If you’ve built up an archive of evergreen linkable content that you’ve just posted once and left to gather e-dust, you’re doing it wrong. Repurposing your articles, videos, podcasts, eBooks, and other content helps you to reach new audiences, improve your site’s SEO for having multiple pieces on the same topic, and reinforces your reputation as an authority for being an excellent online resource. It’s like recycling newspapers, junk mail, and old phonebooks- you can’t over-recycle good paper!
Identify Your Most Sharable Content
Begin by compiling a list of your most popular content, and ask yourself if your audience would be able to appreciate it a few years from now. If so, you’ve found something worth recycling! If a piece of content feels obsolete or out-of-date, it’s likely served its purpose, so leave it behind and focus your efforts on gathering linkable content that viewers could easily use as reference material. The more factual and helpful the content is, the more recyclable it is!
Repost Content To New Online Communities
The quickest and easiest way to repurpose content is to host it on new platforms so you can cast an even larger net to reel in additional viewers. For example, if you’re used to sharing videos on YouTube, start uploading the most valuable videos in your library to places like Vimeo or Dailymotion. Publish eBooks to multiple platforms, such as Amazon, Nook Press, and Gumroad. Upload podcasts wherever you can; just because your core fans already know to listen to your regular podcast on iTunes, you’re missing out if you don’t repost it for the hordes of listeners who prefer Google Play, SoundCloud, and Stitcher. Be on the lookout for alternate platforms to host your material, as you never know which community will be the one to give your content its second wind!
Recycling Content Into Fresh New Formats
Reposting your acclaimed content is wonderful for a while, but if you really want to get the most out of the evergreen material that you’ve created, you’ll want to do some creative recycling to get it in front of even more people. For instance, if you’ve written a well-referenced blog post that contains a ton of quality material, consider adapting that content into an easy to digest infographic, condensing it into a SlideShare presentation, or crafting a video that reiterates your information and finer points. Once you’ve recycled your original content into a brand-new format, share it across all of your social media platforms, and don’t forget about the alternate websites that you’ve researched in the previous step!
Focus On Future Evergreen Content
It’s never too late to begin creating content that will be valuable in the months and years to come, especially if you don’t have the “archive of content” that I mentioned earlier! There are many kinds of evergreen content that will retain its value, and I recommend reading “Understanding Linkable & Sharable Content: The Best of Both Worlds” if you’d like to get started curating your own linkable content to repurpose and recycle in the future.
If you’ve already invested in quality content that the public already appreciates, you’re only holding yourself back by not making what you have more readily available, and by not adapting it into new formats to attract different audiences. Repurpose, Repost, and Recycle! ♻