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A Guide With 5 Examples



A Guide With 5 Examples

Creating content is not easy; it takes work and a lot of time.

And if you’re not a full-time creator, you probably don’t have the time and resources to focus all your energy on content creation.

So, if you haven’t experimented with repurposing content yet, now is the best time to start!

And even if you have dabbled in content repurposing, here are some valuable tips on how to get the most out of your hard work.

What Are The Benefits Of Repurposing Content?

Repurposing content is essentially the practice of getting the most out of a single piece of content. There are so many different ways to make this work, and we’ll explore them further in this post.

But first, here are the biggest reasons why you should get into the habit of repurposing content.

Expand Your Reach

By repurposing content, you also diversify the ways you can reach people online. It allows you to be on different platforms, even if you don’t have a big team to support you.

And therefore, it expands your reach and allows your content to impact a bigger audience.

Save Time

Even though you’ll be creating lots of different pieces of content, you won’t be doubling up on your time doing so.

Repurposing content effectively takes time, but nowhere close to creating something from scratch.

Create Effectively

Using a content repurposing strategy, you’ll focus on the content you already know performs well and that your audience is interested in.

You’ll base your content creation strategy on real data and simply create more of what you already know works.

This eliminates the guesswork around creating engaging content and frees up your time to do other tasks, such as experimenting with other types of content!

Repurposing Helps With SEO

Repurposing content can also potentially give you an SEO boost, as you’ll likely have multiple pieces of content focused on the same target keyword.

What Strategies Should You Use To Repurpose Content?

Evergreen Content

Evergreen content is any piece of content that is not time-sensitive, so it remains relevant for a much longer period of time.

This kind of content is not specific to a time of the year or any specific news; it can be viewed or consumed at any time and still make sense.

For example, a post about a new release of a software product is not evergreen because as soon as another version is released, it loses its relevancy.

So, go through your library of content and identify the evergreen pieces you have that can be repurposed today.

If you don’t have the time to create new pieces right now, your evergreen content will be a lifesaver.

Updating Old Content

If there’s one thing we can be sure of, it’s that things are changing all the time.

Before you start creating new content, take a look at the content you already have that may need an update.

You have two options here, and you should decide what to do based on what makes the most sense for you.

  • Recreate that piece of content and republish it – it may not need a lot of tweaks, just an update based on what is relevant right now.
  • Simply update the original piece – if there is, for example, a blog post that is still doing really well on search engines, then don’t republish it. Instead, update the content keeping the same URL and SEO values, and promote it again.

Sharing Old Content

If your old content is still relevant, you can definitely keep promoting it without making any changes.

The examples below of repurposing content can totally be used for old content.

Identify Best Performing Topics

If you’ve been creating content for a while, you have valuable data to help you with this strategy.

Take a look at past posts and videos that have done better than average, and see if you can find commonalities among them.

This will help you identify the topics your audience is most interested in, so you can create more content efficiently.

Create Less, Promote More

This is a great summary of what repurposing content means; We want to spend less time creating and more time promoting.

Content creation is a ton of work, so make sure you get the most out of your content with these five examples below!

5 Examples Of Repurposing Content

1. Turning Videos Into Blog Posts

Long-form videos are the most effective piece of content to be repurposed. Not only that, but video content is one of the most effective types of content.

A long-form video can easily be turned into a blog post in a few easy steps:

  • Transcribe your video.
  • Do keyword research on the topic.
  • Format the transcription – this part is really important. You don’t want to simply copy/paste the transcription and post it as a blog. Transcriptions always have some mistakes, and the way we talk doesn’t always work in a written format. Make sure you rewrite any part that reads weirdly, and you can also add more to the blog as you’re doing that.
  • Identify places where you can fit keywords naturally. And again, feel free to add more to the blog than you had on the video.
  • Add headings, lists, and images – the same blog posting rules apply here, make sure it’s easy to read.

And there you go: your video just became an SEO-optimized blog post in a fraction of the time.

2. Turning Long-form Videos Into Short Clips

Your long video can become several short clips that you can turn into YouTube Shorts, Reels, TikToks, Stories, and maybe even paid ads.

You should always resize them so they’re optimized for each platform.

3. Turning Blog Posts Into Infographics

Now that you have your brand new blog post, why not turn it into an infographic?

Infographics are great for people who prefer visual learning, and it’s an effective way to summarize your post. You can add that to the blog and also turn it into social media posts.

4. Turning Blog Posts Into Social Posts

Now we can break it up even more and turn the blog post into multiple pieces of social content. These can be:

  • How to’s.
  • “Top X” listicles.
  • Quotes.
  • Infographics.

It’s a great opportunity to expand on a particular topic and make that the main focus.

This way, you create pieces of content that are different enough from one another but still repurposed from this one main video you created.

