Marketers are under increasing pressure to produce content that speaks about their brand and keeps their audience interested. But as readers expect more and more, it can be hard to keep up with the demand.
So what should you do when you’re short on resources or short on ideas? Easy: recycle and repurpose what you’ve already got. There are plenty of ways to get extra mileage out of existing content and keep your audience listening – and most require very little effort. Here are 7 quick ways to reuse your old blog posts and articles:
1. Start compiling lists
The good thing about good advice is that it never gets old. Sum up the key points from an old article or white paper and turn them into an easily digestible list – perfect for sharing on social media. You might need to freshen up the context a little bit or rewrite a few lines to fit the structure, but do that and you’ve a got a fresh, snackable piece of content on your hands.
2. Visualise old data as infographics
Who doesn’t love infographics? They’re fun, creative and massively popular on social media. Revisit your old blog posts or white papers, pull out any interesting stats about a particular theme and try interpreting them visually. But don’t forget the copywriting. Data is often useless without context, so remember to write a few words explaining what each stat means. And don’t worry if you haven’t got a designer on hand – tools like Piktochart.com and Easel.ly make it easy to hit the ground running with ready-to-use themes and templates.
3. Add insightful quotes and images to social
Did you know that 93% of the most engaging posts on Facebook are photos? Guess it’s true that a picture speaks a thousand words. One simple way to make blogs and articles go further on social media is to use key quotes from them as images – perfect for Facebook, Twitter, and image-driven networks like Instagram and Pinterest. Canva.com and Recitethis.com are just two of the free tools you can use to get started today. Oh, and don’t forget to include your source article’s URL in the image description to drive traffic back to your site.
4. Turn old blog posts into a whitepaper
Are there specific themes you tend to write a lot about? Try stitching them together to create a new whitepaper or ebook. Add an introduction, some images, and a few charts and tables to produce an authoritative document to host on your website, share with email subscribers, or even mail out to your clients.
5. Share feedback from thought leaders/clients
Sent out any newsletters or articles to clients or thought leaders recently? Follow up with a couple of quick questions and collate these responses in a new blog post. Drop them an email, give them a call, or even tweet them to get their thoughts. How are your followers reacting to changes in your industry? What would they like to see next? Your audience will be interested to hear the opinions of people just like them and all you need to do is ask them. Remember to give yourself enough time, though. It might take up to a few weeks to collect enough content for a story.
6. Update predictions and forecasts
Did you make any predictions at the start of the year? Or maybe you wrote a ‘State of the Industry’ article this time last year? Either way, look back at your old posts and think about how you can update them to reflect changes in your industry. What did you get right? What new challenges came along and surprised everyone? Simple updates can breathe fresh life into old topics, and audiences always appreciate being kept up to speed.
7. Rewrite and reframe old blogs
Sometimes, old blog posts need very little tweaking to feel like they were written yesterday. Spruce up old work with light rewrites, a new headline and an introductory paragraph relevant to what’s happening in the world right now. Got an article full of universal management advice? Repurpose it around a major sports tournament by mentioning the competition’s best coaches in your opening paragraph. Found an old blog post full of great storytelling ideas? Tweak it to reference the latest blockbuster movie everyone’s talking about.