In case you didn’t know, we’re huge fans of blogging. We’ve written about it a few times here and here.
The reason we talk about it is simple: it’s a smart strategy to build value with your audience. Sometimes that value is actual (a skill or strategy) while other times that value is perceived (connectedness or network growth). From blogs, you can create other content. Social media posts, video clips, emails, and more can lead back to your blog.
But what happens when you run out of ideas? What happens when you’re too busy to research and write a new blog?
The solution is simple. Repurpose content. Pull from your existing content and spruce it up.
Isn’t that plagiarism?
No. If you take your content and reuse your content, you are not plagiarizing. You’re not in the academic world, but even if you were, self-plagiarism and double-dipping are two issues that you can avoid completely if you add “Updated on” with the date that you updated the piece. Adding this sentence to the end of your repurposed blog eliminates any potential raised eyebrows.
But isn’t that lazy?
No. Lazy is not posting anything. Repurposing content takes less time than creating content but more time than nothing. Besides, you’re probably too busy growing your business or taking care of your family. Adjust your mindset. Instead of thinking of repurposing as being lazy, think of it as adjusting your priorities.
Will that impact my Google rankings?
A common misconception is that if you re-use a blog, Google will penalize you. While the actual explanation of potential penalties is long and complex, it’s also unlikely that you will incur a penalty. Blogging guru, Neil Patel shares details on the intricate inner workings of actually increasing your website traffic by repurposing your blogs.
Is it copy and paste? How do I repurpose?
Repurposing is not copying and pasting. Instead, start as far back as you can go. Be sure to go back at least 3 months. Look for blogs that you could make change or updates to. Look for
- grammar or content mistakes you made (fix them)
- Outdated research and links (update them)
- Updates or changes that have been made in the process or content (clarify them)
- Details that deserve a follow-up (follow-up)
- Perspectives that could be changed (change it)
- Formats that could be updated (get creative)
Besides making obvious changes or updates, consider adding a short audio or video clip with your post to make it more interesting. Always be sure to use “Updated on” with the date you updated the content.
Pace yourself. Instead of going through years of blog posts, focus on a period of time. Really focus on what blog content needs updated before you discover any that could easily be updated.
Repurposing content sometimes feels like a trip down memory lane. Laughs, tears, and a few facepalms are sure to make you want to make some changes.
