Have you ever wondered why some content just clicks while others sort of just fizzle out? 

It’s not just about content creation; it’s about cleverly repurposing what you have ALREADY created. Welcome to the world where your content doesn’t just live once. 

(If you would like to read more about why you should repurpose content, check out this Ultimate Guide to Maximizing Your Efforts.)

In this article, we’re diving into the art of repurposing content for SEO – a strategy that’s not just smart but essential in today’s digital landscape.

Why is this crucial? 

Well, in the bustling online marketplace, it’s not enough to simply churn out content. The magic lies in giving your content a new lease of life, ensuring it continues to engage, attract, and convert. 

Content repurposing isn’t just about recycling; it’s about strategically enhancing your content to work harder for you.

From keyword research to optimizing for mobile, we’ll cover the essential steps to ensure your content is not just seen but also loved and effective in your marketing strategies. 

Think of this as your go-to checklist for breathing new life into your content, making sure it aligns perfectly with both search engines and your audience’s needs.

Curious about which pieces of your content are prime candidates for this SEO makeover? 

Stick around as I’m about to spill the secrets to selecting and transforming your content into an SEO powerhouse.


Page Contents

Understanding the Basics of Content Repurposing

An infographic showing a blog post transformed into other content

Content repurposing isn’t just a buzzword; it’s a strategic approach to give your existing content a new purpose and extend its lifespan. But what exactly does it mean?

Definition of Content Repurposing:

At its core, content repurposing involves taking your existing content and transforming it into various formats or updating it to make it relevant again. It’s about leveraging the value of your content to its fullest potential.

Benefits of Content Repurposing:

Increased Reach: Different formats appeal to different audience segments. By repurposing content, you tap into new audiences that might not have seen your content the first go around.

Enhanced SEO: Repurposed content can boost your SEO efforts. Updating old posts with current keywords, for instance, can improve search rankings.

Time and Resource Efficiency: It’s often more efficient to revamp existing content than to start from scratch, saving you time and resources (and even your sanity).

Reinforced Messaging: Repeating your message in other formats helps reinforce it, making it more likely to stick with your audience.

How Repurposing Aligns with SEO Strategies:

Freshness Factor: Search engines love fresh content. Updating old posts can signal to search engines that your content is current and relevant.

Backlink Opportunities: Diverse content formats can attract more backlinks, a crucial factor in SEO. (Curious as to what a backlink is?  You can find more on this article from Backlinko HERE!)  

Keyword Optimization: Repurposing allows you to optimize for new keywords or improve keyword integration in existing content – WIN-WIN.

User Engagement: Engaging, updated content can lead to readers staying longer on your page, signaling to search engines that your site is valuable.

At its core, content repurposing is about making your content work smarter, not harder. It’s a super strategic move that aligns perfectly with efficient SEO practices, making sure that your valuable insights reach as many eyes as possible in the most effective way.

Identifying Candidates for Repurposing

A picture of a magnifying glass to identify content

Not all the content you have put out there will be suitable for repurposing. To make sure you are able to maximize your efforts, it’s crucial to identify which pieces of content are perfect for a makeover. But how do you choose?

Criteria for Selecting Content for Repurposing:

Evergreen Topics: Look for content that covers timeless topics. These pieces are more likely to provide ongoing value, and the information will be relevant no matter when someone is reading it.

High-Performing Content: Content that has historically performed well, whether in terms of traffic, engagement, or conversions, is also a prime candidate.

Content with Potential: Sometimes, content that didn’t perform as expected initially can be tweaked for better results.  If you feel it’s relevant and can provide valuable information to your audience, then revisit the original. 

Outdated but Relevant Content: Older posts that are still relevant but need updating to reflect current trends or data. These are your easiest pieces for repurposing.

Versatile Content: Content that can easily be transformed into different formats (e.g., a blog post that can become an infographic or a video).

