You know everyone’s dear friend Pareto, and his principle? The smart one that says 80% of your results will come from 20% of your actions? Believe it or not, that’s a great piece of SEO and content marketing advice.
Take a look at your Google Analytics, and you’ll likely find that all the content you’ve created isn’t contributing equally to traffic or marketing results. Most of your organic content probably comes from a few well-ranking pieces, and the rest of your content performs pretty inconsistently.You can go check for yourself.
And the key to leveraging the 80/20 rule (Pareto’s principle) in your online marketing is in learning from that top 20%. That content performs well for a reason. Searchers are clicking on it for a reason. You need to understand that reason why.
Because then, you can “hack” the 80/20 principle and use it to build content momentum. Take that high-performing content and replicate it. But you’re not replicating the actual content, you’re replicating the strategies, themes, and ideas that make readers and search engines love it.In this post, we’ll talk about ways to repurpose content that specifically can increase awareness, traffic, and rankings for your brand’s best existing SEO content.
To identify which content that is, look at tools like Google Analytics and wherever you track leads and conversions. Consider using these tactics with any piece that both brings in a lot of organic traffic and important metrics further down your sales funnel, like leads or new purchases.
Now let’s talk repurposing!
If you’re not on board with video, and YouTube specifically, it’s time to get friendly. One-third of all online activity is spent watching video, and 52% of marketers worldwide name video as the content with the best ROI.
And in terms of SEO, YouTube is the second largest search engine.
Plus it gets a lot of special treatment from its parent holding the #1 spot, Google. Optimized YouTube videos rank well in search results and are shown with a big, eye-catching thumbnail that makes for a very appealing CTR.
So once you have a piece of written or graphic content that’s clearly proven its value both for SEO and overall goals, it’s a great idea to repurpose the talking points into a video.
Tips for repurposing into YouTube videos
There are lots of ways to create video content very simply and affordably, on the production side of things.
There are apps that literally just take your blog content and combine it with graphics, animation, and music. This kind of “lyric video style” is the simplest and doesn’t even require a camera.
One step up from that (and what works well for me) is simply standing in front of a blank wall and recording yourself talking through the content’s key takeaways with your smartphone in landscape mode.
With strategic optimization and tagging, that video can rank, likely more easily than the original piece did. And by linking to the original piece in the video’s description or mentioning it on camera, you can drive the additional audience back to your website.
Most people guest posts that are completely unrelated to anything they’ve ever written before.
You’re introducing yourself to a brand new audience that’s already primed to like you, since they trust the platform you’re borrowing. You want to give them your best ideas, which means remixing and repurposing the most popular and high performing content from your own site.
Think of it as a version of beta testing. You regularly create content for your own site, so you’re talking about lots of different strategies and ideas. Think of them as beta tests. And then when something takes off and is a hit, you release it to a wider group by taking it “on tour” to other blogs.
The best approach for this tactic is to look at the guest posts as “spinoffs” of the original. They’re very closely related, but introduce new ideas or are pivoted for a new audience.
For example, if you have a popular lead magnet about tools for finding guest bloggers, you could write a guest post about places to find guest bloggers
But you do want to make the content different enough that someone would want to click a link back to the original piece of content. If you can link to it within the guest post, that’s great, or you can mention it in your guest author bio.There are two main ways to get started coming up with ideas for this. First, like in the example above, you can think of a “follow-up” type of topic. Once someone know where to find guest bloggers, they might want to learn about tools to help them out.
The other way is to pivot your audience. Since you always want to attract relevant people, the best way to do this is zooming in or out, meaning to make the guest post’s intended audience for a more or less specific audience than the original.
For example, after writing a blog post about SEO strategies for any agency, you could write a guest post about applying those strategies specifically at boutique agencies, and another one addressing the larger firms.
The last repurposing tactic we’ll talk about today is pitching a related story to media. This could be any type of media, from a blog or YouTube interview to a podcast, from an industry event to local or regional news outlets.
The key is to work with a source your target audience is interested in, and to focus on a story related to your original content. Especially if your original piece of content is very educational in nature, you’ll want to add more of a human or storytelling element to catch the interest of whoever you pitch.
But then, the education aspect can be tied into the interview or feature in a smaller way, instead of being the main focus. This drives interest in and traffic back to your original piece of content without keeping the overall media story sounding like a lead gen blog post.
Tips for repurposing content in PR
If you’re hard pressed to come up with a story angle, always look for a transformation. For example, if you’re looking to repurpose a blog post about strategy tips, you could tell the transformation of what happened when you implemented some of them.
You’ll also want to mention the original piece of content directly, if you can. Since a lot of PR is offline, you can’t always rely on backlinks. For example, a podcast interview has show notes, but people don’t always look at them. So instead of just adding the original content’s URL to the show notes, look for an opening in the conversation to casually mention that you’ve written about the same topic.
Overall, any sort of content you create for someone else’s audience is an opportunity to repurpose your highest performing SEO content. Going in front of someone else’s audience, you want to use ideas and content that you already know perform well. Existing content does that. Plus, it’s a completely natural way to link back to that original content and make it work even harder for you.