Consistently Creating content takes time. In fact, most building products and construction companies attribute the fall in progress with content creation to lack of time.
Repurposing content allows you to extend the life and value of your content by changing it to serve a different purpose. For example, you could change a blog into a video. The message might be the same, but the channel or format through which it is consumed will be different.
There are a couple of ways that you can repurpose content: republishing and recycling.
Firstly, we will focus on republishing content.
This is the act of reposting your content-mainly blog posts-on other websites with proper credit given to the original author. There are some considerations to bear in mind when reposting your content.
Firstly, ensure that the source uses a canonical tag. This tells the search engine that it is republished content-a copy of the original content.
Secondly, make sure the repurposed content has a link at the beginning or the end of the post that connects visitors and readers back to your website. This is important so that readers know where to go if they want to learn more from the original source.
Thirdly, ensure that the source ‘NoIndex’ their copy of the article. In doing this, you are avoiding duplicate content issues by telling the search engines not to rank republished content.
We’re now going to explore each point in the picture above in a little more detail.
Perform research to identify which republishing sites are relevant to your business. Websites with a high domain authority such as SpecifiedBy will give you a stronger lift in search engine rankings.
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If your content performed well on your blog, chances are it will perform well on other sites. Similarly, if your content didn’t produce high results, it probably won’t be as well-received on a different channel.
This will help your content stand out when people search for it. People will see multiple variations of your content, keeping it fresh.
This will allow search engines to index the original piece of content so that it ranks higher than the republished content.
This is where your research will come in handy. If there isn’t a section on the site that’s relevant to what you’re writing about, then it’s not a good fit.
This allows the reader to learn more about your products, services, and other pieces of content that you have to offer.
Every piece of content should provide the reader with a ‘next step’. After all, your main aim is to convert visitors into leads. By not providing a relevant CTA, you’re passing up on an opportunity for potential business gains.
Despite its name, recycling isn’t as simple as copying and pasting material from one format to another. If you want to recycle content effectively for your building products and construction company, we recommend that you use the ACE method. This stands for:
When adjusting your content, you’ll need to consider whether it provides a good user experience. Ask yourself questions like ‘what needs to be added, removed or reworded?’
Secondly, you should consider combining related or unrelated content to provide new value and meaning.
Thirdly, are there opportunities to expand on a topic? You could use this as an opportunity to dig deeper and provide a comprehensive, big-picture view.
Think of your roots as a series of short-form content, such as blog posts, social messages, and videos. The roots in a tree serve as the key to creating connections and bonds. The same could be said for your content.
The trunk is a long-form offer such as a guide or an e-book.
From the trunk, you get branches. Think of each branch as an extension of your content offer into a new format, like a webinar or infographic.
We often compare a business’s content strategy to the growth of an orchard and we believe that a company’s marketing strategy should be filled with a forest of trees that have strong roots and hard branches.
In order for you to reap the fruits of your labour, you need an end goal; something that initiatives can grow into. This could be in the form of a comprehensive guide. In this instance, weekly content creation, such as blogging and social media posts contribute to a much larger purpose to support your overall marketing plan.
Each content idea is a seed that provides value to your target buyer or specifier.
Each seed needs nurturing and nourishing, and if you continue to give it the attention it deserves, it will develop a foundation of roots that will grow into a sapling-and eventually a healthy tree.
By now, you should understand that repurposing content isn’t a simple case of copying and pasting old blogs in order to save time and effort.
Instead, it should be thought of as a way of nurturing, recycling and republishing content to ensure that it reaches the wide audience that it deserves. Basic tweaks and updates will be necessary along the way in order to keep your content fresh and up to date.
If you’d like any support on how you can repurpose your content to maximise your website traffic, giving you a better opportunity to convert visitors to leads, get in touch today.
About Insynth
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.
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