7 Ways to Repurpose Content to Increase Rankings, Links and More
SEO is a bloody hard work, isn’t it?
You spend hour after hour seeking that one perfect, high-traffic / low-competition keyword.
Analyze the SERPs. Competitors’ websites. Link profiles. And try to decipher their strategies.
Then you make a plan of action and get the executive buy in along the way, only to….
…write a single post that might rank for one or two phrases.
Sure, if it works, you’ll get relevant visitors. Maybe even convert some into leads. And prove that whatever you do works.
But it all seems like a hell of an effort for such a limited traffic opportunity, don’t you think?
Then again, what else could you do? Cram more keywords into the copy? Sure. But there’s that fine line between optimization and keyword stuffing.
Or perhaps you could repurpose the content and cast a wider net in SERPs?
That’s exactly what I’m going to show you today – how to dominate the search with a single blog post. And gain some additional benefits too.
Ready? Let’s get cracking.
A Quick Recap – What’s Repurposing
Makes sense, doesn’t it?
Not everyone consumes the content in the same way.
Some people tune to Google for answers. Others subscribe to podcasts they then listen to on the morning commute. Scout Slideshare. Linkedin Pulse. Or any other content platform at that.
What they all have in common though is seeking the same information.
Just consuming it in a different way.
In case if you don’t know what repurposing is, let me go over that really quickly.
The idea of content repurposing is simple – rework existing content for a different purpose.
Take a blog post for example. You could repurpose it in a number of ways:
- String a couple posts together into an eBook,
- Record an audio version and publish it as a podcast, or
- Convert the key points into many different visual content types.
And all from a single blog post.
And so, repurposing saves you time. Suddenly you’re able to produce more content without actually increasing the amount of original pieces you put out.
It also helps increase brand awareness by publishing the content on many platforms.
Rank for more keywords in SERPs.
1. Rewrite a Blog Post into a Series of Guest Posts
Regardless of how strong your site’s authority is, there are always other domains that’ll beat you in SERPs.
These sites are older. More popular. Have more links. And people share their stuff on every occasion.
But you could use that to your advantage though. Rewrite your blog post into a series of guest posts and pitch them to those sites. Once published, promote them, cross reference and link to them. Do whatever you can to improve the page’s authority.
And if you’ve optimized each guest post for the right keywords, you should see them appearing in SERPs for relevant phrases.
Sure, they’ll attract traffic to the other site. But it’s still your post they’re going to see. Not to mention the link to your site they’ll see in the author bio.
So what do you gain is:
- Exposure on high authority site,
- Good quality backlink, and
- A chance to promote your brand to their audience.
A winner, if you ask me.
2. Convert the Post into Slideshare Presentation
Many users prefer Slideshare over articles.
I believe it’s because presentations require less involvement. Yet they still communicate the same information.
And it makes sense. As humans, we prefer visuals. Our brains are wired to process them faster. And we can extract their meaning quicker than from a block of text.
And did you know… you can convert almost any blog post into a Slideshare presentation.
Just take every key point from the article and use it as a basis for a slide. Add additional slides with explanation if needed and… Done.
You can use Powerpoint. Or Canva. Both are simple to use and require only an investment of time.
Once done, upload your presentation to Slideshare. Optimize both title and description with keywords you want to rank for. Use keywords in the slides too. Slideshare includes a transcript on a page and will thus display your phrases.
How does this help SEO?
Given the Slideshare’s domain authority, your presentation might rank even for heavily competitive phrases.
Here’s an example of one of SERPs’ presentations (repurposed from a blog post of course):
3. Convert Blog Posts into an eBook
What I love about eBooks is that they don’t have to contain any original content at all. In fact, most eBooks are just collections of previously published blog posts and other content types.
So, pick related blog posts related to a particular topic and covert them into an eBook. Use Microsoft Word. Adobe Reader. Or a Wordpess plugin like Beacon. Done.
But where’s the SEO benefit?
One, you’ll have to create a landing page to promote the book. And then position it in SERPs.
Two. You’ll probably promote it with guest posting, social and through other channels. Again, increasing the number of links and mentions for the page.
Three. If you do the above well, the page will probably attract natural links too.
4. Convert the Post into an Infographic
Infographics go viral.
Webmasters embed them on their sites. Share on Social Media. And link to them from blog posts etc.
And so, infographics earn you links. Mentions. Help increase the domain’s authority. And even rank in SERPs.
5. Publish an Abbreviated Version of the Article on Linkedin Pulse
It couldn’t be any simpler:
Take any post you wrote. Summarize it with up to 800 words.
Tweak the title and content to target different keywords than the original.
And then publish on Linkedin Pulse.
Given its domain’s authority, these posts quickly make their way into SERPs.
Intrigued by this technique? Here are some great tips on publishing on the Pulse.
6. Interview an Expert on the Topic
I agree, this is a time consuming strategy.
But if done well, it could help you rank for your keyword, the expert’s name and many other long tail keywords.
Invite an expert to an interview about the same topic you wrote a post about.
Conduct a proper interview, ask 10 questions at minimum.
Then publish it on your site, optimizing the post for the main keyword.
Given the expert’s popularity, the post should attract traffic. Social mentions. The expert would probably help promoting the piece too.
Example: our interview with Paddy Moogan (ranking no. 2 for “Paddy Moogan Interview” and many other keywords).
7. Run an Expert Roundup
Or if you want to achieve a much bigger impact, convert the post’s topic into a roundup.
Invite the leading experts in the field to share their opinion on your post’s key topic.
It should result in a much higher social reach, links and higher rankings for more phrases (including the experts’ names).
A single post can rank for a small number of keywords. By repurposing it you can increase its reach in SERPs, reach new audiences and increase traffic.