Coming up with a constant stream of new and original content is not easy for many small businesses.
Content repurposing helps you increase your content ROI (even if you write it yourself, there is the opportunity cost of not spending time on other activities).
If you have a content that did not perform the way you intended, repurposing it is a great way to give it a second chance.
This article explains the process of how to repurpose your content to increase its reach.
Re-brand your past failures
Failure is actually a funny work here, but I don’t currently have a better one.
Not all of your content performs the way you planned for and because it didn’t work the first time does not really mean that it never work.
For those posts that “did not work well” for whatever reason, repurpose them into a variation on the theme, or into a different format.
For example, let’s say you published a blog post on the finishing of different types of bathroom faucets (which makes sense when you sell plumbing fixtures or remodeling services) and it got little to no traction.
Maybe the next post post will discuss the reliability of the various types of valves. The first post will appeal to people who care more about brushed nickle vs rubbed bronze, while the latter will appeal to people who want to install something and have it work reliably for years to come.
Improve your performing content
Find those posts that performed well, copy them, and rewrite them to make them better.
Add new information, new details, new images, etc. Bear in mind that you’re not just “rewriting”, you’re looking at something from a different perspective.
Alternatively, for top performing content, publish them in a new format. For example turn an eBook into a video or your blog posts into an ebook.
Diversify your presence to gain more exposure
Cross-promote your content that you publish on your own website. This is not of direct importance when it comes to search engine optimization, but you put your content in front of more people, some of whom will like it enough to link to it and/or comment on it, which DOES have direct importance to your SEO.
Learn more here about attracting visitors and generating leads…