5. Turning Blog Posts Into Emails

The main takeaways from your blog post can also become interesting emails. Depending on how much information you shared in the post, you may be able to pull two or three emails from the post.

Another example using this very article –here are some email topics that could come from this:

  • Email 1 – Why you should start repurposing content.
  • Email 2 – Strategies you can use to repurpose content.
  • Email 3 – Five examples of content repurposing.

How Can I Make Repurposed Content More Engaging?

There are different ways you can make your content more engaging, but rule number one of repurposing content is that you should never simply copy and paste.

Make sure that each new piece of content you create is optimized for the platform you’ll be using it on.

Some pieces of content will need more tweaking than others; at other times, you might barely have to change anything for it to work!

It’s 100% worth it to take the time to make the necessary changes – I promise, it will still save you a ton of time.

More resources:

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Google Quietly Ends Covid-Era Rich Results




Google Quietly Ends Covid-Era Rich Results

Google removed the Covid-era structured data associated with the Home Activities rich results that allowed online events to be surfaced in search since August 2020, publishing a mention of the removal in the search documentation changelog.

Home Activities Rich Results

The structured data for the Home Activities rich results allowed providers of online livestreams, pre-recorded events and online events to be findable in Google Search.

The original documentation has been completely removed from the Google Search Central webpages and now redirects to a changelog notation that explains that the Home Activity rich results is no longer available for display.

The original purpose was to allow people to discover things to do from home while in quarantine, particularly online classes and events. Google’s rich results surfaced details of how to watch, description of the activities and registration information.

Providers of online events were required to use Event or Video structured data. Publishers and businesses who have this kind of structured data should be aware that this kind of rich result is no longer surfaced but it’s not necessary to remove the structured data if it’s a burden, it’s not going to hurt anything to publish structured data that isn’t used for rich results.

The changelog for Google’s official documentation explains:

“Removing home activity documentation
What: Removed documentation on home activity structured data.

Why: The home activity feature no longer appears in Google Search results.”

Read more about Google’s Home Activities rich results:

Google Announces Home Activities Rich Results

Read the Wayback Machine’s archive of Google’s original announcement from 2020:

Home activities

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Google’s Gary Illyes: Lastmod Signal Is Binary




Google's Gary Illyes: Lastmod Signal Is Binary

In a recent LinkedIn discussion, Gary Illyes, Analyst at Google, revealed that the search engine takes a binary approach when assessing a website’s lastmod signal from sitemaps.

The revelation came as Illyes encouraged website owners to upgrade to WordPress 6.5, which now natively supports the lastmod element in sitemaps.

When Mark Williams-Cook asked if Google has a “reputation system” to gauge how much to trust a site’s reported lastmod dates, Illyes stated, “It’s binary: we either trust it or we don’t.”

No Shades Of Gray For Lastmod

The lastmod tag indicates the date of the most recent significant update to a webpage, helping search engines prioritize crawling and indexing.

Illyes’ response suggests Google doesn’t factor in a website’s history or gradually build trust in the lastmod values being reported.

Google either accepts the lastmod dates provided in a site’s sitemap as accurate, or it disregards them.

This binary approach reinforces the need to implement the lastmod tag correctly and only specify dates when making meaningful changes.

Illyes commends the WordPress developer community for their work on version 6.5, which automatically populates the lastmod field without extra configuration.

Accurate Lastmod Essential For Crawl Prioritization

While convenient for WordPress users, the native lastmod support is only beneficial if Google trusts you’re using it correctly.

Inaccurate lastmod tags could lead to Google ignoring the signal when scheduling crawls.

With Illyes confirming Google’s stance, it shows there’s no room for error when using this tag.

Why SEJ Cares

Understanding how Google acts on lastmod can help ensure Google displays new publish dates in search results when you update your content.

It’s an all-or-nothing situation – if the dates are deemed untrustworthy, the signal could be disregarded sitewide.

With the information revealed by Illyes, you can ensure your implementation follows best practices to the letter.

Featured Image: Danishch/Shutterstock

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How to Persuade Your Boss to Send You to Ahrefs Evolve



How to Persuade Your Boss to Send You to Ahrefs Evolve

There’s one thing standing between you and several days of SEO, socializing, and Singaporean sunshine: your boss (and their Q4 budget 😅).

But don’t worry—we’ve got your back. Here are 5 arguments (and an example message) you can use to persuade your boss to send you to Ahrefs Evolve.

About Ahrefs Evolve

  • 2 days in sunny Singapore (Oct 24–25)
  • 500 digital marketing enthusiasts
  • 18 top speakers from around the world

Learn more and buy tickets.

SEO is changing at a breakneck pace. Between AI Overviews, Google’s rolling update schedule, their huge API leak, and all the documents released during their antitrust trial, it’s hard to keep up. What works in SEO today?

