#CONTENT—7. EXTENDING THE VALUE OF YOUR CONTENT THROUGH REPURPOSING

7. EXTENDING THE VALUE OF YOUR CONTENT— REPURPOSING

I. Why is Repurposing Content Important?

Why should you repurpose content?

Repurposing content allows you to extend the value of your content by changing it to serve a different purpose, like transforming the messaging of a blog post into a video.

The messaging is the same, but the channel or format in which it’s consumed is different.

What are the benefits of repurposing content?

Gives you another opportunity to rank within search engine's results. Content is a theme that can be showcased in many different formats.
Allows you to reach a new audience. Multi-channel marketing provides the content your audience is looking for in all the channels.
Supports the consistency of your message. The Rule of Seven states that a prospect needs to hear your marketing message at least 7 times before they take action and buy from you.
Helps your content marketing team create content on a more consistent basis

II. How do You Extend the Value of your Content?

What's the difference between republishing content and recycling content?

How do you use a canonical tag?

What's the purpose of a NoIndex tag?

Republishing
The act of reposting your content, mainly blogs, on other websites with proper credit given to the original author.

Recycling

Adjust. What needs to be added removed or reworded.
Combine. You may combine related or un-related content to provide new value and meaning
Expand. Is there an opportunity to expand on something that you have already done in order to dig deeper into that topic

Which sites should you post republished content to?

Reputable sites. Websites with higher domain authority will give you a stronger lift in search engine rankings

How long should you wait before republishing content?

Wait at least 2 weeks before republishing content.
You want to give the search engines enough time to index the original piece of content so that it ranks higher than the republished content.

What is needed to recycle short-form content into a long-form, conversion focused offer?

It’s not just what you say through your website or content, but the entire experience that your company has to offer based on your buyer personas needs.

Why would you recycle a long-form content offer?

It’s not just what you say through your website or content, but the entire experience that your company has to offer based on your buyer personas needs.

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Which content should you republish?

Top performing content, mainly blogs, on other websites with proper credit given to the original author

Why should you recycle content from the ground up?

Think like a growth of a tree. Every healthy tree has roots, a trunk, and a crown, which is made up of multiple branches.

Roots are a series of short form content like blog posts, social messages and videos.

The purpose of the root is to form connections-bonds with other roots. that grow into a tree that produces a trunk.

Trunk is the long form content offer like a guide or a ebook.

From the trunk grows branches.

Each Branch is an extension of your content offer into a new format like webinar or infographic

How do you create a long-form conversion focused offer from short-form content?

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This avoids duplicate content issues by telling search engines not to rank this content. however, this will not impact your rankings or the value of your inbound links.

Why should you update the headline of republished content?

This will help each post stand out, specially when someone performs a search query. They will see multiple variations of your content, keeping it fresh.

What is the difference between short-term content and long-term content?

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How do you connect supporting short-form content to a conversion-focused, long-form content?

III. What's an Example of How to Repurpose Content?

How could a business create a product through repurposing?

All business content and story telling should circle back to the purpose of the business

Additional resources you may find useful

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