In a recent article, Forbes Magazine discussed how to boost ROI using repurposed content. Too often, great content is forgotten after it’s been published and made its initial buzz. The author suggests updating some content or revamping it to generate a traffic boost. We’ll discuss the article’s key points and then provide our own take on the topic.
Here is an excerpt from the article:
by Sam Yadegar
Published by Forbes Magazine, June 2, 2021
“Seasoned marketers know that high-quality content is an important pillar of any well-rounded search engine optimization (SEO) strategy. But often, great content is published and forgotten about, left to grow stale and outdated.
Luckily, there are ways to work smarter vs. harder when it comes to your content marketing. With a bit of planning and thinking outside the box, you can revamp, repurpose and retool your content to bring you more traffic and, ultimately, a higher ROI.
The longer a blog post or other piece of content has been around, the more page authority it can build on the search engine results page (SERP). However, you don’t want to drive traffic to a page that features information that’s outdated or no longer accurate.
One way to avoid this is by creating a plan to regularly update your content. It’s a good idea to revisit your content every six months to a year, depending on your bandwidth. During this process, you can check that all links are still working, all data is still accurate, and all facts are still relevant and up to date…
When it comes to content, it’s about both quality and quantity. Luckily, you don’t have to have a team of a dozen writers to pull off a content marketing plan that brings in good results.
By making sure what you publish is up to date and accurate, well-executed and promoted properly, you can continue rising through the search engine ranks and achieving the results you want.”
Here is our take on the excerpt and article:
It makes sense on many levels to repurpose high-quality content–or any content that can serve a relevant purpose and deserves in some way to be revisited. Certainly, from a fiscal standpoint, your company has already invested in the original content; updating it does not warrant the same amount of time or fiscal investment. Often, as the author says, it’s simply a matter of updating an older piece with a few new paragraphs and a few changes here and there.
What’s especially helpful about this piece is that it offers some advice about different methods for repurposing older content. It mentions the possibility of updating the content and then gating it. The author also talks about offering updated and expanded content as a download. Some companies are featuring their repurposed content in company newsletters.
However a business chooses to repurpose the material, there is an SEO benefit. This updated content helps boost website traffic and, ultimately, sales of products or services. Leaving good content to sit on a digital shelf where its SEO merits may begin to wane is a waste when there is so much to be gained with just a few tweaks to the material here and there.
Blue Interactive Agency specializes in digital marketing solutions, including content development (and content transformation!) as well as SEO. We offer customized services to help our clients achieve their marketing goals.