6 Ways to Use Old Content
Expertise, International, Fast
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Using "old content" does not have the same professional ring to it as "repurposing content," but the bigger clarification to make is whether content should be used again. Let's look at six ways to repurpose content.
1. Re-Publish with a New Channel or Format.
Marketing software company SEMrush hosts engaging Twitter Chats surrounding the many aspects of SEO. Not only does the company benefit from the real-time interaction on Twitter, but they are also able to compile the insights provided into blogs and graphics.
Whether it's a Facebook Live video, a company conference or a webinar, if an enterprise has participated on one channel, there is always a smart and strategic way to recap it in another format or for another channel.
2. Create an Editorial Calendar
While not exactly "old content," creating an editorial calendar allows content marketers to recall what they have previously published, analyze how it performed and add material to their new calendar that is more likely to be a success. They do not need to "reinvent the wheel" with new content as many topics require a weekly, monthly or yearly revisit.
3. Use Your CMS, Analytics Platform or Social Media Tool
As Web professionals, we want to make data-driven decisions, but content is often created in the spur of the moment out of necessity to publish. Inspiration doesn't always strike though, so it is good practice to regularly consult the metrics found within a content management system, analytics platform or social media management tool.
4. Say It in a Video
While similar to point number one, videos are a terrific way of repurposing content. If an enterprise has willing participants, almost any content can be discussed in a video.
▪ A whitepaper author discussing his takeaways from the research
▪ A CEO commenting on her company's recent webinar
▪ A designer sharing how she created a popular infographic
▪ A sales manager recapping his favourite blogs of the year
5. Encourage Curation
While not every company will be willing to link to another company's content on their website or share it on their social media channels, many are looking to curate quality content for their audiences. By reaching out to like-minded enterprises, content marketers can get more exposure for their "old" content. What's more, the other company may be interested in collaborating for a new piece with a new angle.
6. Gather Alternative Reviews or Reactions
While content marketers must be aware of an audience's differing opinions on a subject matter, they do not necessarily have to take them into account in their content. One way to repurpose content and still get opposing perspectives is to gather alternative reviews or reactions to a whitepaper, article, webinar, video, presentation or e-book and share it with the same audience. Not only does the content marketer get a fresh piece of content sure to engage those with opposing views, but they also tell a story more fairly and can link back to each of the opposing views.