Why Recycling is an Essential Content Strategy
When it comes to content marketing for SEO, many fall into the trappings of believing that more is more. Search engines need a vast landscape of long-form articles to crawl to boost a site’s relevance – right? Not exactly. If ‘less is more’ sounds like an appealing pivot for you, here’s some good news: content recycling is a powerful play, both for SEO purposes and to increase your ROI on content marketing in general. Here are a few ways you can think about recycling existing content:
- Repurpose materials across formats. Perhaps you convert a blog post into different formats like infographics, videos, podcasts, or slide decks. This allows you to reach different audiences with distinct preferences.
- Create a series. Break down long-form content (like a report or whitepaper) into a series of blog posts or social media posts. Extract key quotes, statistics, or insights from longer content pieces to create engaging short-form posts. This can keep your audience engaged over time.
- Beef up your email newsletters. Include summaries or highlights of more detailed content in your email newsletters to drive traffic to your website.
- Become a guest writer or syndicate your content. Share your content with industry blogs or publications to reach a broader audience.
Another great way to recycle content is to maintain older, outdated materials you’ve long since posted. Revisit blog posts or videos and refresh any outdated data or add new insights. Don’t let the idea of opening a closed book overwhelm you—republishing old content with minor updates that keep it relevant can take less effort than creating new materials, and it shows customers that you care about keeping them up to date.
Recycling allows you to maintain complete control and ownership of the content while reaping SEO benefits. By updating old posts with new information, statistics, and insights, you signal to search engines that your content is current and relevant. Fresh content can lead to improved rankings for existing pages that may have started to slip in the search results over time. Ensuring that your content remains accurate and relevant enhances the user experience, which can reduce bounce rates and increase time on site—both positive signals for SEO. Another top: when you revisit old content, you can strategically add internal links to newer content, helping to distribute page authority throughout your site.
If you’re looking for efficiencies within your brand content, work with ASTRALCOM. We are here to help you achieve results through comprehensive content strategy and SEO services.
