Repurposing content is the process of adapting an existing piece of content on your website and republishing it to reach a wider audience.
Repurposed content is typically converted into a new format, such as an infographic based on a blog, and distributed to other platforms.
Repurposed content may reuse all or some of the existing elements of a piece. It’s essentially recycling what is already there.
There are many benefits to repurposing content, including better optimising for ranking keywords, matching a change in searcher intent or battling the decay of older content.
All of these can help improve your organic rank, increase the level of traffic to your website and, ultimately, drive more conversions.
Save on resources
Repurposing content can help save time, and money, on valuable online marketing resources.
By looking at what has worked well and repurposing this content into different formats and distributing this information across multiple platforms, you’re saving resources on new content ideas, keyword research, etc.
A blog, for example, that has driven a lot of organic search traffic to your website, may be summarised and repurposed into an eye-catching infographic. This infographic could then be shared on social media and attract additional visitors that may not have otherwise come across your site.
Reach new audiences
By publishing across multiple platforms, you’re much more likely to get your content in front of a new audience. Some users may prefer to scroll on Instagram and engage with images, while others may prefer watching videos on YouTube or reading articles found on Google.
Each platform will have a different audience looking for different things. The trick of repurposing is to present this content in the right way to the right audience. Transform your blog into an image for Instagram, or write a blog based on the information shared in a video.
Boost your SEO
Repurposing content can have a significant impact on your SEO (search engine optimisation) performance.
Google’s search engine crawl bots favour content that meets their Quality Rater Guidelines.
These guidelines are designed to improve the experience of the searcher, by prioritising content that is written with expertise, authority and trustworthiness.
By publishing various pieces of content centred around related keywords, Google’s crawl bots will recognise you as a source of authority on the topic, which can help improve search engine rankings.
Combat Google’s Search Generative Experience
Repurposing content will help combat the rumoured affects that Google’s Search Generative Experience (SGE) will have on SEO.
This new search feature will transform the way we see search results, with AI (artificial intelligence) generated summaries of search results, known as snapshots, appearing at the top of the results page.
The snapshots will incorporate images, videos and other media to create visually appealing results.
By repurposing your written content into images and videos, or vice versa, you’re increasing your chances of ranking within this ‘snapshot’. If you’re lucky, you may even rank for all formats!
Curious to know how you could repurpose your best performing content and increase your organic rankings? Contact the friendly team at Engage Web today.
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