As a marketer, you know the importance of keeping your website’s content fresh and up-to-date. But what about your old, dated content? Should you get rid of it? Not so fast. There are actually several ways you can repurpose it to drive SEO rankings.
First, audit your existing content to identify candidates for repurposing. Look for opportunities to update existing content with new information and media, consolidate articles, and optimise for your latest target keywords list.
Next, add repurposed content to your editorial calendar. Take pieces of older content, break them up into updated pieces, and publish them at a regular cadence. This signals to search engines that you have a steady flow of relevant and authoritative content.
Consider getting more out of your high-performing content by repurposing it into smaller digestible formats and media, such as infographics or short videos. This is a sneaky way to create a cluster of content that targets and ranks for a broader pool of related keywords and captures more organic traffic as a result.
You can also publish your blog content on Medium or LinkedIn. Republishing your content on these platforms with a canonical link back to the original post can expand its reach onto channels with established audiences.
Finally, keep your cornerstone content pieces on point. Revisit and refresh this content from time to time, making sure it’s free of errors and that all links are working. Look for opportunities to update it with new information or research, or to add links to new content of your own that has been published since the article in question first went live.
Cleaning the house is also essential. You can get rid of content that’s bad, inaccurate, old, or unable to be updated to align with your current direction. This can help prevent irrelevant or outdated content from reflecting poorly on your brand and reveal candidates for updating or repurposing to which you can apply the previous strategies.
By repurposing your old content, you can breathe new life into it and drive SEO rankings at the same time.