Whether creating thought leadership pieces or drafting an email nurture campaign, finding the right mix of content to achieve business objectives remains a central issue in the B2B marketing arena.
But what if your content mix has smacked into a ceiling of value? If you’re operating with content that is out of date, out of place, or straight-up irrelevant, you run the risk of exhausting your existing audience.
If this sounds familiar, you’re not alone. According to research by Curata, only a third of leading marketers have a systematic process in place to reuse or repurpose content, with 56% repurposing only sporadically and 2% not repurposing content at all.
After all, a solid content strategy is about aligning to the wants and needs of your potential buyers. How can you shift your content marketing objectives, without burning the candle at both ends, to create assets that engage new audiences?
If old or outdated content is the poison, we’ve got the remedy: the three Rs of content marketing optimization.
We all love working smarter, not harder. Nearly 60% of marketers reuse content two to five times and for good reason, as reorganizing content is one of the easiest ways you can get more mileage out of your existing content library. Essentially, you’re taking the existing content you have and restructuring it to make it more useful to your prospects.
This isn’t just an efficient way to jump-start new content – it’s also a smart way to reach members of your audience who prefer to consume content in different ways or formats. Some may like eBooks, while others prefer video, and still, others learn best from slide decks. Slicing and dicing allows you to reach more people with less effort. In short, repurposing works because people have vastly divergent preferences when it comes to content consumption.
Here are a few examples:
- Breathe new life into existing content by grouping several of your hottest posts into a “Best of” list, or bundling them together for download. Repurpose it for different channels.
- Use a well-performing blog post as a conversation topic in LinkedIn groups to get your ideas in front of a new audience and to learn what your target audience has to say about the subject.
- Bundle a series of articles into a well-designed ebook and host it on a landing page with a chatbot to collect fresh email addresses for new leads.
- Take critical statistics from a report or whitepaper, and design an infographic for Pinterest, Instagram, Facebook, or SlideShare to expand your audience and draw new attention to existing work.
When deciding to revamp an old content piece, there are a few essential factors to consider: Is it still relevant? Was it popular the first time it was published? Did it receive a high volume of traffic? If you answered yes to these questions, then it is a good indicator that it will be successful across other mediums.
Many of our clients see success in rewriting content when it becomes dated or otherwise exhausted due to a high level of previous consumption. High-quality pieces that can be expanded upon, updated and upcycled are all perfect for creating new valuable content without doubling your work. Research shows that only 55% of bloggers update old posts, but those who do are 74% more likely to get strong results.
Rewrites require significantly less heavy lifting than creating new content but still need time and attention to execute correctly. The best tip here is to focus on the elements that allowed the content to knock it out of the park the first time around, then expand on that as you rewrite.
Of course, content shelf life also depends on the industry. Those working in technology or healthcare, for example, likely need to update more content frequently to stay on top of the latest trending topics. Those in a more stable industry may only need to update on occasion.
As much as we all may wish for a fountain of youth, content isn’t immortal. No matter how killer a piece of content may be, you can’t use it forever. If your content isn’t performing as well as it should, or if its consumption has significantly declined and you do not think it will be useful to reorganize or rewrite, then it is time to put it out to pasture and retire it from your content library.
Content that is past its expiration date can threaten your company’s authority and credibility, essentially undoing all your hard work. For this reason, it’s smart to ask yourself a variation of these questions about every content asset in your library:
- Does this content cite reports or statistics that are outdated or no longer accurate?
- Was this content created to support a specific event or campaign which has now passed?
- Does my audience still care about this topic?
Unlike diamonds, even the very best content doesn’t last forever. Revitalizing your content strategy doesn’t necessarily require lots of fancy bells and whistles. Try these tips and see how quickly stale content can reach a bigger slice of your audience and have an impact on your conversions.
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