When February rolls around, most of us are hoping Punxsutawney Phil will signal spring is right around the corner, giving us the new content and warmer weather to look forward to. However, in case Phil’s shadow is lurking, remember that in the world of content marketing, we’re producing great stories all year long — and sometimes they deserve to be shared again. As people emerge from hibernation, you can turn slow winter months into a new chance to re-engage your audience and refocus on goals. Here’s how to make old content new without getting stuck in a time loop.
Strengthen Your SEO
No need to reinvent the wheel (or wake up on February 2 multiple times)! A good strategy for repurposing content is to start with SEO or search engine optimization — basically how often and where (the first page or the 10th “o” in Google) your content comes up during a search. Content that ranks on the bottom half of a search page usually has high impressions on Google Search Console (or GSC, a service that allows you to optimize the visibility of your website) but a low click-through rate, or CTR (the number of people who see and actually click on the link to your content). To increase your content’s ranking, you can look for ways to optimize the page by adding more content to an old article, or using the GSC to see what keywords in your article have impressions (views) but no clicks. For example, if “I Got You Babe” is ranking high, you can add this word to your page’s title or description to work on earning your clicks and working your way up the SEO ladder.
Snowball Weak Content
If we are doomed to six more weeks of winter, snow is a great reminder for all communications pros. For pages where CTR is low, you can opt for a quick fix by optimizing the content’s title and description or, you can put your winter weather skills to the test by snowballing content into a larger piece to give you more ranking power. Think brand messaging on a big scale: some old topics might be covering the similar points and work better stacked and melded together. Additionally, if you find there are certain keywords that are lacking content entirely, see if you can create more messaging around the keyword, whether that’s through text, video or even an infographic.
Phil is That You? Repurpose Your Framework
You might not recognize Punxsutawney Phil on his beach vacation, and that’s because even familiar content can be revamped by rethinking the format or context of a piece. This can include everything from updating the messaging (has something changed in the industry that you should reflect in your content?) to expanding on a topic. Another good way to repurpose old content is to think about reformatting it — maybe an article needs to become a video or an infographic. By adding more information, you can curate and tailor your messages’ focus.
Give Social Some Sun
Sure, Phil might have retreated indoors again, but that doesn’t mean you should give up on hoping for sun or your social game. Look for trending topics or national holidays, these might be the perfect time to push old content with a new, timely twist. You can also generate buzz by asking your followers to interact with your post or #tbt. By telling them to share their own stories, you’re not only reminding your followers of your great, relevant content, but you’re helping boost your engagement in new ways without having to hit the drawing board again.
This Groundhog Day, don’t fear your own shadow, instead, grab your top hat find creative ways to rewrap and rehype your old content. It’s never too late to make an impact with what you already have — you can make your message the one that finally breaks the loop!