By Aaron Agius
Stagnant organic traffic is the last thing you want to see when reviewing metrics, but it’s an issue that every marketer deals with at some point.
Those dips and plateaus in traffic can come from industry changes, how your audience digests content, the amount (and quality) of new content you’re producing, or how relevant your older content is.
Sometimes, all your content needs is a little refreshing and repurposing to keep your audience interested. So to inspire your repurposing efforts, I put together some benefits and examples below. Check ’em out.
Why You Should Repurpose Content
One of my favorite tidbits of advice about content marketing comes from Social Triggers founder Derek Halpern, in a post on why bloggers fail.
“You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people,” Halpern explains.
And that’s the main idea behind repurposing content: Take something you’ve created, put a new spin on it, and give it new life.
Aside from the fact that the hard work is already done, here are a few other benefits for repurposing content:
Reaching New Audiences
When you first publish a piece of content, the performance might be average. However, over time, it gains traction and does a little better. When you repurpose that content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it.