Analyzing Past Content Performance:

Use Analytics Tools: Tools like Google Analytics can help you track which pieces of content have attracted the most traffic, engagement, and conversions.

Check Social Shares and Comments: Look at the insights on your social media.  Posts that had high shares or very active comment sections are likely pieces of content that really resonated with your audience. 

Look at SEO Rankings: Content that ranks well for certain keywords but could rank higher with updates is a good choice. Use an SEO ranking tool like SEMrush, Moz, or Ahrefs

Audience Feedback: Sometimes, direct feedback from your audience, like comments or emails, can help you find the content they find most valuable.

Remember, the goal is to find content that not only has proven its worth once but also has the potential to be reimagined and reinvented into something different.

By carefully selecting the right content, you set the stage for a successful repurposing strategy that aligns with your SEO goals and audience interests.

Pre-Repurposing Steps

Before diving into the repurposing process, there are crucial steps to ensure your content is not just refreshed but also makes both the search engines and your audience happy. Let’s explore these steps.

Conducting Thorough Keyword Research

Keyword research isn’t just for new content. It’s equally important when you are repurposing existing material.

Importance of Keyword Research in Repurposing:

Relevance: Keyword trends change. What was relevant a year ago might not be today. Updating your content with current keywords keeps it relevant and on the search engine’s radar.

Search Rankings: The right keywords can boost your content’s visibility in search engine results, drawing more traffic to your site.

Audience Insight: Keywords can offer insights into what your audience is currently interested in or looking for.  A great tip is to head to Google and type in your keyword, scroll down, and take a look at the “People also ask” section.  This will give you some opportunities to find some additional keywords.

Tips for Effective Keyword Research:

Use Keyword Research Tools: Tools like Google Keyword Planner or SEMrush can provide current, relevant keyword ideas.

Analyze Competitors: Look at what keywords your competitors are using in similar content.  Sometimes, you will find a gap and be able to take advantage of that in updating your content.

Long-Tail Keywords: Don’t just focus on high-volume keywords; long-tail keywords can be less competitive and more targeted.

Context Matters: Ensure the keywords fit naturally within your content. Keyword stuffing is a no-go.

Analyzing Search Intent and Audience Needs

Understanding why your audience is searching for certain terms is as important as the keywords themselves.

Understanding Search Intent for Better Engagement:

Match Content to Intent: Whether your audience is looking to buy, learn, or find a specific service, your content should align with their intent.  If you know that your target audience is really interested in how to do something, you shouldn’t be creating content that is selling your service or product.

Types of Search Intent: These typically include informational, navigational, transactional, and commercial investigation.

If you want more information about search intent, check out THIS ARTICLE.

Tailoring Content to Audience Preferences:

Audience Feedback: Use comments, emails, and social media interactions to gauge what your audience values.  It’s essential to be creating content that your audience wants.

Persona-Based Content: Create content that speaks directly to your ideal reader’s preferences, challenges, and interests.  When you are speaking to your audience, you will find that you get more engagement and loyalty.

Format Variety: Different audience segments may prefer different content formats (e.g., text, video, infographics).  Make sure that your content adapts for this.

By taking these pre-repurposing steps, you ensure that your content is not only optimized for search engines but also finely tuned to meet your audience’s current needs and preferences.

The SEO Checklist for Content Repurposing

SEO Checklist

Revamping your content for SEO isn’t just about slapping on a fresh coat of paint. It’s about making strategic changes that boost your content’s reach and effectiveness. Here’s your checklist to ensure your repurposed content is fully optimized for SEO.

Related content: 5 Genius Hacks to Make Repurposing a Breeze


Crafting SEO-Friendly Headings:

Clarity and Relevance: Ensure your headings clearly reflect the content beneath them.

Incorporate Keywords: Use your primary keywords in headings, especially H1 and H2, to boost SEO.

USE headings:  You want to break up your content into sections that make it easier for your audience to read.  

Using Keywords Effectively in Headings:

Natural Integration: Keywords should fit seamlessly into headings, keeping that readability factor while still making sense.

