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Maximizing ROI: Repurposing and Re-Optimizing Old Content Across Multiple Channels

Content is one of the most critical assets for any business or organization. You already know that content helps you attract, engage, and convert your audience, as well as establish your authority and credibility. Every content marketer’s goal is to maximize their return on investment. However, creating high-quality content can be challenging, time-consuming, and costly. That’s why re-purposing and re-optimizing your content is the best way to enhance its relevance.

What is Re-Purposing Content?

Repurposing content goes beyond just recreating it. It involves transforming and enhancing the content to engage with new audiences and provide added value. The objective is to improve ROI without having to create content from scratch. For instance, a webinar could be repurposed into a series of blog posts, infographics, or even a podcast episode.

What is Re-Optimizing Old Content?

Re-optimizing involves revising and updating existing content to enhance its performance. This can involve implementing SEO best practices, updating outdated information, or integrating current statistics and research. The goal is to improve the content’s visibility, drive more traffic, and increase conversions.

Benefits of Re-Purposing and Re-Optimizing Old Content

Efficient and effective re-purposing and re-optimizing of old content can help your marketing department with the following benefits:

  • Saves time and money that would have been spent trying to create new content from scratch
  • Repurposed content diversifies your reach and generates leads
  • Content re-purposing and re-optimizing improve SEO
  • Reduces content waste within your organization
  • Extend the overall audience reach and ROI of individual pieces of content

Steps to Maximize ROI through Re-Purposing and Re-Optimizing Old Content Across Multiple Channels

1. Identify High-Performing Content

To repurpose and re-optimize content efficiently, start by identifying which pieces of content have performed well in the past. These can be blog posts with high traffic, social media posts with significant engagement, or eBooks that have generated numerous leads. Such content already resonates with your audience and thus has a high chance of success when repurposed or re-optimized.

2. Determine Suitable Channels

Identify the channels where your repurposed content would perform best. These could be social media platforms, newsletters, podcasts, YouTube channels, etc. The best channel will depend on your target audience’s preferences and where they spend most of their time online.

3. Transform Content

Convert your content into different formats suitable for the identified channels. Some examples of how to transform content include:

  • Build infographics from company research and reports
  • Produce a series of blog posts from a webinar or eBook
  • Collect, share, and reshare positive customer reviews on social media
  • Revive high-performing and evergreen content
  • Cross-publish content to social media
  • Save and repost social live streams
  • Turn statistics into visual graphics for social media
  • Share high-performing content like webinars or whitepapers through email campaigns
  • Create multiple video segments from a single video production

4. Implement SEO Best Practices

Re-optimize the content by integrating SEO best practices. Update metadata, incorporate relevant keywords, and include internal and external links. Moreover, ensure that your content aligns with the latest Google algorithm updates to improve its search engine visibility.

5. Refresh with Updated Information

Ensure your content is current by updating statistics, adding recent research, and removing outdated references. This not only increases the accuracy of your content but also builds your credibility as a reliable source of information.

6. Monitor and Measure Results

Finally, monitor the performance of your repurposed and re-optimized content. Use tools like Google Analytics to track traffic, engagement, and conversions. This data will give you insights into what’s working and what’s not and will help you make informed decisions for future content strategies.

Get Help with Re-Purposing and Re-Optimizing Content at Pink Dog Digital

Interested in re-purposing and re-optimizing content but not sure where to start? Pink Dog Digital can help! Get in touch with us by filling out our online contact form or sending us an email at pinkdogdigital@gmail.com to learn more.