You might have content marketing on your website that could do with a bit of improving- it might be in need of a bit of revamp?
Well updating and rewriting some parts of say an old blog post will help to ensure that your offering your customers the best possible advice. Marketing agencies often refer to this as “re-purposing” content marketing.

Written by: Ryan Walsh

06 February 2024

 

Content marketing

Writing content marketing takes up a lot of time. There’s the initial writing and research to ensure you offer the best possible advice to your customers. But there’s also ongoing monitoring using Google Search Console and Google Analytics, as well as various other SEO tools to see how much organic traffic the content marketing receives.

The good news is that you can improve an old blog post rather easily, perhaps by embedding a video, you can also add an infographic or simply rewrite some of the text.

Often, this can give the piece of content marketing an uplift in terms of organic traffic it receives.

You might also want to create many social media platforms to promote your business’s content marketing, helping to drive more shoppers to that piece of work.

So for example, why not set up a Instagram, Facebook and X (formally Twitter) account for your business?

So, what exactly is content marketing re-purposing?

Helping to breathe new life into old work

Let’s say that you have several blog posts that don’t have much organic traffic. In your businesses Google Analytics it says that some blog posts only have a few visitors, and a very high bounce rate.

Well you could hire a presenter to take out the main points of that content marketing, and use it to create a script when your business is creating YouTube videos. That youtube video could then be embedded into the blog post, which allows the shopper two methods of finding an answer, either by reading the text, or watching the video, where a presenter, might be explaining the benefits of owning that product.

 

Why should you repurpose your business’s content marketing?

The main purpose is to get more shoppers (organic traffic) onto your website. It could be something as simple as taking the page titles of each blog post and then putting them into an Instagram or Facebook post. This can help to bring in more shoppers from your companies social media accounts.

This could potentially bring more shoppers to your website.

Which pieces of content marketing should you repurpose?

We would recommend repurposing content marketing if it falls at either end of the following scale.
Content marketing that is receiving a lot of organic traffic

Now, you might be wondering why we would want to re-purpose a piece of content marketing that is already potentially bringing in thousands of organic visitors every single month?

Well, as car manufacturers don’t stop refining and improving their cars, neither should you with your content marketing. You could adapt the content marketing to improve it, constantly looking at ways that you can bring in more organic traffic.

Your SEO company could therefore:

– Use A/B testing to improve the work
– Add a Youtube video to explain the product / service
– Rewrite the text
– Work out what’s causing a high bounce rate on that page

 

So, you could add a YouTube video and embed it into each blog post or main page. You could hire a graphic designer to create an infographic and some more up-to-date statistics.

You can keep improving the work and doing split testing (also known as A/B testing) to see if it’s bringing in even more organic traffic.

Pages which aren’t getting any organic traffic at all

You might have noticed earlier that we mentioned that we usually repurpose content marketing, which falls on either end of the scale.

That’s to say, it’s either top-performing content marketing you want to keep top of the game, and ranking high in Google’s organic results. This content marketing may bring in a huge amount of shoppers. On the other end of the scale, it could be content marketing that’s not getting any organic traffic.

The work could be deemed by Google’s algorithms as “content-thin”; it could be a blog post written seven years ago that doesn’t offer much information, and therefore doesn’t get much organic traffic.

When you add more detail, your improving the blog post. You could make word count longer, you start to promote the content marketing on social media as well to see if you can get more people reading the work.

 

Turn the page titles of old blog posts into social media posts as well

You can create a Facebook or Instagram account for your business,

You can take the page titles of your blog post and add some hashtags as well. Then, you could shorten the URL and add a link to your company website.

You are then promoting your business’s content marketing on say Facebook, to attract more shoppers to your website. T

 

Embed a YouTube video

This is another effective marketing strategy; as often shoppers often don’t want to read 1000 words and might not have the time to read a long blog post.

So instead , you might be explaining the benefits of owning a particular product in a short video.

So, a presenter might want to give a quick overview of the product. So, for example, if you sell electrical goods, why not create a video explaining the benefits of each product? This can help to improve your business’s search engine optimisation. Because somebody who wants to buy, let’s say, a new washing machine might like the fact that you’ve got a presenter explaining the benefits of each product.

 

Infographics

Sometimes, you might have a wordy and long blog post. It might be advising on something quite complicated, let’s say, how to improve your fitness by doing specific warmup exercises.

Some might not want to read a rather wordy and long piece of content marketing, but they might want to take advice from infographics.

A well-designed infographic can convey a lot of information easily. For example, it might teach people how to warm up so they are less prone to injury while exercising. This could reduce your business blog post.

 

How our agency can help by creating high-quality content marketing.

As any good SEO company will tell you, content marketing is always needed to improve a business’s SEO. If its well written, it can help to decrease the website’s bounce rate, increase the time on site, and help promote and sell products for that business.

You must also build backlinks and prove to Google that your business has a high Google E-EAT score.
Our agency is very good at writing high-quality content marketing; we work with several well-known brands in Bristol. If you would like to improve your business SEO, then why not contact our agency today?