In the world of content marketing, not every piece of content performs as well as we hope. However, low-performing content doesn’t have to be a lost cause. With strategic repurposing, you can breathe new life into underperforming content and maximize its potential. In this article, we will explore effective tips and techniques to repurpose low-performing content and turn it into valuable assets for your brand.
Understanding Low-Performing Content
Before diving into repurposing strategies, it’s essential to understand why certain content may not be performing as expected. Low-performing content can result from various factors, such as poor keyword targeting, lack of engagement, or subpar visuals. By identifying the root cause of underperformance, you can tailor your repurposing efforts for better results.
Tips for Repurposing Low-Performing Content
1. Identify High-Performing Topics
- Analyze your top-performing content to identify successful topics.
- Repurpose low-performing content around similar themes to capitalize on proven interest.
2. Update and Refresh Content
- Review and update outdated information in underperforming content.
- Enhance visuals, add new data, and improve overall readability to make the content more engaging.
3. Change Content Format
- Convert a blog post into an engaging video or infographic.
- Transform a series of articles into an in-depth guide or whitepaper for added value.
4. Optimize for SEO
- Conduct keyword research to identify relevant terms for optimization.
- Incorporate targeted keywords naturally throughout the repurposed content for improved search visibility.
5. Expand Distribution Channels
- Share repurposed content across different platforms and channels.
- Utilize social media, email newsletters, and guest posting to reach a wider audience with the revamped content.
Examples of Successful Content Repurposing
Let’s take a look at a practical example of repurposing low-performing content:
Scenario: A blog post about “Top 10 Marketing Tips” received minimal traffic and engagement.
Repurposing Strategy: Convert the blog post into a visually appealing infographic and share it on social media platforms.
Result: The infographic gained traction on social media, driving increased traffic to the website and generating new leads.
Conclusion
Repurposing low-performing content with strategic tips can breathe new life into your existing assets and drive improved results. By understanding the reasons behind underperformance, updating and optimizing content, and exploring new formats and distribution channels, you can unlock the full potential of your content marketing efforts.
Q&A
Q: How long should I wait before repurposing low-performing content?
A: It’s advisable to give the content enough time to gain traction initially. However, if you notice consistently low engagement over an extended period, consider repurposing sooner rather than later.
Q: What metrics should I consider when identifying low-performing content?
A: Metrics to analyze include traffic volume, engagement rates, bounce rates, and conversion rates. By assessing these metrics, you can pinpoint underperforming content that requires repurposing.
Q: Is it necessary to delete low-performing content before repurposing?
A: Deleting content should be a last resort. Instead of removing underperforming content, consider repurposing it to improve its visibility and impact.
Repurposing low-performing content is a cost-effective way to optimize your content marketing strategy and maximize the value of your existing resources. By implementing the tips outlined in this article, you can revitalize underperforming content and achieve better results for your brand.
