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As any content marketer will tell you, fresh content drives traffic. Keep your website updated with fresh and interesting content, and Google will direct traffic to you. Simple, right? Well, as anyone whoâ€™s tried to keep a website regularly updated will tell you, itâ€™s a lot of work finding creating new, original content, day after day. It can be time-consuming, expensive, and just plain difficult.
Now, this isnâ€™t a miracle cheat code that replaces the need for new content and regular updates. Rather, the following was written to tell you how to make the best use of the content you already have; to repurpose, repackage, and re-edit the content so that you get every ounce of traffic-driving power that it has.
Article to Infographic
Once youâ€™ve written an article, it would be a shame to simply publish it and forget about it. Infographics are a easy and interesting way to package a lot of information into a nice-looking and sharable package, and are very popular on social media. Because theyâ€™re a single image, theyâ€™re easy to share, retweet, and reblog, so theyâ€™re perfectly suited for Twitter, Tumblr, Facebook, or Instagram.
Instead, once youâ€™ve published the article, get a designer to turn the whole thing into a slick-looking infographic about the same thing. Wait a week or so, then post the infographic to your website, complete with a link to the original article.
Donâ€™t have a designer? There are plenty of tools on the internet to help you create professional-looking infographics in no time at all.
Anyone who has been on the internet recently will tell you that websites like Buzzfeed are making money hand over fist with whatâ€™s known as â€œlisticles.â€ What is a Listicle? Itâ€™s simply a list with each point illustrated by an image or photograph. So find an article that can easily be distilled into some outlining points, and use those to create your very own Listicle.
For bonus points, transform the Listicle into a traffic-boosting slideshow. The same content spread over multiple pages will increase ad impressions, driving revenue and giving you even more bang for your content buck.
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Have you ever noticed those episodes of sitcoms where the characters all get trapped in a locked room and are forced to recount stories of their old adventures? In reality, those episodes were just the television version of repurposing contentâ€”so why not take a page out of their book?
You donâ€™t even need to be sneaky about it like they were. Once or twice a year, go back through the work youâ€™ve published and write up a quick â€œBest ofâ€ list. This can happen late in the year (â€œOur best posts of 2014â€) or at the change of seasons (â€œOur favorite summer photosâ€). This allows you to quite honestly and transparently redirect traffic back to your older posts, get some more shares, and update your website. All with minimal effort!
Making the most of your content
Repurposing content is a great way to get a little more mileage out of your marketing budget while keeping your page fresh and updated. If youâ€™re not too excessive, this can be done endlessly to keep the content moving. Once you have the content, of course, you need to amplify it accordingly, using your social media channels to do so. These tips should get you started on making the most of the content you already have, saving you time, money, and effort.
Russel Cooke is a business consultant and journalist based in Los Angeles, CA. Follow him on Twitter @RusselCooke2.