How-to Guide to Content Recycling

Content recycling is a marketing strategy that often comes with a negative connotation, but that’s because most marketers don’t know how to properly utilize the content recycling strategy. Creating new, innovative, content on a regular basis is a challenge that many marketers can’t live up to, but content recycling makes it possible. Content recycling is a marketing strategy that allows marketers to improve SEO rating, reader interaction, and search result rankings. Certain topics will always be relevant to readers. So perfecting content regarding those topics isn’t a lazy marketing strategy. It’s an extremely smart one.

Content Recycling to stay on Budget

Content recycling is a great way for marketers to stay on budget each quarter as well. If you have a list of content that has proven to see great results, why spend hours and dollars creating new content that likely won’t perform as well?

The goal of all marketing strategies is driving profit and content recycling is no exception. If content recycling is done correctly it will create increased traffic volume and better conversions with time. According to HubSpot, the traffic volume increase seen with this marketing strategy can lead to three times the number of leads compared to what the original content posting saw. All of this sounds great but knowing how to recycle content properly is the key to see results this impressive. Let’s take a closer look at some of the steps you need to take while utilizing this marketing strategy.

Repurpose Wisely for a Unique Marketing Strategy

Before you begin recycling content, your marketers need to understand which content is worth recycling. Take a look at your statistics and data from previous posts to determine which posts received the highest customer interaction and leads. Of course, these posts are those that appeal the most to your target audience. Consider what content received interaction from existing clients that offer the highest profit margin and recycle that content.

As your team works to perfect this marketing strategy they need to decide how to recycle content. If the content was a white paper or blog post before, consider turning it into a slide show or video now. The content should contain the same information while being re-purposed into a new format or style that will appeal to your audience. Content recycling will lead to repeat interaction from existing clients and more interaction from new readers as well. This is what makes it such a unique marketing strategy.

Utilize Google Analytics

When it comes to content recycling, Google Analytics is a very important tool. With this tool you can take a closer look at your old content with high traffic rates. Be sure to examine the bounce rate of each piece of content. Those with higher bounce rates obviously aren’t worth the time to recycle. Poor past performance doesn’t mean poor future performance, but some changes may need to be made while content recycling.

For instance, content that was about a website or platform that was popular then but is unheard of now can’t be recycled verbatim. Instead, your marketing strategy should include modernizing the content to fit the current consumer needs. A post from ten years ago focused on social media marketing may have low traffic and high bounce rates. But the content is worth recycling because it applies to today’s readers much more than it did then. Marketing strategies are constantly changing to the current consumer and your marketing content will need to be adjusted accordingly for content recycling to show effective results.

Think Outside the Box with Content Recycling

Content recycling is often thought of as a lazy marketing strategy, but the amount of creativity involved in the process proves that to be untrue. Before recycling content, decide what the best means of recycling it is. You may want to share the content on a new platform, in a different style, or with a different varieties.

Today’s consumers seek content that is quick and easy to read, and your old content likely won’t meet those standards. Consider turning a lengthy blog into a quick listicle so your reader can just gather the vital information they need from the post. If a post includes statistics, simply updating those with more recent statistics and sources will cause the content to become relevant on Google searches again. If this is done to a post that still receives regular traffic, be sure to maintain the same URL. Input a small note stating that the statistics have been updated. But changing the URL could actually lead to a dip in traffic rates.

Promotion is Everything!

Once you’ve utilized content recycling to increase traffic and drive leads, you need to promote that content. Your marketing strategy isn’t complete until you have a promotion and advertisement plan in place. If you have an email newsletter that goes to regular customers, be sure to let them know you’ve been working on fresh new content for them to enjoy. Share links to your recycled content on social media, your website, and any other marketing platform you can utilize. You can also implement CTA buttons in older articles that redirect readers to the updated content for the latest information. Be sure your recycled content has truly been re-purposed and updated. Only simply reposting the same old content under a new URL will not go unnoticed by Google or your readers.

It may take some time to get the hang of the content recycling strategy. But once you do you’ll begin seeing large profits and high traffic on content that was quick and affordable to produce. Of course, you should continue putting out fresh new content in addition to your recycled content. It helps you to consistently grab the reader’s attention. For more information about content recycling and to learn how it could begin increasing your profit margins today visit our website and speak with a marketing strategy expert. Content recycling isn’t the only marketing strategy you could begin utilizing to reinvent your brand.Check out the other blogs on our site to learn more about what marketing strategies could be right for your company!

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David James

President, Bethesda List Center, Inc + Bethesda Emedia Marketing.