February 7, 2024

How to Repurpose Old Content for Your Business Blog

you likely already have a wealth of content at your disposal that can be repurposed into new blog posts.


How to Repurpose Old Content for Your Business Blog

Coming up with fresh, engaging content for your business blog on a regular basis can be challenging. However, you likely already have a wealth of content at your disposal that can be repurposed into new blog posts. Repurposing not only saves time but allows you to maximise the value of content you have already created. In this post, we’ll explore creative ways to repurpose existing content assets into great blogs that will attract visitors and promote your brand.

Expand on Old Posts

One of the best ways to refresh your old content is to expand on your previous posts by going more in-depth into the topics. If you find blog posts in your archives that cover popular subjects or evergreen content but only scratch the surface, consider expanding each into a series of posts.

For example, if you wrote a post entitled "The Beginner's Guide to SEO" that provided a high-level overview, you can expand it into a 10-part series like:

Part 1: What is SEO and Why Does it Matter?

Part 2: How to Do Keyword Research

Part 3: Tips for Optimising Website Content

Part 4: Best Technical SEO Practices

Part 5: Building High Quality Backlinks

Part 6: Creating Compelling Title Tags and Meta Descriptions

Part 7: Optimising Site Speed

Part 8: Fixing Common SEO Mistakes

Part 9: Monitoring and Measuring SEO Success

Part 10: SEO Guide Recap and Key Takeaways

By turning a single, high-level post into a comprehensive 10-part guide, you can significantly increase the useful content on your site around the topic. This helps establish your authority and also gives visitors deep insights from an all-in-one resource.

Update Dated Information

Scan old blog posts for any information or statistics that need updating. Content can quickly become outdated, reducing its usefulness. Set aside time every quarter to review your blog archives and refresh old posts.

Here are some key things to look for:

* Outdated Stats and Facts - Replace statistics, research or factual information that is no longer current. Source the latest industry reports, whitepapers or expert perspectives. Update company history and milestones over time as well.

* New Product and Service Offerings - If you reference specific products or services in older posts, check if the details are still accurate or need updating based on new offerings. Consider doing refresh posts announcing major new releases.

* Pricing Changes - If previously blogged about products or services have had pricing updates, be sure to update this info across blog posts. Pricing refreshes present a good opportunity to rewrite posts, framing the increased value delivered.

* Compliance, Standards and Regulation Changes - Some industries have rapidly evolving compliance and regulatory standards requirements that should be reflected accurately across blog content. Confirm any posts mentioning legal or regulated areas are current.

* Outdated Third-Party Services Referenced - If you referenced third-party apps, tools or services in past posts, check if they have been updated, replaced or shut down. Swap in alternate recommendations as required.

Convert Whitepapers and PDFs into Posts

Whitepapers and long-form PDFs often contain extensive valuable information that can be repurposed into multiple blog articles. The problem is that these documents are trapped inside a PDF document and not accessible or indexed by search engines. Using a tool to turn your PDF into a Word file makes it editable for publishing on the web.

Here are some tips for leveraging PDF content for blogs:

* Convert Old PDFs into Editable Word Documents - Use an online conversion tool to quickly turn old whitepapers, reports and presentations in PDF to Word documents. Simply upload the PDF and convert it into a fully editable file in Microsoft Word format with a few clicks. Easy conversion gets you ready to extract information from documents.

* Copy Content Fragments Into New Posts - Once you have the content in Word, copy over relevant paragraphs, statistics, quotes and passages from a whitepaper. Paste these fragments into a new blog article and edit and organise them into cohesive posts. Give each post a search-optimised title using your target keyword.

* Expand On Key Topics - Review the whitepaper outline structure for all the topics covered. Turn each key section into its own dedicated blog article. Provide more context and detailed explanations by elaborating on facts from the whitepaper. Expanding on specifics helps articles rank better in search, too.

Repurpose Support Centre Content

Dig through your company's customer or product support knowledge base and website for frequently asked questions and training materials that can be updated into blog tutorials, guides, and tips. Support content contains valuable insights into the most common pain points and questions customers have that make excellent blog fodder, helping attract site visitors with similar issues that your content now solves.

For example, say your support team noticed an influx of questions around setting up and customising product dashboards recently. That's a cue that a walkthrough guide or tutorial blog post on how to tailor dashboards would be supremely useful for readers. Support content identifies emerging issues and opportunities to develop helpful, informative content that answers the questions your customers already have.

To repurpose support content:

* Examine analytics for trending search topics and most viewed help articles to uncover popular subjects and questions ripe for blogs. What issues keep arising that you can address?

* Publish “How To” blog guides detailing steps for key product workflows, customisations, integrations, and implementations based on support documentation. Include screenshots to make the guides ultra user-friendly.

* Ask the support team what topics come up frequently in cases to identify pain points you can ease through new instructional blogs, training tutorial videos and webinars for users.

Mine Customer Success Stories

Existing customer success stories and case studies are a goldmine of content that often goes unused beyond sales collateral. The story of how your products or services solved real-world problems in a customer’s business makes for an excellent blog post. Here’s how to maximise customer success content:

* Conduct Interviews - Set up phone calls and email exchanges with happy customers. Ask questions about their business challenges, how your offerings solved them, what quantifiable results were seen, their overall experience working with your team and if they have any direct advice for other customers.

* Turn Responses Into Testimonial Blog Posts - Use the key details from customer responses to create first-person written testimonials that read like stories. You can also easily turn the interviews into YouTube videos to create engaging multimedia testimonials.

* Get Permission - Be sure to get permission and approval before publishing any sensitive customer data online. Make absolutely certain they are comfortable publicly sharing their experiences in detail first.

* Link to Case Studies - If detailed case studies of the customer project exist in your sales collateral, link to or summarise these in testimonial posts or videos to provide even more proof and substance.

* Repost Across Channels - Once published on your blog, promote your customer testimonial content through social media posts and ads. Place them prominently on website pages spotlighting detailed reviews.

Getting creative about repurposing existing content not only makes your life easier but also has many benefits. Refreshing and updating assets allows you to cost-effectively keep content relevant. It also enables you to maximise the hard work that went into creating authoritative assets and expand their reach and longevity.

Repackaging and presenting intel in new ways also caters to different learning styles and allows you to connect with new audiences. Experiment with all the diverse repurposing strategies above to breathe new life into old content. You’ll save hours of headaches struggling to ideate what to blog about next!

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Aryan Vaksh

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