Keeping a healthy supply of fresh content for your company’s B2B multichannel marketing strategy with limited resources can be difficult. Luckily, you have one content resource that many companies avoid – your old blog posts.
Repurposing older blog posts serves as a great way to generate new content using different content types and breathe new life into old or outdated articles. Adopting this approach ultimately saves your business time and money while helping you grow your audience. This multichannel marketing strategy pays dividends for any business hoping for long-term, sustainable success.
So, let’s explore a few ideas for turning your old blogs into fresh marketing content able to target new channels. In the end, this approach needs to be considered as an important part of any wide-ranging content marketing strategy.
Why Repurposing Old Content Makes Sense
Let’s check out a few benefits of repurposing your business’s old marketing content, especially blogs. Use these insights to inspire your efforts at getting new life out of those ad campaigns of yore.
- Reduce Content Marketing Expenses: Those older marketing blogs still include valuable content, especially ones with topics relevant to your current marketing efforts. Reusing these ideas helps your company get more bang for your marketing spend.
- Target New Marketing Channels: Using material from older blogs for new content types like videos, podcasts, and infographics lets you expand your reach into new channels.
- Increase Your Marketing Activity: Repurposing older text-based marketing content improves your team’s efficiency. It allows you to maintain an active publishing schedule with videos, blogs, podcasts, and more.
- Improve SEO: The black hat SEO strategies of quantity over quality aren’t going to have the effect you may think. While it may seem better to have as much content as possible on your site, carefully curating and updating old content can actually improve your search rankings, even if you ultimately end up with less blog content.
Adopting this approach increases the ROI of your marketing budget. It lets you target potentially new customers that prefer content other than blog posts. As a result, expect your customer base to expand into new demographics.
Now, let’s check out a few use cases to repurpose your company’s old marketing blogs. As part of this effort, use analytics to determine what marketing channels are currently the most effective for your business. An analysis of your company’s current customer base also contributes to this effort by determining new channels to reach.
Use Old Blog Posts to Craft Videos and Podcasts
Older, successful blog posts might provide relevant topics to use for videos and podcasts. Simply use the content from these older posts to create scripts for both new formats. Recording a video in your studio effectively lets you kill two birds with one stone (sorry to fans of our feathered friends). Publish the video on whatever channels you already use, and the audio recording of the video as a podcast.
Also, consider reaching different channels with different types of video content. For example, YouTube or even LinkedIn make sense for longer-form videos. Using list blogs to create shorter clips works perfectly for Instagram, TikTok, or even YouTube’s Shorts format. Note that Shorts has a 60-second limit for video content.
Regularly Refresh Old Blog Posts
Give older blogs a new lease of life from an SEO standpoint by regularly updating their content. While a full rewrite offers one option, just adding a few recent insights definitely gets noticed by Google. Even updating old posts with the videos and podcasts created from their content helps in this regard.
Transforming Blogs into Infographics
If you have a successful blog that provides meaningful detail and data on a product, use it to create an infographic. You can also add in additional data – either third-party or from your company’s own research or surveys – to create a more data-focused version of the blog that better fits the infographic format.
Use this form of visual content to summarize the contents of the post in a compelling and easy-to-follow fashion. It’s a great way to target your social media channels with new content types. Update the original blog post with the infographic to get some extra Google juice, as highlighted above.
Combine Multiple Blog Posts into a Pillar Page
Pillar pages are much longer blogs (3,000+ words) on a singular topic that serve as a pillar to link all your related content to and from. These pages can provide an overview of the topic and include many sections that touch on subtopics and link to another blog on that specific subtopic. This can be very effective for search engine optimization as it serves as a branching-off point for your other content and helps the pillar page rank highly for the specific keyword of the main topic.
Use this format for multiple blogs on a similar subject, creating a topic cluster: another popular SEO technique. The original blog posts become part of that topic cluster, so be sure to link each one back to the pillar page. Once again, updating those blogs with that extra pillar page link increases the search effectiveness of the entire cluster.
If you are curious about other techniques to improve your company’s B2B marketing efforts, check out our latest eBook, “Implementing a Multichannel Content Strategy for B2B Organizations,” to learn how to fit your repurposed content into a larger content marketing strategy.
