The aim of the content marketing game is simple – engage with new and existing customers, drive traffic to a website and inspire sales. But after hours spent researching a topic, creating great content and optimising said content for search engines, it seems a shame to only share it once. Great content, like all great works of art, deserves to be seen over and over again.
Fresh Content Vs. Re-sharing Content
In a world where content is king and duplicate content is a big no no, the idea of re-sharing content goes against the grain. But there is a big difference between creating fresh content and simply re-sharing content. That’s why creating a solid foundation of evergreen content that can be shared again and again should be a key part of any social media strategy. Fresh content is great for a website. Sharing, and re-sharing that content gets your content seen by more and more people. And the more people to engage with your content, the better it is for SEO. So to help you make the most of your content, we’ve put together 3 sure ways to re-use great content.
1. Spruce Up An Old Blog
Let’s face it. A lot happens in the social sphere every day. New content, new ways to engage with fans, and dare we say it, new followers. So writing blog posts that can be used again and again is one of the smartest, time-saving content marketing strategies out there. Simply check your analytics, find an old, popular blog and give it some TLC. Re-write the headline, update the links and images, update content and share it with new followers who wouldn’t have seen it when it was originally published.
2. Repackage Your Content
Spending hours and hours creating great content, only to find out that no one is clicking through to the content itself can be disheartening. That’s where repackaging content comes in. Give old blogs a new focus by rounding up similar blogs based on a theme. For example, “The Best of Christmas in Edinburgh” or “Halloween in the Scottish Highlands”. That way, you can encourage readers to stay longer on your website by housing all the content you’ve created around a certain topic in one place.
3. Avoid Spamming Your Audience
Social organic reach is dwindling. It is a truth universally acknowledged by social media marketers. So the chances of the same fan or follower seeing an old piece of content you shared two years ago is minimal. But if you do re-share old content word-for-word, without updating the content for a new audience, you run the risk of spamming your audience. So if you are going to re-share content, you have to do so responsibly. It is important to vary your content, as well as how you share it on social media. Try using a different image with a new headline. Then test to see which post got the most online engagement.
So there you have it. 3 ways to optimise your content marketing by re-sharing great content. To find out more about content marketing strategies, how to grow organic traffic or increasing social media reach, contact us today.