how to recycle content

It’s funny, when you’re not doing any writing, you’re inundated with ideas that would make great blog posts. But when you finally sit down to write about them, you’ve got nothing. Welcome to the life of a content marketer.

According to a recent study by MarketingProfs and the Content Marketing Institute, 90% of companies are using content marketing to generate leads. That’s a whole lot of content being created every day. But creating content on a consistent basis can often be a challenge for marketers who are facing time restrictions or budget restraints. How do you continually develop new, interesting content several times a week?

Here’s a secret: you don’t always have to produce new content. Recycling existing content can be just as effective and significantly less time consuming. But let’s get this straight, recycling doesn’t mean taking an article that you posted 2 years ago and changing the publication date. To recycle content the right way — the smart way — you should be adding value to something that you’ve already created. Here are a few ways that we recommend going about this:

1. Take your long-form content, like eBooks and white papers, and break them into smaller pieces. Depending on the length of your long-form content, you can repurpose chapters or sections into at least five to ten blog posts. Consider creating a series of posts to get an entire month’s worth of content instead of just one week. If you haven’t developed many eBooks or white papers, perhaps you could do the opposite. Package together some of your blog posts, tweets, or other articles to create a piece of long-form content instead.

2. Create transcripts of your webinars, podcasts, and videos. Turning visual content into written content is a great way to appeal to readers who prefer text over visuals, while also extending your content offerings. You can also do the reverse: take any written content, turn it into a script, and create a webinar, video, or even a slideshow. Get creative!

3. Rewrite old posts with a new twist. In this rapidly-innovating world, your content can quickly become outdated. Peruse some of the posts you’ve published in the last year or two to see if any of them need updating. Maybe you can add in some new survey results, an infographic, or any other relevant content. Don’t delete the old post, but update it to include a link to the newer version.

4. Curate content. This is a great strategy if you’re running low on time to create new content from scratch. If you see an awesome article that you want to feature on your site, go ahead. But don’t just copy and paste — you need to add some value. Write a quick intro about why the article caught your eye, consider pulling out meaningful quotes, and share your opinions on the piece. Add a short conclusion and violà! You have your next blog post.

As you can see, there are plenty of ways that you can repurpose existing content into something new. What other methods have you used to create content when you’re running low on time? Let us know!

Jenna Hanington

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