In part one of our content redirection miniseries, we looked at what content redirection is, and how to select content to reuse. In the second part, we think about How? ‘Or’ What to reuse content.
As with any content you write, the first question should always be why. Why are you redirecting this particular content? Because that will dictate how you go about it. For example, how you decide to recycle content that is performing well but has the potential to reach a wider audience would be very different from how you reuse content that has real value but may have missed out. the target for some reason the first time.
When you’re clear on what you’re looking to achieve, there are several ways to breathe new life into your content:
One of the easiest ways to reuse content is to take existing copy and assess what needs to change for it to be relevant today. This can be from a commercial, industrial or even broader point of view.
For example, your business may offer additional products or services beyond the original creation of this content, or your business purpose or messaging may have evolved and need to be reflected in your language.
Or the changes could be more related to your audience. Have their priorities changed? What challenges do they face today that they may not have had back then?
Don’t stop at actual copy either, if you work in a particularly visual industry, consider whether your images need updating as well.
This type of approach works best for content that you know is strong and worth re-evaluating. In particular, it makes sense to look at content that has historically performed well but may have slowed down in recent months.
Render more in depth
Again, this works best with content that was doing well, but it can also be useful for articles that you’re convinced are solid, but are perhaps outranked by slightly meatier elements in the SERPs.
I’m never a big fan of writing more words for fun. Word count is the work of the devil, but it’s definitely worth considering what other subtopics you could cover that would add value to the content and be genuinely helpful to your audience.
Watching what other companies write can inspire you, and keyword research tools can give you suggestions on related topics. Other tools and resources like Answer The Public and the Google People Also Ask feature are also great for anticipating people follow-up questions.
Optimize (or re-optimize)
The content that gets the most traffic isn’t always the most insightful or best-written content. While Google tries to reward good quality content, it’s not uncommon to see content that struggled to get the recognition it deserved on the first try due to issues (partially) beyond your control.
If the original content wasn’t optimized well, or if it was optimized around a keyword that’s just too competitive, or isn’t quite right for your audience, it may he missed the people who will benefit the most.
Take the time to think about who would search and why, and look at what is already ranking for those phrases, then consider whether you need to re-optimize your content for slightly different keywords.
It’s also worth reviewing your meta content. If a large percentage of your traffic comes from organic search, it doesn’t matter how amazing your content is if no one clicks on it, so if your title and description aren’t compelling, then rewriting them could be a quick win. .
Consider different formats
This is perhaps the most obvious way to reformat your content.
If your content has performed well and you’ve put a lot of time, effort, and research into it, it makes sense to get the most out of it. If it’s currently a guide that’s on your website, why not turn it into an email as well and create social posts from it. For key topics, why not even create a webinar series?
If you have a large white paper with research, create a stats infographic, share individual stats, or write a summary blog post.
For content that may not have performed as well as you hoped, consider how your audience consumes the content. If they tend to prefer easy-to-digest content to long texts, why not create short videos on the same topic instead? It’s also a good idea to review the format of some of your most successful content and see which templates work best for you.
think about the moment
Sometimes the success or failure of content is determined by something as simple as bad timing. Perhaps it was launched on a Friday afternoon and slipped onto the net, or you tried to reach out during the summer holidays and received too many responses from away from the desk to get real traction. News from other big players in your market that coincided with your content may also have affected your performance, so sometimes it’s worth sharing again at another time to test the waters.
When you’re done writing and promoting a piece of content, it’s easy to forget about it and move on to the next one, but taking the time to go back to older content and see how it might serve you better now can. be very effective. way to boost traffic and engagement.