promote a blog that encourages old SEO tactics that fell out of favor several years ago, for example. What’s more, it may also be a good idea to include additional relevant information that you may have missed in your first publication.
Step #3 Change the Medium
Sometimes marketing teams may convey a compelling message, but make the mistake of sending it out across the wrong medium. Upon review, marketers may find that an old social media post would function better as an advertisement. Or information in an old blog post would be better displayed in an infographic. Or perhaps several old pieces of content should be consolidated into a single pillar page. Regardless of how you restructure your old content, doing so can help you get traffic to your website –– particularly if you’re struggling with creating new content.
Businesses across industries can benefit from repurposing and repackaging old content. A blog about lab equipment like 2 ml cryovials could provide new value for scientists working in 2020. Or a landing page about remote employment best practices may contain newly relevant information for professionals switching to a work-from-home setup. By focusing on bringing the best out of old content, marketers can deliver positive outcomes in an innovative way.
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