If someone says “content is king” one more time, I am going scream out the window in annoyance.
This is a common buzz phrase that hovers around our industry, and it is rarely tied to a strategic and thoughtful foundation for driving growth. People hear this phrase, decide they need a blog, and push forward without any consideration to their business goals.
Let’s behead the king for high treason, as not creating content designed to help businesses hit their revenue targets is a crime. Repurposing old blog is an ideal strategy for improving your overall content marketing initiative. The best SEO agencies in Los Angeles agree that not only does repurposing blog content save time and money by recycling something that most perceive as having zero value, it also provides optimization insights into improving your overall digital marketing efforts.
This article is intended for business owners, CEOs, and marketing executives to learn how to repurpose blog content in a way that will increase your online visibility and goal conversions.
First Things First, How do Blogs Drive Sales?
Executing a vanilla blog service won’t do much outside of slightly improving rankings. However, blogs written that target precise consumer audiences designed to rank for buyer-focused search queries, and that gives readers a reason to complete a desired action (click a CTA, follow another link to a landing page, etc) always lead to greater sales.
This type of blogging is a fundamental part to any comprehensive inbound marketing strategy, so why limit it? Why not implement it into an SEO strategy that utilizes blogging as a key component? SEO alone is challenging to squeeze sales from, but with the right blogging strategy, your can see steady year-over-year growth. And repurposing old blogs is an ideal way to empower content that will rank, and convert. Finally, learn how to merge SEO and social media marketing alongside your blogging strategy for even greater leverage.
Determine Which Content is Worth Repurposing
Establishing and maintaining a method to determine which content to repurpose is crucial. This will involve using tools to extract certain data. You will first want to establish a deadline for this process. Typically, SEO agencies will do this monthly or bi-monthly. Be sure to review your content and determine which blogs are ideal candidates for the repurposing table. Here are some tools you can use to find ideal blog posts:
Google Analytics – Use GA to determine what blogs got the greatest engagement. Pay attention to metrics like top visited pages, session duration and bounce rate. This will allow you to see what content is your top performer.
SEMrush – Use this tool to discover which keywords and terms your existing content helps you rank for. You can also use this tool to help rank your repurposed blogs by discovering keywords options, as well as related and longform search terms.
Google Trends – This tool will help you track a subject’s popularity down to the location. Though not a cornerstone tool, Google Trends gives great insights that can lend to determining the best blogs to repurpose.
BuzzSumo – This tools allows you to see what the most popular shared articles are from social media platforms. BuzzSumo also allows you to find what kind of content would resonate with your audience the most, and therefore provide key insights into which of your blogs are best suited to be recycled.
Finally, the best content ripe for repurposing will be centered around core topics that your customers care about, will always be useful regardless of publication date, and exist as long-form content, offer tips or consist of a list.
Map Out Your Buyer Personas and Pair Repurposed Content to their Needs
Thanks to major improvements to Google’s algorithm (thank you RankBrain), ranking content that Google loves walks hand-in-hand with content that resonates with ideal buyers. In other words, keywords and search phrases associated with content that people favor, ranks really well and, if other marketing strategies are put in place, converts well too.
With this in mind, you will need to take your previously chosen blogs you plan on repurposing, and pair them to your ideal buyer personas. This means you will need to recycle your blogs in a way where the topic, title, buyer-based need fits in beautifully to the pain-point held by your buyer personas.
For example, if a business sells scuba diving equipment, and one of their buyer personas are ice divers with a common pain-point to find an ideal cold water regulator, you can find the perfect blog worth repurposing to please this consumer.
If you have a previous blog titled, ‘Top 5 Best Ice Diving Regulators for the Money’, you can take the same regulators mentioned in the blog, add in a few other models, and change the topic and title to address a common pain point held by the buyer persona. The new title could be, ‘Which of these 7 Reviewed Ice Diving Regulators Free-Flow the Most?’.
Not only are you using more than half the content already there, but you are repurposing the blog to better fit a common pain-point held by your ideal buyer. This is the kind of content that ranks well in the world of SEO, and that leads to sales thus enabling business growth.
Plan Your SEO Strategy
Now that you have your list of blogs to repurpose, and have determined the topics and which buyer personas to pair them to, you need to button up your SEO on each blog. Here are some SEO tips to help your blogs rank for the right audience:
- Determine your keywords – These will be brad, longtail, and search term variations that are cuper focused around their needs.
- Titles and tags – Your page title, H tags and image ALTs should reflect the blog’s content and contain the right keywords as reflected in your SEO strategy.
- Meta descriptions – Your meta descriptions should be changed to reflect the blog’s main point and entice people to click.
- Cluster model – Use the blog cluster model format, and link to an appropriate pillar page. Both Google and your customers love structured content.
- Duplicate content audit – Run a duplicate content audit to make sure you repurposed enough of the content to make the blogs truly original in the eyes of Google. Each blog should have less that 20% duplicate content on it’s page.
- Word Count – Google favors more content, and so do your readers. Shoot for a minimum of 1000 words (though the more, the better). Make sure to use images that reflect the content to keep readers enticed, and place them strategically to break up the text so not to overwhelm the eyes.
Converting Readers Into Paying Customers
Once you are ranking your repurposed blogs, you will want to give your readers a compelling reason to buy from you. I purposely left out this crucial step in repurposing your blog content, but you will want to make sure your recycled blogs are written in a way that speaks to the buyer person, in a defined stage in the buyer’s journey.
The buyer’s journey has three-stage that include Awareness, Consideration and Decision. Writing a blog to a specific stage in the buyer’s journey allows for conversions because you are giving buyers the right content they need, and can then send them to another blog or a landing page with the right kind of content reflecting their readiness to buy, or learn a bit more to better understand their need and how your products offer the best solution.
In addition to incorporating the buyer’s journey into your blog map, consider using CTAs with the appropriate messaging at the end of each blog. This could entice buyers to download additional content about your products, take them to a shopping cart with a featured product, or funnel them to a form submit.
Ultimately, reaching the right buyers with repurposed blogs that give them the questions they seek to better understand their need backed by a robust SEO and conversion strategy, will help your content rank extremely well, and deliver a noticeable hike in revenue conversions.
Did these Tips Give You Fresh Ideas About Your Blog?
Running a blog that improves your rankings and that helps to ensure year-over-year business growth is challenging. Initiating a modern SEO strategy alongside your blog will be a game changer for your organization. If you found value in this article, we invite you to download our FREE guide on WEBITMD’s approach to SEO. We take the principals of the inbound marketing methodology and inject them into a modern organic search strategy–an approach no other agency seems to be offering their clients. Got questions? Give us a call and let us learn about your business goals.