Repurposing Content Doesn’t Mean Copy and Paste

Laura Lentchitsky

By Laura Lentchitsky on March 6, 2020

Repurposing content makes a lot of sense. As content marketers, we spend valuable time researching topics and interviewing thought leaders to create a major asset. So why not repurpose some of your findings and materials to create new pieces?

Unfortunately, for some, repurposing often means copying and pasting into a different format and then publishing the exact same content as a new piece. That’s not repurposing; that’s duplicate content.

Publishing duplicate content (when content appears in more than one location on the internet) can negatively affect your SEO and water down your message. If Google, for example, sees multiple pages on your website or across websites with identical content, it will have a hard time figuring out which version is more relevant in a search or which should rank higher. Sometimes, the page Google prioritizes is not the page you want your users to visit first or doesn’t include the appropriate call to action.

Duplicate content can also hurt the user experience. Creating a PDF of the exact same content that’s already available on a website, and then gating that PDF (requiring a visitor to fill out a form to reach it), is far from best practice. Imagine visiting a website, reading about a product and then providing your personal information just to view the exact same material again. It can make the user feel frustrated and cheated. Your content is supposed to help you build trust with your audience.

What can be done? Have no fear!

If you’re tempted to do this:

Consider this instead:

Create datasheets from existing website copy

Website copy should be skimmable but datasheets give you the opportunity to dive deeper on a subject and provide more information. Use the webpage to get your keywords in and major information while the datasheet can flesh out the details.

Use the same meta descriptions for similar web pages

Take the time to designate cornerstone pages and write page content and meta descriptions that feature key words and phrases that are unique to each page. Those pages will be more likely to rank higher for the unique terms and you’ll provide a clearer path for visitors to find the information they’re seeking.

Publish a webinar from 5 years ago as a tutorial video

At its core, this is not a bad idea, but be warned – older assets may not be in line with current corporate branding guidelines. Also, if the webinar is date-stamped, users might see it and immediately assume the content is outdated (even if it’s not). Consider updating the slide deck and rerecording the webinar before you publish. Another option is to take relevant content from the older webinar and turn it into a series of blogs or infographics.

What content can I repurpose?

Nearly any type of content that you’ve created can be repurposed as a fresh, new piece of content.

For example:

  • Interviews with thought leaders and subject matter experts make great blog articles.
  • Reviews and testimonials could become use cases or success stories.
  • Research for a whitepaper or other major piece could be used to make an infographic or eBook.
  • A webinar could become a video tutorial, animated video or executive brief.

Get creative and let the message and the content identify the new format.

When should I repurpose content?

You don’t need to wait years before you start repurposing. If you just spent a ton of time making and recording a webinar, then you can and should reuse some of that content to make a supporting item right away. This can also help create a journey for your reader.

Instead of this: Watch this webinar… now contact us!

You’re offering this: Watch this webinar, read the executive brief, and then download the infographic.

The option that offers more content on one topic not only does a better job at establishing your company as an expert on the subject, it will also help you rank higher on your terms because you’re publishing fresh supporting content.

If you do have a lot of older content that you want to repurpose, this is a great reason to perform a content audit (download our free guide here). By identifying and documenting all of the content you have across your company, you can figure out what can be reused, what can be combined, what can be updated and what should be scrapped for good. If you don’t have time, we can help. For more information, learn more about our content marketing services here.


About Ridge Marketing

Ridge Marketing is an agency that specializes in crafting creative digital assets and using websites, search, advertising and email to ensure that the right prospects interact with your brand and become loyal customers.

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