Do you ever get that feeling that your content is running out and there’s nothing new to write about? Well, this piece should help solve some of those problems.
The old blog posts are still relevant and can be repurposed as part of the content marketing strategy.
Below are reasons you should repurpose your old content and how it helps your content marketing strategy.
1. Help Reach New Audiences
Repurposing your blog posts is a great way to increase brand awareness, but it’s important to set clear goals and OKRs (objectives and key results) to steer your content marketing in the right direction on every platform. By taking an old post and reusing it, you can reach new readers that were not previously aware of your company or blog.
For instance, if you have a social media presence, there’s a lot you could do with old content.
For instance, some of the best growth hacking tools like Lumen5 and InVideo let you repurpose content into videos. Just enter the URL, and the software will auto-generate a short video about your post. Then, you can edit it to make it look and read better once you start sharing it with your audience.
Create as many short videos as you can and schedule them for publishing on your social media calendar. You can also set up an ad content calendar to minimize ad copy mistakes. Don’t forget to link to your old blog posts from the video so people can visit and read them.
You can also use TikTok advertising to drive more interest and engagement from your audience to your content. Just make sure that repurposed content is in line with the posts you’re making on the platform. If not, your campaign could backfire and lose followers in the process.
2. Help your brand stay relevant
If you have old content that continues to receive engagements from many visitors, doesn’t it make sense to find ways to repurpose that post?
Think about it: if you just let the post gather dust, so will readers’ interest. And because it won’t generate as much traffic as before, your brand will suffer as a result.
This is especially true if you are building a B2B content strategy, because you need to keep all your information relevant and up-to-date for potential clients and customers. You want to generate as much traffic to your site using any methods possible to get more eyeballs to your landing pages and convert them into brand advocates.
To prevent your brand from spiraling down into irrelevancy, you need to take care of your best-performing posts — no matter how old they may be — for the sake of your content marketing efforts.
“Content creation is important, but you’ve probably created a lot of content. It’s time to review what you’ve created, find your most popular content, and leverage it in new ways to extend your reach and traffic,” said Sujan Patel, co-founder of Right Inbox.
To know which old posts you must prioritize into repurposing, using Google Analytics should do the trick. It helps you identify articles that are attracting the most traffic.
If possible, use a backlink checker tool to determine which posts have the most links from authoritative sites. Usually, posts with lots of good backlinks rank on top of Google search for their target keywords.
Here’s another interesting use case for old blog content that’s related to client work:
Did your old posts attract rave reviews from readers?
You can repurpose these as part of your client proposal!
Using this proposal idea allows you to leverage comments as social proof of your ability to communicate ideas with your readers. Feature the best comments in your proposal to help strengthen your case and help you get hired faster.
If past readers think your content is helpful and valuable, you can use their comments as testimonials on your homepage. It helps shape the minds of current visitors that you genuinely have great content in store for them!
3. Provide Better Ways to Consume Your Content
Let’s face it, not everyone in your audience wants to read blog posts.
Many prefer to watch videos or consume content in bite-sized pieces. This reason should explain why your old blog post isn’t getting lots of engagement — it’s too difficult for them to process the information.
If that’s the case, you need to repurpose them into content types that people will be more than willing to look at and sit through.
First, if you have an email list, you can chop up your old posts and turn them into email content. Then, use a professional email platform to help you send out the emails as a drip campaign.
The tool will automatically send the emails to your subscribers — all you’ll have to worry about is monitoring and tweaking them to improve their performance.
You can also turn your old blog posts into infographics.
The great thing about this content type is they generate lots of engagement on social media due to how easy processing the information on infographics is for people.
Taru Bhargava, Content Marketing Manager at Genbook thoroughly agrees with the statement.
“Not everyone is interested in long-form content. That’s why at Genbook we constantly experiment with various content styles/types for maximum visibility of our content. Here’s an example of an internal insights infographic on top online booking sources being repurposed as a video and shared via Youtube, which helped us garner more engagement.”
Use tools like Canva to help you create infographics in minutes. Just pick a template, include the text from your blog post into the infographic, and change the color scheme to match your brand.
Make sure you stick to the do’s and don’ts of writing for the web when repurposing old blog posts and especially when updating them. Aside from publishing this newly created content on your site, you can use it on your guest blogging campaign to get better content publishing on their website with a link back to yours.
As a result, you can repurpose old posts into content that converts!
4. It Doesn’t Take Much Effort or Time!
Repurposing blog posts is a great way to keep up with the demand for fresh content without putting in an excessive amount of effort. Just republish your old post with a few minor changes!
You can write powerful blog posts by featuring your old posts. In the restaurant industry, for example, you can get great new restaurant blog ideas simply by analyzing and drawing inspiration from your old posts, saving time, money, and effort in the process. The same goes for all competitive, fast-paced industries where you can’t afford to over-invest in content creation.
All you need to do is develop a theme for your new post and compile your previous posts related to the topic. Next, write a short description under each post explaining why you’re featuring it in your latest article.
You can take this process further by including content from other sources, which is a form of content curation. By repurposing and curating content, you can finish writing an excellent post in a fraction of the time!
Finally, consider coming up with different ways to make money from your WordPress blog or any blog for that matter!
For instance, if you have great content lying around that your audience hasn’t seen yet, you can turn it into an ebook for sale. You can also include it as part of your paid membership site like Skillshare.
5. More Time to Focus on Scaling Your Blog
Because repurposing old content means you’re not starting from scratch, you can create content much faster and more efficiently.
As a result, instead of constantly getting burnt out from being a content writing machine, you now have the luxury of time that you can spend reviewing your blog’s performance over time!
Which posts aren’t generating the necessary traffic? How long are your visitors staying on your blog? Where is the majority of traffic coming from?
Using Google Analytics and Google Search Console, you can gain more insights into your blog and its audience. And from here, you can make the necessary changes to improve its performance over time.
Repurposing old posts helps you reach new audiences and gives your team more time to focus on writing fresh content. This helps keep your brand relevant and provides different ways of consuming the same information.
Finally, repurposing takes little effort or time! If this sounds like a strategy that could benefit your business – try it out! You won’t regret giving yourself more opportunities to expand and grow with minimal work involved.
How to Maximize Website Conversion Rates Through Mobile Optimization Strategy
If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.
Nope – the solution’s much more simple. Mobile optimization!
Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.
Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.
What is Mobile Optimization Strategy?
First things first – what is mobile optimization, exactly?
Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)
It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?
Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.
Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!
How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips
Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:
- Provide a simple, clean checkout experience
- Add on-page product recommendations
- Offer more ways to pay
- Strengthen your CTAs – and their visibility
Read on for the full scoop.
1. Provide a Simple, Clean Checkout Experience
The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.
How exactly you do this will depend on how you’ve built your website. But a few broad tips include:
2. Add On-Page Product Recommendations
Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.
The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.
On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.
3. Offer More Ways to Pay
These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’
It’s a must-have. And, along with choosing the right web hosting provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.
Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.
Your job? To ensure your customers can pay with multiple different payment methods, including:
- Mobile wallets (such as Apple Pay and Google Pay)
- Credit and debit cards
Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.
And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.
4. Strengthen Your CTAs – And Their Visibility
When it comes to maximizing conversions, compelling call-to-actions are a must.
So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:
- Start with command verbs that create excitement and engagement.?
- Cultivate a sense of urgency?
- Demonstrate the benefit to the customer if they choose to take action?
Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?
One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.
Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”
Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.
So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!
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