Content Marketing

Repurposing content for SEO : The Do’s and Dont’s


There is no denying that content plays a major role in the world of Internet. You cannot fill your website with mere pictures and expect it to gain value. It is going to be incomplete without content. So yes, quality content is integral for your online business.

Often, people tend to pick content from somewhere and copy-paste it on their website, blog, article and so on. Well, you better be careful of indulging in such practices or risk getting caught by one of the most influential search engines, named Google. And surely you do not want to be in their bad books.

Repurposing content for SEO

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If you are tired of creating new content each day here’s a smarter way for you- repurpose the earlier pieces you might have prepared. What’s repurposing you ask? Though, the very word makes its meaning obvious but for a better understanding lets discus further.

Repurposing means taking up a piece of content and moulding it in a new way, keeping in mind that it serves some other purposes.

Note that there lies a thin line between what you call as ‘repurposing’ and ‘revamping’, so be a little extra careful with these two.

Let’s say on really short notice you have to prepare a piece content.

Now to indulge in creating a new content will make it impossible for you to meet the deadline.

Here, repurposing can be of a great help to you when a situation like this arises.

It is perhaps the best monotony breaker for those creative minds who have to pen down something new day-in and day-out. All you need to do is play around a bit with the content you already have put on your thinking cap and let readers be mesmerized with the magic of your words yet again.

What makes “content re-purposing” work ?

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 The benefits of repurposing content make it pretty clear as to what brings fame to this method.

Firstly, one needs to know that it can really accelerate your SEO campaign. Preparing more than one piece of content which revolves around a similar context would brighten your chances when it comes to targeting a desired keyword.

Back-links are something that most online businesses wish to achieve for their site. You would be happy to know that repurposing makes this possible but only when you share the content outside of your own site.

You are more likely to capture or reach a new audience through repurposed content. It would not be surprising if your original content could only manage to strike a chord with a specific group of consumers. Did you know that repurposing content and getting it published on different media will enable you to reach a larger section of consumers?

So no matter where your potential customers are searching for the content, it will be readily available to them anywhere and everywhere.

One of the most popular rules of Internet marketing states that before a customer decides to work with you, he or she needs to hear your message loud and clear 7 times at the least. Through the sheer excellence of repurposed content, your consumers will be able to hear your message not just seven but a lot more times than this small number.

If you want to become the personality on the web whom others wish to follow then you have no better option other than repurposing your content. You will get an added advantage of extra authority since publishing relevant content in several places on the very same topic ultimately boosts your profile on the web as an expert of that topic.

The Do’s

  • Choose wisely and consider your audience while repurposing.
  • Examine the success and popularity of your content.
  • Look for key denominators like social shares, influencer engagement and media reactions.
  • Add fresh values that improve the entire message premise.
  • Maintain relevancy. Your repurposed content should make sense in its use.
  • Reuse your webinar material into blog posts, slides, pdfs, ppts, etc.
  • Use interesting stats across your social media channels in the form of status updates.

The Don’ts

  • Don’t experiment too much. Content that was successful before may not generate the same interest.
  • Don’t get tempted with trending topics, they may not work every time. Conduct a mini research first.
  • Repurposing doesn’t mean copy pasting the old content or rewriting an article. Don’t waste time.
  • Some articles do have a shelf life. So don’t repurpose content that has lost its appeal over time.
  • Ask others (your niche influencers) to help you with revamping your content. It could be an old study or a content strategy.

Content Syndication is getting popular among many SEOs these days, and we have come too far ahead when it was only used by press release networks. Syndication is only a part of repurposing content and needs to be tested on a few parameters before use. Search Engine Journal’s Eric Enge explores differences between content syndication and guest blogging. I find it useful to understand the scope of content syndication, hope it helps you as well.

So go ahead and confidently add value to your original content and walk the road of success it leads you to. I’ll be there to answer your queries – ask me through comments!


Vibhu Satpaul is Cofounder and Chief Operations Officer at Search Eccentric. A graduate in Information Systems and Softwares from LSE (London), he loves sharing his technical acumen with the world and implementing KPI based systems. Internet Marketing and search engines are his area of expertise. He also likes to tweet as @VSatpaul.