Content Repurposing for SEO
This playbook describes how to transform existing content into various formats to enhance online reach and improve search engine optimization. It involves identifying valuable content, converting it into new mediums, and strategically sharing it to leverage SEO benefits.
Step 1: Content Audit
Assess your existing content to identify high-quality pieces or ones that have performed well in terms of user engagement, traffic, or SEO. Use metrics from tools like Google Analytics to aid in your selection.
Step 2: Prioritize Content
Prioritize which content should be repurposed first based on relevance, popularity, and potential to rank for key terms. Content that aligns with current trends or has timeless value is ideal.
Step 3: Choose Formats
Determine the new formats into which the content will be repurposed. Consider varying formats like blog posts, infographics, podcasts, videos, ebooks, or social media posts to attract different segments of your audience.
Step 4: Update Content
Refresh the chosen content by updating statistics, facts, and any other information to make it current. Also, optimize for keywords to improve its SEO value.
Step 5: Create New Content
Convert the original content into the chosen new formats. Ensure to tailor the content's message and style to fit each format and platform's audience.
Step 6: Optimize for SEO
Apply on-page SEO strategies to the newly created content formats. This includes optimizing meta titles, descriptions, heading tags, and ensuring each format is accessible and shareable.
Step 7: Publish and Promote
Publish the repurposed content across your platforms, and promote it through social media, email newsletters, and other channels. Include links to the original content where possible.
Step 8: Monitor Performance
Use analytics tools to track the performance of the repurposed content. Monitor metrics such as traffic, engagement, and search rankings, and adjust your strategy as necessary.
General Notes
Consistency
Maintain a consistent publishing schedule for repurposed content to keep the audience engaged and help boost SEO over time.
Cross-Promotion
Where appropriate, cross-promote content across different channels to maximize exposure and take advantage of various platform algorithms.
Legal Considerations
Ensure that any repurposed content is in accordance with copyright laws and that you have the rights to reuse and modify the original material.