Coming up with new ideas and content for your site is sometimes a chore. This is especially so if you’re the only content producer and you publish frequently.

Sitting there staring at a blinking cursor or browsing the web looking for ideas is no ones idea of fun.

The thing is, unless you’re site is really new you have a ton of old content that can be mined for new ideas or quick wins content wise.

It works by taking the content and either repurposing it in one of many ways or using it as a springboard for new content.

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Benefits of Repurposing Old Content

There are several reasons why looking to older content is beneficial:

Less Time and Stress

This isn’t always a given, but by using existing content, it can help speed up new content creation by reducing the time it takes to find an idea and make sure the idea has merit. This in turn can help reduce the stress of content creation.

Boosting SEO Through Related Content

Search engines love it when they understand the point of your site, and by using old content to create new content you’re re-affirming what your site is about. This can help to boost the authority of your site, in turn helping with rankings.

Reach a Wider Audience

This is especially the case if you repurpose via utilizing different media types or by using social media. Just because your content has been published already doesn’t mean there aren’t people willing and wanting to consume that content.

Reinforce Your Brand, Reputation or Voice

Similar to the fact that having more content about the same subject can improve the authority of the site in the eyes of search engines, content repurposing can also have a similar effect on your audience.

How to Find Content to Repurpose

The easiest way is to simply look at the content you’ve already created- both on your site and any other channels you use such as social media networks.

However, it makes more sense to do a content audit first so that you can find the right content to review with less effort.

Yes a content audit can take time initially, but afterwards you’ll have a list of content that you can systematically go through for repurposing’s sake.

The type of content you’re looking for is:

  • Evergreen content – things that will always be useful to people
  • Outdated content – content that could be used for follow ups or to be updated
  • Popular content –items that have solid page views, social shares, comments or a combination of all of these

This might end up being most of your content but having it categorized helps.

Methods to Repurpose and Refresh Your Content

How then do you go about turning your old content into newer and fresher pieces? There’s a whole bunch of ways to go about it:

#1 Use Different Media Formats

Taking one piece of content, be it an article, video or podcast and creating the same content in a different media format can go a long way to reaching new audiences.

Article to Podcast

Depending on your writing style you can possibly get away with simply reading the article while recording it. You might need to make a few tweaks first though, but with the boom in podcasting and the desire for people to get solid information, this might be a way to go.

If you don’t have a voice for radio, then you can always hire someone on or to record it for you.

Article to Video

This works especially well for any tutorial articles you have lying around. A large chunk of the populous now gets most of their content in video format, so creating videos from the articles can kick start a YouTube channel or just add more ways for people to consume the content.

Article to Infographic

Infographics are popular to share as they offer bite-sized bits if information in a visually pleasing format.

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Content that is focused on facts or tutorials work well for this format. You’ll likely need to distill the existing content into succinct soundbites, as too much text on an infographic is a big fail.

Anything to SlideShare

While not an obvious choice, presentations can make an effective way to disperse your content. Articles and infographics work well for this as they are easily “chopped” up and reused.

Content to Webinar

Webinars and live video are booming currently and it’s relatively easy to take one or more of your existing pieces of content and use them as a rough script (it’s live after all) for your webinars.

As well as that you can then repurpose the recording of the webinar at a later date!

And More

I’m pretty sure I haven’t covered all the combinations you could do with different media, so with a little imagination I’m positive you can find something that can suit your preferred content styles.

#2 Refresh Old Content

You don’t always need to create new content. Instead you can examine what you have and see if it can be updated. Adding a new title, updating the content to be more in depth and remembering to update the date can help breathe new life into stale content.

#3 Listicles to Detailed Articles

It often seems that the internet is just full of clickbait and listicles, and if you’re like me you’ll have created a listicle or two in your time.

There’s just something people love about articles with titles like “6 Ways to Validate Your Idea” or “16 Frightfully Good Ways to Make Money this Halloween“.

These are an excellent source of fresh content though, as you can take each element of the listicle and turn it into a full blown piece of content – article, video, podcast or all of them!

#4 Branch Out from the Initial Topic

Similar to the above, you can take a topic covered in older content and explore the different areas within it in more details.

Say you have an old review about an internet marketing product that is still going strong, you could take this and discuss why it’s still going strong today. Or you could create an in depth tutorial on how to use the product. Or you could create a comparison of that product versus one or more of its competitors.

Whatever the content topic, there will be different avenues you can take to craft complementary content.

#5 Repost to Social Media

If the content you have is still valid, useful content, then why not simply re-share the content to your social media channels.

It’s likely that your new followers may not have seen that content, and even loyal followers who have been with you for some time may have missed or forgotten about it.

This simple option to share the content can even be automated with tools such as Edgar for Facebook or Buffer for pretty much anything.

Tools like those make it really easy to “create” content for social media with very little work.

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Another great idea is to use quotes or tips derived from the content as the social media content itself, linking back to your site. These snippets of information are often enough to arouse interest and get people clicking through.

#6 Create an Ebook

Most likely you have a lot of content in the form of articles and blog posts. Even more likely, these are focused around a central theme and niche.

Collating these together and doing a bit of editing can produce a surprisingly robust ebook.

You may wonder why this would be useful, I mean surely your visitors have read all your content before? Maybe so, but it’s surprising how people value content that has been collated into an easy to consume media type such as an ebook.

Not only that but it’s a solid option to use as a lead magnet for gathering new subscribers to your email list.

#7 Articles to Newsletter

One area of content creation that drives me crazy is for email lists. I always find it hard to create new and fresh content that’s valuable enough to keep people on my list.

Using existing content as part of your email sequence can help bulk out your sequence while still

The Bottom Line

Any site that has been around for a while is a treasure trove of great ideas and content that can be reused, repurposed and act as springboard for new content ideas.

With the above tips you should have no problem keeping that content flowing!

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