Why Consultants Need to Learn How to Repurpose Their Clients’ Content
Creating new content is a time consuming task. From the planning phases through to writing the posts or recording and editing the videos or podcasts, and finally to implementing SEO and promoting the content to your audience, there’s a lot of work that goes into producing even one piece of content.
Then, consider the fact that your clients need to be sharing a steady stream of content each and every week to stay top-of-mind with their followers. Creating multiple pieces of new content each and every week is a near-impossible task when you’re managing other marketing efforts and your clients are busy with the day-to-day tasks that go along with running their businesses.
That’s where repurposing existing content comes it. It saves you and your clients valuable time, allows you to squeeze even more SEO juice out of pieces that have already done well with your clients’ audience, and helps you get the most out of the hard work you’ve already put into producing the content that’s already out there. Let me walk you through the specific benefits to repurposing your client’s content, and how you should do it.
Generate New Traffic
If your client has been in business for a while, they likely already have a treasure trove of meaningful, useful content. This evergreen content, which remains relevant to your client’s audience year after year, is the kind of content that can generate loads of new traffic with just a simple update every once in a while.
In any field, there are updates and changes in best practices over the years, but often the underlying message remains the same. Why reinvent the wheel and create all new content on a foundational topic, when you could instead do an update to an existing, already popular piece of content?
Let’s say your client runs a furniture store. They have a popular article that ranks well about how you care for and maintain different types of furniture, from wood to upholstery. Over the years, though, some new products have emerged that make caring for fabric on furniture easier. Plus, there are a few old, broken links. The article is now outdated.
Making a quick update that reflects those changes, and re-sharing on your client’s social channels indicating that this classic article has been given a refresh to reflect some new, exciting furniture care tips, can lead to an immediate boost in traffic for very little effort. Suddenly, you’re seeing old customers revisit the post to learn the latest, plus new prospects are checking it out.
Take Advantage of Existing SEO
When you refresh existing content, it gives you the opportunity to take advantage of any existing SEO standing the URL has garnered over the years. A new piece of content will have to start from scratch, working its way up the SERPs with grit and determination.
An existing piece of content that’s ranked well in the past but that has seen itself slip in the rankings lately might just need a little refresher. Its prior standing at the top of the heap indicates that the content was popular and useful when it was first published. Maybe people just need to be reminded that it’s out there. Maybe it needs a little update to make it all shiny and new again. But you already cracked the SEO code on this the first time around. Your metadata and keywords were clearly working for you, so why mess with success?
A refresh of the content will allow you to tap into the existing strength of your SEO efforts. And not having to start from square one when it comes to SEO is a big win.
Get More Content with Less Busywork
If your client already has great content on a given topic—a piece that ranks well and gets a lot of traffic—why not take that content and use it elsewhere?
Say, for example, that your furniture store client has a very popular video on how to determine the best furniture layout for any room in your house. The video gets lots of hits on their website and on YouTube, and customers who come into the store will often mention that the video is what first introduced them to your client’s business.
So you know that this content is highly valuable and gets a great response. Why not translate it into other formats? Get the video transcribed, and turn that transcription into a blog post. Pull the audio from the video file and create a podcast with it. These are simple ways to repurpose content that you know already works, and to introduce this meaningful content to a whole new audience who might prefer to consume their information in a different format.
Create High-Ranking Hub Pages
Of all the content repurposing strategies out there, hub pages are the ones with the greatest ability to supercharge your client’s SEO and create a whole new life for old content.
Hub pages are a centralized, ultimate guide on a given topic. We have several on our Duct Tape Marketing site; you can check out our Ultimate Guide to Local Marketing for a sense of what I’m talking about. Essentially, you gather all of your client’s content on a broad topic area under one roof.
In the case of our guide to local marketing we group all of our content under five major categories: Google My Business and citations, Google Ads paid local traffic, local website optimization, reviews and competitive analysis, and backlinks on- and offline. Within these categories, we include links to our own content, plus a few external links to reputable sites.
Any local business owner who finds this guide is really pleased. They’ve found a page that answers their biggest local marketing questions all in one place, and provides lots of useful tips for getting their local marketing strategy off the ground. So they click around to a few articles on the page. They send one or two of them to their colleagues. They return to the page any time they have another question on the topic.
This kind of sustained engagement with the page signals to Google and other search engines that the content on this page is highly useful and relevant, and suddenly, the hub page starts to rise in SERPs rankings. When we’ve implemented hub pages for our own clients, we’ve seen great success, with many of them ranking on the first page of results.
When you’re looking for ways to get great results from client’s content, sometimes it’s best to take a look at what they already have. Rather than going back to square one and producing all new content, instead find ways that you can leverage the work they’ve already put in with respect to their content strategy. There are tons of creative ways to repurpose existing content that allows you to generate great SEO results and even more traffic for your clients.