Repurpose Old Content: 9 Simple Brilliant Ways!

From experience I’ve seen many small business owners in Canada struggle with getting traffic to their websites. Creating new content can be time-consuming, but aiming to repurpose old content can be a great way to breathe new life into your work and increase traffic.

Here are a few action items to help you repurpose your old content and boost your online presence.

1. Repurpose Old Content by Turning Your Blog Posts into Videos.

• Identify Evergreen Content: Start by finding evergreen content on your blog. These are topics that will always be relevant and in demand, such as “beginner’s guide to yoga” or “tips for better sleep” – When you want to repurpose old content, this is most often the best approach.
• Use Google Analytics: To find your top-performing content, navigate to Reports > Lifecycle > Engagement > Pages and Screens in Google Analytics. Sort the data by views to see which content performs best.
• Create Different Video Types: To repurpose old content, consider creating various video formats depending on your comfort level in front of the camera. You can produce “faceless” videos that focus on demonstrations or tutorials without showing your face. For digital tutorials (like software walkthroughs), record your screen as you explain the steps.
• Collaborate with Others: If you’re not comfortable on camera, consider partnering with someone who is, or use animation and voice-over to convey your message.

2. Convert Your YouTube Videos into Blog Posts.

• Access Your YouTube Transcript: Go to the YouTube video you want to convert, click on “More” below the video, and select “Show Transcript.” Click the three dots to toggle the timestamps off, then copy the entire transcript.
• Edit the Transcript Manually: Paste the transcript into a word processor and edit it to improve readability. Add headings, subheadings, and images to enhance the blog post.
• Enrich the Content: To repurpose old content, include additional insights, examples, or updates to make the blog post more valuable to your readers.

3. Turn Your YouTube Videos into Short Videos for Social Media.

• Find Evergreen Content: In YouTube Studio, go to Analytics > Content. Expand the date range and look for videos that received the most views and cover evergreen topics.
• Use Video Editing Software: Utilize tools like iMovie, Adobe Premiere Pro, or free online editors to create short clips from your longer videos.
• Optimize for Each Platform: Adjust the video’s dimensions and length to suit the specific requirements of platforms like Instagram, Facebook, and Twitter.

4. Bundle Related Blog Posts into Ebooks or Guides.

• Pick a Specific Topic: If you have multiple blog posts on a particular subject, you can repurpose old content by compiling them into a comprehensive guide or ebook.
• Use It as a Lead Magnet: Offer the ebook as a free resource to users who sign up for your email newsletter.
• Design It Professionally: Use tools like Canva, which offers ebook templates to help you create a polished and professional look.

5. Create Infographics from Data-Heavy Content.

• Choose Data-Heavy Content: Identify blog posts rich in data or statistics that would be more engaging as infographics.
• Use Canva to Design: To repurpose old content you can also leverage Canva’s infographic templates or create a custom design to visualize your data effectively.
• Share on Pinterest and LinkedIn: Infographics tend to perform well on visual platforms like Pinterest and professional networks like LinkedIn.

6. Turn Your Webinars into Podcasts.

• Choose Relevant Webinars: Repurpose old content by selecting webinars that contain evergreen content or feature expert interviews.
• Extract the Audio: Use audio extraction tools or video editing software to separate the audio track from your webinar recordings.
• Host Your Podcast: Upload your podcast episodes to platforms like Apple Podcasts, Spotify, or host them on your own website.

7. Repurpose Customer Testimonials into Social Proof.

• Turn Testimonials into Case Studies: Expand on customer testimonials by creating detailed case studies that highlight how your product or service solved their problems.
• Contact Customers for Interviews: Reach out to satisfied customers for in-depth interviews. Offer incentives like featuring their business on your website or collaborating on marketing efforts.

9. Break Down Long-Form Content into Bite-Sized Social Media Posts.

• Brainstorm Topic Ideas: Review your long-form content to identify key points that can be shared as individual social media posts.
• Write Engaging Posts: Repurpose old content by writing attention-grabbing headlines and captions tailored to each platform’s audience and style.
• Maintain Consistency: Use social media management tools like Hootsuite or Buffer to schedule your posts and keep your content calendar organized.

By following these action steps, you can give your old content new life, reach a wider audience, and drive more traffic to your website. This will help your Canadian small business thrive.

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Bonus: How Can a Business Owner Use Google Analytics to Identify Evergreen Content Suitable for Repurposing?

Using Google Analytics to Identify Evergreen Content

To identify evergreen content suitable for repurposing, a business owner can use the Engagement section of Google Analytics:

• Access Reports: Go to Reports > Lifecycle > Engagement > Pages and Screens in Google Analytics.
• Analyze Performance: Sort the data by the number of views to identify which content has performed well in terms of traffic, engagement, and conversions.

Look for content that consistently attracts long-term traffic and engagement. These are often how-tos, guides, and resources that can be updated periodically to remain relevant.