Do you think the internet moves too fast? We do too. In fact, something posted six months ago feels like six years ago! That’s why repurposing old content, especially blog posts in your real estate business, should be included in your overall content strategy.
Sure, some things might be event-based so it probably wouldn’t be appropriate to repurpose. For example, let’s say you wrote about Obama’s first-time homebuyers tax credit back in 2008. That wouldn’t make sense to post again in 2020.
On the other hand, let’s say you created a post in 2014 about the top ways to get your home ready to sell. It would be a great idea to take that list and and update it to include some of today’s stats.
What does this do? Keeps the “old content” fresh. You’re taking a piece of content that you possibly spent hours on and making updates here and there. Small price for a potentially valuable outcome.
No matter how awesome your site is, there comes a time when you reflect on where you want to go. And, that means evaluating everything you’ve already done up to this point. This is where repurposing content comes in.
In its simplest form, repurposing old content is the exercise of improving already produced content in either a new format that’s more digestible in today’s world or simply updating it for more accuracy.
Without further ado, here are five pretty awesome ways of repurposing your old blog content to help improve traffic and engagement on your site.
“Old Wine in a New Bottle”
This refers to presenting the same content in different formats. We live in an age where consumers are consistently bombarded with information and, as a result, our attention spans have decreased. Presenting content in shorter and more engaging ways not only gives the existing content a new lease on life but also makes it more consumable in today’s fast-paced world. Infographics, videos, images, and memes could be “new” ways of presenting old blog content.
A great problem to have is long-form content on your site. If you have posts 3,000 words or more, you should consider creating smaller, bite-sized posts or visuals.
This is essentially about taking advantage of other publishing platforms to republish your content. Syndicating your content enables you to extend your reach to a wider audience. Syndication is a pretty old school method but it still has it’s place.
If you are considering self-syndicate your content then Medium is a great place for it. Read 10 Insanely Good Reasons You Should Publish on Medium by Wordstream.
Spin-off: Take off from where you left off!
Believe it or not, the old blog posts can be a treasure trove of ideas to generate multiple new posts. E.g. if you ever listed out some excellent points in an article, you can probably spin out another article from it. Maybe you had a paragraph or two that supported the main message but wasn’t the main message? You can take the supporting themes and make that the core of a new piece of content.
Or, there may be an opportunity to create a Part II of an older post. For example, you can create a mini series if a new study came out since the original post was created. Simply refer to Part I in the Part II post. This not only helps Google understand your natural linking but also helps your audience understand the subject in its entirety.
Kindle the Attraction from e-books
Now that you have proven your worth through blogging, why not take the next step forward and become a published author? Producing an e-book that can be read on a Kindle or iPad is a great way to create credibility as a real estate professional and provide your audience with another way to take in your content. You could take a collection of your blog posts and form a single e-book out of it. Of course, it’s not that easy. There would need to be edits, visuals, etc. but it’s WAY EASIER than starting from pen and paper.
Another great way to repurpose existing content is posting them on social media platforms. Evergreen content can be posted out to your connections in less than two minutes. In reality, most of us are headline readers anyway. We’ll click through if something catches our eye so teasing existing content is a great way to potentially attract more engagement.