Hands up high if you struggle to create new content sometimes (you can’t see it, but my hand is way dafuq up in the air).
Being a blogger always comes off much more glamorous than it actually is (fun events, free shit from brands, cool parties), when in reality, bloggers need to constantly crank out creative work, forever come up with new posts and photos to fuel our readers’ appetite, eternally strategize on ways to get more eyes viewing our content. It’s a great job, but it’s also exhausting.
That’s where repurposing old content comes in to save the damn day.
Think about it – you’ve created hundreds of blog posts over the years, taken thousands of photos, and it’s all just sitting there on your site (and unless you have great SEO, likely gets pushed down and forgotten as soon as new content goes up). And it’s probably great content. Content that is still relevant. Content that maybe your current subscriber list of 30k didn’t see back when you posted it and had a list of just 10k. Content that likely took you hours and hours to create.
So why not save some time and repurpose that content in creative ways to reach new audiences, increase your SEO and give your hard work more value? It’s time to give that dusty ol’ content a new lease on life, friends, and here are 7 creative ways that you can do it…
1 Create a Weekly Feature on Insta Stories
Insta Stories changed the game for Instagram users in many ways, one of which is the ability to directly link to content outside of the app, something that’s always been a pain in the ass to do on regular posts (no one wants to direct people to the ‘link in bio’… NO. ONE.). As a blogger, this is a prime opportunity for you to drive traffic to your site – both new and old. Try doing a themed weekly series (or bi-weekly) where you can promote old content to your followers, like ’20-minute Monday dinners’ with a link to a recipe, or ‘Mid-week Motivation’ linking out to one of your most-loved workout routines.
2 Turn it into a Live session
Have a blog post that warrants a lot of discussion? Maybe a how-to or a hot topic? Turn that post into a live session either on Instagram or Facebook. I noticed that a lot of people were reaching out on Instagram daily, asking for advice on working with brands, and remembered a post I wrote two summers ago on what brands look for in bloggers. The content was still applicable and fresh, so I scheduled an Instagram Live session and just spoke to each of the points in the post. The content was new to many people in the session, and it allowed for further discussion to be had. Take some to look back through old posts and see what would make for a great Live session – if the content is already there, why not share with a new audience?
3 Integrate into your e-Newsletter
If you’re a blogger, you likely have an e-newsletter, maybe to alert readers of new posts or to simply share exciting news with your followers (if not, you need to start collecting those e-mails, friend!). But newsletters can be a bitch to write – it’s just ANOTHER piece of content that you have to create, whether it’s weekly or even monthly. Streamline that shizz and see where you can repurpose old content from your site. It can be a round-up of your favourite makeup tips shared on the blog throughout the year, or even your top 5 travel pics (with links to see more on each post). However you decide to do it, repurposing relevant old blog content into your newsletter frees up more time to create fresh, new content!
4 Include in a Content Round-up or List
Ahhhhhh – everyone loves a good list. Whether it’s ’10 Soup Recipes to Keep You Warm This Winter’ or ’16 Looks That Never Go Out of Style’, content lists are snackable, easy-to-digest and mega clickable. Take a peek back through old content and see what posts (or even just images) you can repurpose into a new blog post. If you can actually link through to the original content to read more, even better – you want people clicking around your site as much as possible, and referral links (even if internal) are great for SEO.
5 Create a Pinterest Infographic
Pinterest is a crazy traffic driver, and a platform that a lot of bloggers overlook because it’s not as sexy or profitable as Instagram. It is, however, an incredible way to keep old blog content fresh and, like Insta, is very visual. Dig into past posts and see what would make an attractive infographic – think a 5-step recipe or a 10-minute workout for killer abs. If graphic design isn’t your forte, head over to Canva and create an infographic using one of their (free!) templates.
6 Share Seasonal Content Every Year
Evergreen content is always better for your site in the long-run than timely content – a post on the newest iPhone likely won’t be searched for as soon as the next model comes out. However, you can still create seasonal content that stands the test of time. For example, I have a blog post on ways you can give back during the holiday season – even though I wrote it two years ago, the content is still relevant every time December rolls around. The same goes for summer recipes or a post on 5 ways to tie a scarf in winter – just make sure you clean it up before sharing each season, making sure there are no dead links or references that could date your story.
7 Turn it into a Downloadable freebie
Looking for an incentive for your e-mail signups? Maybe you’re trying to drive more traffic from social? Well, there’s nothing people love more than good shit for free. Try creating freebies that your readers can access from your blog and simply download for their own use. I write a ton of content on blogging, so for me it could be a downloadable PDF on ‘The Ultimate Guide to Blogging for Beginners’, simply compiling bits of relevant content from previously written posts. If you’re a food blogger, it could be a downloadable guide of top recipes from 2017, or as a photographer, your secrets to capturing the perfect sunset shot.
How do you repurpose content to make it fresh?
Have you tried any of these before?
Share your thoughts, successes and errors in the comments below!