Variety: Use variations of your keywords in different headings to cover more ground.  This can also help your content rank for more than just your primary keyword.

Simple, Engaging Copy

Importance of Simplicity and Engagement in Copy:

Readability: Simple, clear language keeps readers engaged and reduces bounce rates.

Engagement: Engaging content encourages readers to spend more time on your page, signaling quality to search engines.

Techniques for Writing SEO-Friendly Content:

Active Voice: Use an active voice to make your content more direct and lively.

Short Paragraphs: Break your content into digestible chunks to improve readability.

Useful Subheadings: Subheadings should guide readers through your content and help them quickly find what they’re looking for.

Internal and External Linking Strategies

The Role of Links in SEO:

Navigation: Links help users navigate your website, improving user experience.  

Authority: External links to reputable sites can boost your content’s credibility.  You can also point readers in the direction of complimentary resources – like this SEO CHECKLIST!

Best Practices for Internal and External Linking:

Relevant Internal Links: Link to other relevant content on your site to keep readers engaged and on your site.  

Quality External Links: Link to authoritative sources to provide additional value to your readers. They can also provide additional information in your content with a beefier description or a more detailed explanation of what your content is about.

Image Optimization and Alt Text

Enhancing SEO with Optimized Images:

File Size: Ensure images are appropriately sized to reduce loading times. Use an image optimizer.  TinyPNG is one of my favourites and it’s free!

 Relevant Images: Use images that are relevant to your content.  If they don’t make sense in your content, you will just confuse your visitors.

Writing Effective Alt Text for Images:

Describe the Image: Alt text should accurately describe the image’s content and context.

Incorporate Keywords: If it makes sense, include your primary keyword in the alt text.  However, this should not be a place to keyword stuff.  The alt text area is to provide context to visually impaired readers.

SEO-Friendly Slugs, Title Tags, and Meta Descriptions

Importance of Slugs, Title Tags, and Meta Descriptions:

Visibility: These elements are often the first thing a user sees in search results, so they need to be clear and compelling so the reader wants to click and see more.

SEO Impact: Well-crafted slugs, title tags, and meta descriptions can significantly impact your content’s search rankings.

Tips for Optimizing These Elements:

Concise Slugs: Keep your URL slugs short, readable, and keyword-rich. Take out filler words like “the,” “of,” etc.

Compelling Title Tags: Write title tags that are engaging and include your primary keyword.

Informative Meta Descriptions: Create meta descriptions that accurately summarize your content and include a call-to-action.

Promoting Content

Strategies for Content Promotion:

Social Media Sharing: Share your content across your social media platforms to reach a wider audience. This could include a story on Instagram, turning your blog into a LinkedIn Article, or creating a Pinterest pin to drive traffic to your website.

Email Marketing: Include your repurposed content in newsletters or email blasts to your subscribers.  You don’t always have to summarize your blog.  A great strategy to get people on our site is a “teaser” in your newsletter, pointing the readers to your blog to read more.

Collaborations: Partner with influencers or other brands to promote your content to a new audience.  This is also a great way to build up those backlinks!

Leveraging Social Media and Other Platforms:

Platform-Specific Formats: Tailor your content to fit the format of each social media platform. Each platform has its own vibe, so make sure you are adjusting your content to fit that platform.

Engagement: Encourage engagement by asking questions or prompting discussions related to your content.

By following this SEO checklist, you can ensure that your repurposed content is not only more engaging and relevant to your audience but also more visible and effective in search engine rankings. 

Remember, the goal of repurposing content is to extend its life and reach, making your content marketing efforts more efficient and impactful.

Mobile Optimization and User Experience

Mobile optimization and user experience are not just additional features; they are essential components for success in your SEO strategy. Let’s take a look at the critical role of mobile optimization in SEO and how enhancing user experience can significantly improve engagement.

