When marketers first wised up to the crucial link between content and better search rankings, everyone was trying to create as many new pages to fill their site and share on social media as they possibly could. Unsurprisingly, this lead to the publication of a lot of not-so-great content.
The good news is; you don’t have to produce streams of new content to rank well in the SERPs and reach your guests. You just have to understand how to get more out of the content you already have by repurposing it in a new way. So how do you do it?
Rework What You Already Have
Most of you will have a blog, or should have, and it’s a treasure trove of great content just waiting to be repurposed. Here’s a few ways to get more from that blog post…
- Pick out the most interesting facts or thoughts and incorporate it into your social media content (Facebook updates etc)
- Use it as part of an email marketing campaign
- Create a FAQ page to answer common guest questions by piecing together blog content about your property and services
- Use previous blog posts to inspire video content
- Group similar content and create a guide-like post. Pull together content on a similar theme to produce a useful, comprehensive guide on a popular subject in next to no time – all you need to do is write the introduction.
To maximise the benefit of all this repurposing, you can use Google Trends to make sure that the subjects covered in your blogs are something that your audience are actively searching for.
Recycle For Social Media
It’s true that your posts on social media need to be unique if you want to keep your guests engaged – but that doesn’t mean you always have to link to unique content. By only sharing your content with your audience once, you’re cutting its lifespan unnecessarily short.
Try playing around with several different posts with different messaging all linking to the same blog post. For example, if I were to create multiple Facebook posts for this blog, my messaging options could be:
- Simple Ways to Get More From Your Content Campaign, Without Creating More Content
- 3 Quick Ways to Recycle Your Content
- Content Creation The Easy Way: How To Make Old Blog Posts Work Harder For You
You can schedule these posts throughout the week or month, depending on your blogging routine.
A month or so later, don’t be afraid to revisit any blog posts that are still relevant and incorporate them back into your social media content. Your guests won’t care when the content was written if they enjoy reading it.
Create Drip Campaigns
Your existing content provides a wealth of material ideal for putting to good use as part of a drip campaign – an automated email process that involves sending pieces of content to your prospective guests to guide them smoothly through the booking funnel.
Use your site analytics to identify some of your property’s best performing blog posts, then out of these, select short and easy to digest posts as a first touch. From here, you can send out other material you probably already have stashed away in your content arsenal.
The golden rule to remember when it comes to reworking or recycling content is to avoid simply regurgitating the same material over and over again. Each time you reuse a particular piece of content, you should be adding something new to make it unique for each platform. That way, you’ll get plenty of mileage out of everything you create, while keeping your audience engaged and eager for more.
Have you tried recycling your existing content? Let us know in the comments below!