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Why You Should Be Recycling Content

Creating new and better content is always a great goal, but sometimes, you should be recycling content. Recycled content costs less to repurpose since you already have the articles or posts written and ready to go. The keys are to time it right, not bombarding people with repeat content day after day, and to update content as needed. Here are some of the top reasons you should be recycling content on your blog, your social media accounts and your website.

Recycling Content

Cody

Textbroker Marketing and Communications

The goal of content marketing is to provide people with a variety of content that puts you in a position of authority within your field. By providing relevant information, offering help and sharing interesting stories or graphics, your business can convert leads and gain a bigger and more influential online presence.

Creating new and better content is always a great goal, but sometimes, you should be recycling content. Recycled content costs less to repurpose since you already have the articles or posts written and ready to go. The keys are to time it right, not bombarding people with repeat content day after day, and to update content as needed. Here are some of the top reasons you should be recycling content on your blog, your social media accounts and your website.

Recycling Content on Social Media

One of the simplest and most effective ways to recycle your content is to repost and reshare that content on social media. If you’re only linking articles once on Facebook or Instagram, then you’re not getting as much as you can out of that content. Aim to share the content you create at least twice, if not more, within the first 48 hours. Just don’t share it in exactly the same way. To promote one article, you could include a brief summary. The next time you promote it, pull out a quote from the article to change the presentation. Only a small percentage of your social media followers will see your posts and then click through to your content, so sharing more than once increases your total reach.

Redistribute Date-Specific Content Annually

Many websites create content that is for a certain date or a specific event. You might write a post every year about a big industry trade convention, or you may put up a post about a holiday like Christmas. If you have a date-specific post, reshare it on an annual basis. If necessary, you can update the post so that it is more current. Be sure to schedule this onto your publishing calendar in advance because it is easy to lose track of older content.

Update Dated Content for a Fresh Take on the Topic

Your content can be changed. This is something that too few entrepreneurs and bloggers realize, but it can be instrumental in getting more value and use out of your content. If you write a blog post about marketing practices on Facebook, but the content is two years old, then the practices will have changed. Rather than letting that content become less and less relevant, take another look and edit it. A few tweaks and updates can make it practical for today’s readers, and it allows you to have seemingly brand-new content for minimal cost and effort.

Aim to Create Evergreen Content That Can Stay Relevant for Years

One way to recycle more content is to create pieces that can be read for years to come. Evergreen content is writing that isn’t dated, and it can be helpful for readers for an extended period of time. Instead of creating a summer fashion list for 2018, for example, you could write about timeless summer fashions with no included dates. This allows you to have content that stays relevant year after year. It also means that you won’t have much tweaking to do if you want to recycle the content and share it a year from now.

Publish Past Guest Posts on Your Own Blog

If you’re already trying out a range of content promotion methods, then you may have several guest posts written for other blogs. Writing guest posts is a great way to expand your audience, but you can also bring some of that content back to your own website. Make sure you inform the owner of the website on which your guest post was originally featured, but if enough time has gone by, it is usually fine. You might mention that the content was originally a guest post, but it can be reformatted for your own blog or website.

Repurpose Written Content in a New Medium

Recycling content is about a lot more than just sharing posts to social media again and again. It can also be about repurposing existing content into a new format and then redistributing it. If you have a popular blog post about how to attract new customers, consider turning it into a short video. You’ve already got the research and the script, after all. You can also turn a research paper into an infographic or take a long white paper and create a bulleted summary to make it easier to read. All these reformatting tips can help your content stretch further.

Consider Publishing an E-Book

Sometimes, recycled content can look completely different from its original version. Your business, for example, might have a blog series on how to start a new company. These 10 or 15 articles are probably already loosely linked together, so why not officially bring them together into an e-book? This requires some formatting, but all the content will already be there. You can offer the e-book to your audience at no cost, or you can exchange it for contact information and new leads.

If you’re already spending time and money on content creation, get the most out of your investment by recycling content. With so many ways to repurpose content, it is easy to keep readers interested and engaged every step of the way.


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