The Significance of Mobile Optimization in SEO

Priority for Search Engines: With the shift towards mobile-first indexing, Google prioritizes mobile-optimized content. This means your content’s mobile compatibility directly influences its search ranking.

Speed Matters: Mobile users expect quick loading times. Slow-loading pages can lead to increased bounce rates, negatively impacting your SEO efforts. Think back to a time when a page you were on didn’t load. Did you stay or leave to find another site that answered your question AND loaded properly?

Responsive Design: It’s essential to ensure your content is accessible and legible across various devices. Responsive design adapts to different screen sizes, offering a consistent user experience.  You can test this by opening up your pages on your mobile device and seeing what they look like.  Most websites also have a mobile screen so you can see what your visitors are seeing directly from your desktop.

Enhancing User Experience for Better Engagement:

Intuitive Navigation: Clear and straightforward navigation helps your visitors to explore more of your content.  The goal is to get someone to your site, keep them on your site, and have them do some further exploring into what your services are and how you can help them.

Aesthetic and Functional Design: A well-designed site that aligns with your brand can make your content more appealing and engaging to users.  When your content is cohesive (same fonts, colours, images, etc.), it not only strengthens your brand identity but creates a more enjoyable experience for your reader.

Interactive Elements: Incorporating interactive features can increase user engagement, keeping visitors on your page longer and signaling to search engines the value and relevance of your content.

Optimizing your content for mobile devices and focusing on user experience are not just trends in SEO; they are fundamental practices.

By ensuring your content is mobile-friendly and offers a positive user experience, you’re setting the stage for better engagement, higher search rankings, and a stronger online presence.

Measuring the Success of Repurposed Content

Once your repurposed content is back out in the digital world, it’s important to track its performance.

This isn’t just about numbers; it’s about understanding what resonates with your audience, which in turn will help you to refine your strategy for even better results. Let’s look at how you can effectively measure the success of your repurposed content.

Tools and Metrics for Tracking Performance

Analytics Tools: Use tools like Google Analytics or your social media insights to get a clear picture of how your content is performing. These tools can provide valuable data on traffic, engagement rates, and conversion metrics.

Key Performance Indicators (KPIs): Identify which metrics matter most for your goals. Is it website traffic, lead generation, social shares, or engagement rates? By focusing on the right KPIs, you can gain meaningful insights into your content’s impact.

Adjusting Strategies Based on Performance Data

Data-Driven Decisions: Use the data you gather to make informed decisions. If certain types of content are performing well, consider producing more of that style or topic.  It’s a good idea to have a tracking sheet for this so that you can, at a glance, know what those topics are.

A/B Testing: Experiment with different versions of your content to see what works best. This could involve tweaking headlines, changing up the format, or adjusting the call-to-action.

Continuous Improvement: SEO and content marketing are not set-and-forget strategies. Regularly review your performance data and be prepared to adjust your approach to keep relevant. 

By effectively measuring and responding to the performance of your repurposed content, you can fine-tune your strategy, ensuring that your efforts are not just seen but are also making an impact for your readers AND your business.

For some strategies on repurposing content, check out my related blog post: Old Content, New Tricks: Do’s and Don’ts and Game-Changing Strategies

In summary, effective content repurposing is key to boosting your SEO. 

We’ve explored how to select the right content for repurposing, the importance of keyword research, and aligning with your audience’s search intent. 

This article included essential SEO tactics like optimizing headings, copy, links, and visuals, as well as the critical roles of mobile optimization and user experience. 

Remember, successful repurposing is more than recycling or copying and pasting — it’s about enhancing your content’s appeal and relevance, ensuring it not only reaches but also resonates with your audience.

Ready to transform YOUR content into an SEO powerhouse?

Don’t let your valuable content gather digital dust.  I can help you repurpose it strategically to boost your reach, enhance your SEO efforts, and save you time and resources. 

Visit my services page and find out how I can turn your existing content into new content that is being seen and making an impact.

Explore my Content Repurposing Services