You could watch a YouTube video or two, maybe even attend an hour-long webinar. Or, much more effective: you could spend two full days learning from a panel of 18 international SEO experts, discussing your takeaways live with other attendees.

How to Persuade Your Boss to Send You to AhrefsHow to Persuade Your Boss to Send You to Ahrefs
Evolve speakers from around the world.

Our world-class speakers are tackling the hardest problems and best opportunities in SEO today. The talk agenda covers topics like:

  • Responding to AI Overviews: Amanda King will teach you how to respond to AI Overviews, Google Gemini, and other AI search functions.
  • Surviving (and thriving) Google’s algo updates: Lily Ray will talk through Google’s recent updates, and share data-driven recommendations for what’s working in search today.
  • Planning for the future of SEO: Bernard Huang will talk through the failures of AI content and the path to better results.

(And attendees will get video recordings of each session, so you can share the knowledge with your teammates too.)

View the full talk agenda here.

There’s no substitute for meeting with influencers, peers, and partners in real life. 

Conferences create serendipity: chance encounters and conversations that can have a huge positive impact on you and your business. By way of example, these are some of the real benefits that have come my way from attending conferences:

  • Conversations that lead to new customers for our business,
  • Invitations to speak at events,
  • New business partnerships and co-marketing opportunities, and
  • Meeting people that we went on to hire.

There’s a “halo” effect that lingers long after the event is over: the people you meet will remember you for longer, think more highly of you, and be more likely to help you out, should you ask.

(And let’s not forget: there’s a lot of information, particularly in SEO, that only gets shared in person.)

The “international” part of Evolve matters too. Evolve is a different crowd to your local run-of-the-mill conference. It’s a chance to meet with people from markets you wouldn’t normally meet—from Australia to Indonesia and beyond.

How to Persuade Your Boss to Send You to AhrefsHow to Persuade Your Boss to Send You to Ahrefs
Evolve attendees by home country.

If you’re an Ahrefs customer (thank you!), you’ll learn tons of tips, tricks and workflow improvements from attending Evolve. You’ll have opportunities to:

  • Attend talks from the Ahrefs team, showcasing advanced features and strategies that you can use in your own business.
  • Pick our brains at the Ahrefs booth, where we’ll offer informal 1:1 coaching sessions and previews of up-coming releases (like our new content optimization tool 🤫).
  • Join dedicated Ahrefs training workshops, hosted by the Ahrefs team and Ahrefs power users (tickets for these workshops will sold separately).

As a manager myself, there are two questions I need answered when approving expenses:

  • Is this a reasonable cost?
  • Will we see a return on this investment?

To answer those questions: early bird tickets for Evolve start at $570. For context, “super early bird” tickets for MozCon (another popular SEO conference) this year were almost twice as much: $999.

There’s a lot included in the ticket price too:

  • World-class international speakers,
  • 5-star hotel venue,
  • 5-star hotel food (two tea breaks with snacks & lunch),
  • Networking afterparty, and
  • Full talk recordings to later share with your team.

SEO is a crucial growth channel for most businesses. If you can improve your company’s SEO performance after attending Evolve (and we think you will), you’ll very easily see a positive return on the investment.

Traveling to tropical Singapore (and eating tons of satay) is great for you, but it’s also great for your team. Attending Evolve is a chance to break with routine, reignite your passion for marketing, and come back to your job reinvigorated.

This would be true for any international conference, but it goes double for Singapore. It’s a truly unique place: an ultra-safe, high-tech city that brings together dozens of different cultures.

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Little India in Singapore

You’ll discover different beliefs, working practices, and ways of business—and if you’re anything like me, come back a richer, wiser person for the experience.

If you’re nervous about pitching your boss on attending Evolve, remember: the worst that can happen is a polite “not this time”, and you’ll find yourself in the same position you are now.

So here goes: take this message template, tweak it to your liking, and send it to your boss over email or Slack… and I’ll see you in Singapore 😉

Email template

Hi [your boss’ name],

Our SEO tool provider, Ahrefs, is holding an SEO and digital marketing conference in Singapore in October. I’d like to attend, and I think it’s in the company’s interest:

  • The talks will help us respond to all the changes happening in SEO today. I’m particularly interested in the talks about AI and recent Google updates. 
  • I can network with my peers. I can discover what’s working at other companies, and explore opportunities for partnerships and co-marketing.
  • I can learn how we can use Ahrefs better across the organization.
  • I’ll come back reinvigorated with new ideas and motivation, and I can share my top takeaways and talk recordings with my team after the event.

Early bird tickets are $570. Given how important SEO is to the growth of our business, I think we’ll easily see a return from the spend.

Can we set up time to chat in more detail? Thanks!

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