How to Repurpose Your Old Content to Drive More Traffic
You may have blog posts lying around for years, the kind of blog posts that attracted lots of traffic but have failed to sustain the high volume of visitors over time.
You may have other posts that you feel make up some of the best content you have ever produced, only to not attract the amount of traffic you expected.
These kinds of posts are prevalent among most blogs and are mostly buried in the archive section, their promise of delivering you great traffic forgotten.
However, what if you had the choice of unleashing the potential of your old content – would you take it?
In this post, you will learn:
- The definition of content repurposing and the reasons why you should repurpose your old posts
- An example that shows how useful content repurposing is in driving more traffic to your site or blog
- Learn how to create images, infographics, videos, and audio content even if you do not have experience in using these
What is content repurposing? (and why the heck should you care)
Content repurposing is the ability to convert your content into different formats.
For example, your written blog post can be repurposed into an image, video, or audio file.
The main reason why you should repurpose your content is to reimagine your old content into a refreshing new format that your audience will like
The option to repurpose your content comes from the fact that written content may not be the best way to deliver information to your readers.
Studies made about visual content prove that it has become one of the most efficient ways to engage your audience. Also, photographs, infographics, and videos help in retaining information in the minds of your readers much faster.
Audio content is another way to engage your audience by entertaining them . According to Statistics, 22% of people use their smartphones to stream and download podcasts and audio files online.
A concrete example of content repurposing that attests to the studies above can be seen on Digital Marketing Philippines’ posts about visual content.
The site published a post about visual content marketing campaigns which received lots of love on social media.
However, it repurposed the post into an infographic, which contains almost the same information as found in the original text, which led to an increase of more than 80% in shares across social media.
The data speaks for itself: repurposing your old content into an infographic, video, or audio often leads to a significantly higher rate of shares , which is results in an increase in traffic!
I know what you are probably thinking:
I don’t have the skills to design infographics, edit videos, and podcasts. I do not think I can do this!
In this post, you will learn the best tools that will quickly help you convert old blog posts into different formats to boost your traffic without any technical experience.
Old Content > Image
If your old posts do not feature images, then it is high time that you create one for each.
Even if you have zero design skills, tools like PicMonkey and Canva allow you to create high-quality images by dragging and dropping different elements onto the image.
The intuitive interface makes it easy for non-designers to get in touch with their creative side in just a few clicks.
Featuring this type of image on your site will help your old post to attract more shares on social media, especially on Pinterest and other image-sharing sites.
If you do not have a budget to purchase stock photo images, there are several free resources, including Unsplash, which has a range of high-resolution photos, or Pixabay, which providesimages and videos that can be used and distributed freely.
However, free stock photo sites usually limit the number of images that you can download.
These resources allow you to:
Download free, beautiful stock photos that you can modify and edit as you wish.
Include your branding on the featured image so users will associate the visual content with your site.
Aside from featured images, you can feature quotes in the picture that readers can share on social media. Pablo by Buffer is a tool dedicated to turning tweetable quotes in your post into images.
Old Content > Infographic
Designing infographics can be done using a number of free tools.
Canva is fairly easy to navigate to, as it uses the same drag and drop feature that powers PicMonkey.
The great thing about Canva is the premade designs to choose from and help you create infographics fast.
Edit the elements from the chosen design template to fit your message.
Infographics are much more complicated to create compared to images. By nature, infographics predominantly feature charts and graphics to visualize stats and figures. Therefore, they will require research to find data related to your old content.
Cite the resources used to create your infographic. You need to validate your infographic by showing that the figures you featured on the visual content came from reliable online sources.
Include the link to your old post within the infographic so people can find more information about the topic.
Old content > Video
Creating a video can be very time consuming as it requires the right editing software and skills to publish a video that will be appealing to your audience.
An easy way to manually turn your old content into videos for free is by recording a video on Screencast-O-Matic.
The tool lets you record your screen to recreate your old how-to content into video format. You can also record from your webcam if you want to present your old content in a more personal manner.
Screencast-O-Matic is a free tool that lets you record up to 15 minutes of video that you can publish straight on Youtube or download as a video file. There is a pro version of the tool for $15 per year that removes watermarks, allows you to record longer videos, and features a robust editing tool, among other features.
However, instead of going through arduous tasks to plan for everything, you can speed up the process of create videos from your old content using Article Video Robot.
By entering the URL of your existing content and choosing the images that will be featured in the video, your written post will be repurposed into a video that you can upload to Youtube and share on social media within minutes.
This is a monthly paid tool with a free trial. There are limitations with the tool, such as few video templates and voiceovers to choose from. However, for the sheer purpose of repurposing your content, this tool does is fast and effective.
Power tip: If you plan on manually repurposing your content into video, you may want to consider summarizing your old content for your video to make it more palatable to your viewing audience.
Old Content > Audio
If you want a simple and straightforward approach to repurposing content into audio, try Audacity, which can be used to record and edit sound.
If you want to record your voice for the audio content, make sure that you are recording in a quiet room, so no other sound gets picked up from the recording. You also need to consider using a good mic to ensure the clarity of your voice once recorded. Before recording, practice your script out loud to avoid mistakes and retakes.
If you decide not to record your voice for the audio content, you can use free text to speech tools to take care of talking on the audio file. However, the problem with free speech tools is that they sound unnatural.
By using a tool like NaturalReaders, you eliminate the robotic sound by applying the natural-sounding voices in the tool. Once the text is converted, you can download the speech into different audio formats that can be used on Audacity to create your repurposed audio file.
You may also want to use royalty free music for music and sound effects that you can use on the audio file. Bensound also features music that can be downloaded for use without encountering any copyright issues.
BONUS: Old post > E-book
You may have old content that covers a single topic spanning numerous articles. If so, you can convert all those posts into a single e-book using Beacon. This awesome tool lets you repurpose old posts into a beautiful e-books in a matter of seconds.
Upon registering, you are given the choice of creating an e-book from old posts or starting from scratch. If you choose the former, you will be asked to make a choice between WordPress or Hubspot as your blogging platform. For WordPress users, you can download the plugin from the page or by going to your dashboard and downloading it from there.
Choose the posts you want to include in your e-book and use any of the professional pre-designed themes as your cover.
Once you have edited the content, layout, colors, and font, you can now generate the e-book. It is that easy!
So I have repurposed my content. Now what?!
Since the main idea of this post is to use content repurposing for traffic generation, here are ideas that you should try in order to make good use of the repurposed content:
Share on social media – Visual content receives more shares than plain written content, so be sure to incude your main images when sharing on social media. Since you included the link to the old content on your images and infographics, there is a chance that people will visit your post, thus generating more site traffic in the process.
Opt-in bribes – If you are building an email list, you can bribe your readers into signing up by offering the repurposed content in exchange for their details. Depending on the email marketing platform you are using, you can set up a list that allows you to automatically send a link to the repurposed content on your site immediately after they sign up.
Content upgrades – Similar to opt-in bribes, content upgrades are effective ways to increase your conversion rate, as seen in this case study by Brian Dean. Offer your repurposed content as content upgrades within the old content so you can turn them into lead generating machines.
Content repurposing offers a smart way to get the most ROI from your old content because it allows you to recreate your old posts into different formats for the benefit of your audience. By repurposing your content into different forms, you can widen the net by attracting people who prefer content presented in a more visual and dynamic way, as opposed to just written posts.
The tips above should provide you with some ideas on how to approach your content repurposing strategy for the purpose of increasing your site traffic and user engagement.