How do you audit your old content for repurposing opportunities?

For example, you can repurpose a content to reach a new target audience. Let’s say, you wrote a content some five years ago targeted at the millennials, but five years is a long time ago and now you want same content to speak to the gen Z, you’ll need to repurpose the content using the keywords that the generation comprehends.

Repurposing old content saves time and resources, reaches new audiences, improves SEO and credibility, and increases engagement and conversions.

It's about taking what you already have and transforming it into something fresh and engaging. By doing this, you can reach more people, save time, and reinforce important messages. It's like recycling your favorite stories into different formats to make them shine in new ways.

A fantastic tool to audit your content is Google Analytics. It provides a wealth of information about your website content, including which content is performing best and has the most potential for repurposing. The data collected by Google Analytics can help you identify which old content is still getting views and engagement, as well as offer important insights into the types of content your audience loves. Armed with this information, you can then determine which pieces of content can be repurposed. In addition, Google Analytics can also help you measure the success of your efforts. by tracking the performance of your repurposed content, so you can further determine whether or not your efforts are paying off.

To repurpose old content, audit it first. A CMS like WordPress, Drupal, or Joomla can help you manage and organize content. Use tools like traffic, engagement, conversion, relevance, and quality to evaluate old content. Focus on content with high potential but low performance. This includes relevant, quality content with low traffic or engagement. Also, consider content with high traffic or engagement but low conversion or relevance. Repurposing and updating such content can lead to significant benefits.

When repurposing old content, choose formats and platforms based on your goals, audience, and resources. Transform blog posts into e-books by elaborating on topics, or into podcasts through discussions or readings. Create videos from posts using slides or animations to visually represent ideas, or condense them into infographics for quick visual summaries. These adaptations should align with the preferred media consumption habits of your target audience to maximize engagement and reach.

To repurpose old content, choose the best formats and platforms based on your goals, audience, and resources. Formats and platforms to consider include blog posts, e-books, podcasts, videos, and infographics. For example, expand old blog posts and create a cover and table of contents to make e-books. Record yourself discussing or reading posts to create podcasts. Create videos by using slides, animations, or screencasts. Also, summarize key points in infographics. Try other formats and platforms that align with your style and goals.

To choose the best formats and platforms for repurposed content, consider your audience's preferences, content nature, and platform strengths. Experiment with formats like articles, videos, and infographics on platforms where your audience is most active to find what works best.

To repurpose old content, optimize and promote the updated content. Optimize keywords, titles, descriptions, and tags for the platform. Add clear calls-to-action, social sharing buttons, and feedback forms. Maintain consistency in color schemes, fonts, logos, and images. Promote via email campaigns, social media, guest posts, or paid advertising. Reach your target audience and direct them to the updated content. Experiment with other successful approaches.

Optimize updated content with keywords and meta tags, then share it on social media, email, and relevant communities. Encourage engagement, consider paid advertising, and monitor performance for improvements.

Think about different ways you can repurpose high-performing or outdated content. For example: Turn a series of blog posts into an ebook or whitepaper. Create infographics or video summaries of data-rich posts. Develop a podcast series based on popular topics. Transform internal data or case studies into detailed guides or reports.